Jägermeister unveils Oktoberfest-inspired TR activation

6th September, 2018 by Owen Bellwood

Mast-Jägermeister SE has launched an Oktoberfest-themed travel retail activation at Munich Airport in partnership with Gebr Heinemann Duty Free.

Mast-Jägermeister SE has launched the first out-of-store TR activation for its namesake brand

The pop-up from the herbal liqueur manufacturer is the first Jägermeister out-of-store activation and will run for eight weeks in the German airport.

The space features a display of traditional musical instruments that aims to bring the Oktoberfest spirit to life for travellers.

As part of the activation, promoters dressed in traditional Bavarian costumes with a Jägermeister twist will encourage visitors to discover more about the brand by sampling its expressions, including Jägermeister Manifest.

Gebr Heinemann account manager in Munich, Oliver Hein, said: “Like Gebr Heinemann, Mast-Jägermeister SE is a family-owned German business and to collaborate for this world-famous German festival is very special.

“Jägermeister’s innovative Oktoberfest pop-up which takes place at an extremely busy period in the airport’s calendar will appeal widely to visitors to Munich and will not only impact immediate sales but also provide an exciting and lasting experience to consumers as they enter the city.”

Within the pop-up, passengers can buy a range of Jägermeister products, including the travel retail-exclusive gift packs, Jägermeister Manifest and the Jägermeister Munich bottles released as part of the brand’s city label range that launched in May 2018.

The initiative reflects the brand’s strategy to prioritise the travel retail channel and increase its presence in airports.

Mast-Jägermeister SE director of global travel retail, Dietmar Franke, said: “This is the first time we have staged a pop-up on such a large scale and we are really looking forward to interacting with passengers travelling to Munich for Oktoberfest.

“Our partnership with Gebr Heinemann is first class and we are really pleased to be delivering this outstanding activation with them.

“Global travel retail is a priority channel for us to build Jägermeister’s premium credentials and through ambitious activity like this we are gaining traction with consumers and accelerating our growth.”

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