Close Menu

Jägermeister GTR sales rise by double digits

Herbal liqueur Jägermeister has become the eighth-largest premium spirits brand in global travel retail (GTR) after recording double-digit growth in the channel.

Jägermeister Cold Brew
Travel retail is the second-largest market for Jägermeister Cold Brew

Mast-Jägermeister cited the figures from IWSR Drinks Market Analysis’ top 20 premium spirits brand lines in 2022.

The German producer said it had ‘significantly’ increased its sales in 2022, reporting double-digit growth compared to 2019.

Mast-Jägermeister achieved record sales in 2021 after reaching 8.7 million nine-litre cases.

The family-owned firm recorded its ‘best results yet’ in GTR, which is now the company’s seventh-largest market.

“We have enjoyed tremendous international success as we’ve continued to ramp up activities and bring new concepts to life in recent months,” said Jägermeister vice-president of GTR, Tobias Witte.

“Pre-Covid we broadened our international distribution and subsequently were able to expand partnerships and increase our footprint with new customers.

“At the same time, we expanded our portfolio with Jägermeister Manifest and Jägermeister Cold Brew Coffee. Travel retail is currently the largest and second-largest market respectively for these products.

“What’s exciting is that we still see great potential here, especially as travel in and out of Asia picks up again.”

The company has ‘ambitious’ plans to grow the brand further in 2023.

This year, Jägermeister will continue to invest in raising its visibility in the channel and roll out its GTR campaign The Secret is You.

The company is planning more than 60 promotions globally, supported by 17 brand ambassadors. The brand will also expand its presence on ferries and cruise ships.

Witte added: “Our task is to create surprising, high-quality activations geared to Jägermeister consumers, with exclusive products such as our limited edition gift bottles and shot glasses.

“We continue to drive forward premiumisation and coordinate campaigns with domestic markets which are driving overall brand awareness.”

Witte said airports are “evolving into international shopping malls”, welcoming more than one billion passengers from around the world.

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No