GERMANY. Mast-Jägermeister has unveiled a ‘Gate 56’ pop-up in collaboration with Gebr. Heinemann Duty Free at Munich Airport to celebrate the return of the world’s largest folk festival, Oktoberfest, after a three-year absence. Gate 56 is a reference to the 56 herbs, flowers and roots used to make Jägermeister.
Oktoberfest, an important part of Bavarian culture since 1810, runs from 17 September to 3 October.
Themed The Secret is You, the name of the brand’s new global travel retail campaign, the activation brings Jägermeister and Oktoberfest to life for travellers and encourages them to get into the party spirit. The space combines the traditional designs and icons of Bavaria with the new campaign, described as a cutting-edge, digital art experience.
The pop-up runs for eight weeks until 31 October and is expected to reach one million passengers. Some 6,000 consumers will sample Jägermeister during that time.
The travel retail campaign, launched in June, invites consumers to become Jägermeister artists. The art experience encourages people to express themselves by creating their own ‘meister piece’ and share their experiences on social media.
Visitors to the pop-up are offered an ice-cold shot of Jägermeister, Jägermeister Manifest or Jägermeister Cold Brew Coffee, with a special edition Oktoberfest 2022 bottle of Jägermeister available for purchase.
Additionally travellers can play ‘Wheel of Fortune’, a twist on the traditional Oktoberfest game, for a chance to win signature ice-cold shots, mini beer mugs and traditional pretzel snacks.
Eurotrade Director Purchasing & Category Management at Munich Airport Nils Schirmer said: “Jägermeister is a valued partner and we are delighted to celebrate this world-famous German festival together. Munich Airport is extremely busy now and Jägermeister’s installation is a welcome attraction for visitors, driving sales and providing a great experience to consumers as they enter and leave the city.”
Mast-Jägermeister Director Customer Development Hans Vogt added: “This latest initiative reflects Jägermeister’s commitment to the GTR channel and increasing our airport presence. We are delighted to collaborate with Gebr. Heinemann and Eurotrade to bring a taste of Jägermeister to Munich for Oktoberfest.
“Jägermeister is now ranked the eighth best-selling brand line according to the latest IWSR data, proving our premium credentials as well as our commitment throughout the pandemic to consumers and customers. We will continue to invest and remain visible and look forward to accelerating our growth further in the future.”
