Jägermeister to focus on digital engagement in new world of travel

Family-owned drinks company Mast-Jägermeister aims to focus heavily on its digital communications with travellers as it adapts to new trading conditions post-COVID-19.

The company is preparing to take part in the Virtual Travel Retail Expo on 12-16 October, where it is a Gold Partner.

Mast-Jägermeister SE Director of GTR Dietmar Franke said: “Digital communication in global travel retail will become more important especially as online shopping and instant information is now the norm within domestic markets. Digital interaction will become the norm [in travel retail] from shelf visibility through to large campaigns.”

He added: “Recovery will be slow and we, as a brand, must focus on meeting the new requirements in this post COVID-19 era, not just from a hygiene/social distancing perspective but also the new consumer mindset.” Communicating hygiene measures effectively will also be critical, he said, to reassure consumers about the safety of shopping environments.

Jägermeister Cold Brew Coffee is among the lines to be showcased by the company at the Virtual Travel Retail Expo next month

The company also aims to support its retail partners even more closely “as we rebuild our channel together. Partnerships within travel retail will be now more important than ever as we as an industry must come together to aid recovery.”

At the Virtual Travel Retail Expo, the company plans to highlight its core Jägermeister range, including Jägermeister Manifest and the new Jägermeister Cold Brew Coffee. Franke noted: “Jägermeister is very much a category of its own. It does not play in the traditional bitter/herbal category and that will be a key highlight to communicate during the Virtual Travel Retail Expo.”

How the brand owner has helped to support the nightlife community through its #SavetheNight initiative (videos above and below)

As reported, in June Mast-Jägermeister launched a limited-edition #SavetheNight Jägermeister bottle to raise funds for the nightlife community that has been hit hard by the COVID-19 crisis. It was the first time in its history that the brand had adapted its front label.

Within its #SavetheNight initiative, the brand owner created some powerful online projects such as Meister Drop Ins and Micro-Funding. The latter has seen an array of diverse and innovative content emerging from bartenders, artists, musicians, graffiti tutorials, tattoo workshops, online fashion shows and other events. More than 500 projects have been developed so far with more than 886 artists involved in 56 countries.

With online booking service Meister Drop Ins, Jägermeister brings artists and other talents to virtual parties and connects them with consumers at home. After a half-hour performance, the Meisters can receive tips from the audience via PayPal, which generates urgently needed additional income for those affected. Bookings are made via www.save-the-night.com.

Those that have taken part include bartenders, rappers, musicians, DJs, graffiti artists, designers and tattoo artists. Each is asked to do five Drop Ins though many have completed more, including on a complimentary basis.

Franke said: “In 28 participating countries we achieved over 2,000 booked Drop Ins with 275 Meisters involved and over 150,000 unique website visitors. We will continue with the Meister Drop-Ins, Meister Classes and Micro-Funding until the end of the year.”

Addressing the brand owner’s commitment to the travel channel, Franke said: “Remaining present and visible in global travel retail remains a focus for Jägermeister. We will continue to be relevant with our target consumers and with our strong product offering supported by eye-catching and disruptive campaigns.”

About the Virtual Travel Retail Expo

The Moodie Davitt Virtual Travel Retail Expo is a pioneering virtual trade show and symposium, complete with Exhibition Hub, Knowledge Hub (Symposium and Workshops) and Experience Hub (an immersive engagement zone).

As evidenced by an outstanding line-up of over 110 exhibitors, it is a premium event for a premium audience. The unique five-day ‘live’ Expo takes place on 12-16 October and is set to be the defining travel retail industry happening in 2020.

Registration is free for buyers, exhibitors and preferred media partners. Dubai Duty Free, the world’s biggest single airport travel retail business, is presenting those registered Expo visitors with multiple prospects to win grand weekly prizes in its Millennium Millionaire and Finest Surprise draws (click here to register).

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