Herbal liqueur maker Mast-Jägermeister has unveiled a new pop-up store with travel retailer Eurotrade and supply partner Gebr Heinemann at Munich Airport.
The installation, which is Jägermeister’s first out-of-store activation, will be in place for eight weeks. It has been designed to introduce travellers to Oktoberfest, the world’s largest beer festival.
The 35sq m space features a display of traditional musical instruments and Jägermeister’s version of Wheel of Fortune, a traditional Oktoberfest game, where prizes on offer include ice-cold shots and mini beer mugs. The pop-up is staffed by promoters dressed in traditional Bavarian costumes.
Within the zone, passengers can buy a range of Jägermeister products, including exclusive travel retail gift packs, the brand’s super-premium spirit Jägermeister Manifest, and Munich bottles from the brand’s city label range, which was launched earlier this year.
“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.” – Dietmar Franke
Eurotrade Purchasing Director Nils Schirmer said: “Our collective collaboration has ensured that this activation will gain attention and drive footfall into our stores and in turn drive sales of Jägermeister at this key time of year.”
Gebr Heinemann Account Manager Munich Oliver Hein said: “Like Gebr Heinemann, Mast-Jägermeister 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.”
Mast-Jägermeister Director of GTR 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.
“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.”
Oktoberfest is this year being staged in Munich between 22 September and 7 October and is expected to attract more than six million visitors to the German city.
