Family-owned drinks company Mast-Jägermeister is collaborating with Gebr. Heinemann to roll out a four-month airport campaign celebrating the launch of its Jägermeister Cold Brew Coffee. Activations start from this month (September).
Mast-Jägermeister SE Director Global Travel Retail Dietmar Franke said: “This bold and extensive campaign for Jägermeister Cold Brew Coffee demonstrates our long-term commitment to the travel retail channel now and into the future.
“In the midst of the challenges we face as an industry, we are especially pleased to deliver this outstanding activation with long-term partner, Gebr. Heinemann. It will raise awareness of Jägermeister Cold Brew Coffee and reinforce Jägermeister’s position as the number one shot brand in the world.”
As reported, Jägermeister Cold Brew Coffee (33% ABV) made its debut in global travel retail exclusively with Gebr. Heinemann in January 2020, following its launch in the UK and US domestic markets in September last year.
As part of Gebr. Heinemann’s Re-Start initiative, high visibility pop-ups are highlighting Jägermeister Cold Brew Coffee across a range of locations in nine key European airports in Frankfurt, Berlin and Munich in Germany and Amsterdam, Copenhagen, Vienna, Budapest, Istanbul and Moscow.
The activation was originally scheduled to take place in April. Plans have now been modified to make the necessary adjustments for social distancing and new hygiene requirements. These include the use of miniatures to allow passengers to sample Jägermeister Cold Brew Coffee at the recommended serve temperature, in line with Jägermeister original, at -18deg C.
A social media and digital campaign at www.heinemann-shop.com will reinforce the in-airport activity.
Cold Brew Coffee is described as the “perfect fusion of Jägermeister and intense cold brewed coffee”.
It blends rich Arabica coffee and notes of cacao with the 56 herbs, blossoms, roots and fruits of the original liqueur to create a well-balanced shot. Jägermeister Cold Brew Coffee is geared towards Jägermeister enthusiasts, shot drinkers and coffee and chocolate lovers in search of new taste experiences.
Gebr. Heinemann Director Purchasing Liquor, Tobacco, Confectionery and Fine Food Rüdiger Stelkens commented: “Gebr. Heinemann and Mast-Jägermeister are both family-owned, German companies and enjoy a strong, long-standing business partnership. Jägermeister is a high priority brand in our spirits offering and we are delighted to bring Jägermeister Cold Brew Coffee to life for our customers with this exciting in-store initiative.”
Mast-Jägermeister is preparing to take part in the Virtual Travel Retail Expo on 12-16 October, where it is a Gold Partner.
It aims to focus heavily on its digital communications with travellers as it adapts to new trading conditions post-COVID-19.