Mast-Jägermeister SE has partnered with China Duty Free Group (CDFG) to launch Jägermeister Cold Brew Coffee into Asia.

The roll out begins with a month-long activation in Hainan. This will be followed by its launch into other CDFG locations over the summer, extending into mainland China and other Asian domestic markets from September.

“We are delighted to partner with Mast-Jägermeister, not only as the first travel retail operator in Asia to offer Jägermeister Cold Brew Coffee but also as the launchpad of this exciting product in Asia,” said China Duty Free Group President, Charles Chen.

“We look forward to introducing Jägermeister Cold Brew Coffee to shoppers and to sharing this exceptional and impactful activation in Hainan.”

The Hainan activation, located in a central plaza in the Mova Mall, Haikou, commands attention with its dynamic, steel, two-storey structure stretching 65 square metres.

Shoppers can interact with the installation thanks to a multitude of photo opportunities available, as well as the fun DJ experience titled New Mix, New Beat, which invites people to take part in a sampling and music mixing session.

The activity starts with an ice-cold shot (-18oC) of Jägermeister Cold Brew Coffee (33% ABV) before taking to the DJ decks, with participants’ musical creations broadcast in real time.

Approximately 100,000 samples are expected to be served during the campaign, with social media and digital activity to raise awareness of and support the Hainan launch.

The Jägermeister Hainan pop-up will also showcase the super premium Jägermeister herbal liqueur and range extension Jägermeister Manifest.

“This is the biggest, coolest interactive activation Mast-Jägermeister has ever done in travel retail,” says Jägermeister director of customer development François Picquot.

“This campaign is a sensational celebration, designed to capture the attention of target consumers and bring Jägermeister Cold Brew Coffee to life.

“It will raise awareness of Jägermeister Cold Brew Coffee and reinforce Jägermeister’s position as the number one shot brand in the world in arguably the world’s most important travel retail market.”

Jägermeister Cold Brew Coffee was first launched in the US and UK domestic markets in 2019, as well as in select travel retail stores in 2020.

The expansion into Asia duty free is part of the Jägermeister Cold Brew Coffee global roll out, which began earlier this summer with in-store activation campaigns at six European airports.

The drink, which blends the original Jägermeister with cold brewed Arabica coffee and notes of cacao, is targeted towards Jägermeister enthusiasts, shot drinkers (LDA to 29) and coffee and chocolate lovers.

Jägermeister was created by Curt Mast more than 80 years ago and its recipe of 56 different herbs, flowers and roots remains unchanged to this day.

Jägermeister is distributed in 150 countries and, in 2021, total sales of the 0.7-litre bottles reached 111,6 million, making it the ‘best-selling herbal liqueur in the world’.