Jägermeister set to make exhibition debut at TFWA Asia Pacific

By Kristiane Sherry |

Jägermeister is focusing its GTR activity on its Secret is You campaign.

Germany-based family-owned herbal liqueur brand Jägermeister is getting ready to exhibit at TFWA Asia Pacific in Singapore for the first time where it will double down on its GTR campaign The Secret is You.

Launched in 2022, the campaign celebrates travellers, positioning them as the ‘secret ingredient’ in the creative process. 

Jägermeister is made according to a secret recipe using all-natural ingredients. Key tasting notes include citrus, ginger, star anise, and a bitter herbal note.  

This year, the campaign will see more than 60 Jägermeister airport locations turn into ‘Ice Kühl Gallery’ outposts featuring multimedia art exhibitions. 

In Singapore, Jägermeister will have a two-storey stand where visitors can express themselves by creating their own ‘meister piece’ to share on social media. 

Jägermeister, Jägermeister Cold Brew Coffee and Jägermeister Manifest all be displayed at the trade event, which takes place at Marina Bay Sands from 7-11 May 2023.

‘Double digit’ growth for Jägermeister

The investment in Asia Pacific activity follows a successful 2022 for the brand’s GTR activity, where it achieved double digit growth to become the eighth largest premium spirit in the channel, according to IWSR.

The liqueur brand first launched into the Asia Pacific domestic markets 10 years ago, before entering the travel retail channel in 2018.

Jägermeister now ranks as the eighth biggest premium spirit in GTR.

Hong Kong-based Francois Picquot joined the business as Director of Customer Development in 2019. The brand has expanded since then, and is now pivoting its strategy to focus on more activations.

Recent activity includes the regional launch of Jägermeister Cold Brew Coffee, as well as the installation of a permanent back wall with tasting bar and education space in Haikou Mall, both in Hainan.

The brand has also invested in digital communications, with focuses on WeChat, Alipay and Weibo. 

‘Number one shot brand’

“Our presence at the show is evidence of our on-going commitment to the Asia Pacific region and to creating surprising, high-quality activations geared to Jägermeister consumers,” said Jägermeister Vice-President Global Travel Retail Tobias Witte. 

“Many of the world’s best travel retail locations are in the Asia Pacific region and we are taking this opportunity to show visitors that premiumisation and consumer engagement is at the heart of what we do. 

“Jägermeister is enjoying great momentum in Asia Pacific and we will grow the brand further in 2023, as travel in and out of Asia picks up again. 

GTR director Tobias Witte says Jägermeister’s campaign is growing the entire category.

“Jägermeister is the number one shot brand in the world and a lifestyle brand in a category of its own. The Secret is You is a perfect platform to leverage the progressive spirit of Jägermeister, not only to engage existing drinkers but also bring new consumers into spirits and grow the overall spirits category.”

Witte continued: “We will drive forward our consumer interaction and continue to expand and develop digital elements for the brand in order to deliver Jägermeister’s mission to provide the Best Nights of your life – today and tomorrow.”

Earlier this month, Jägermeister revealed it has recorded its strongest-ever year for GTR sales, reporting double-digit growth in 2022 compared to pre-pandemic 2019.


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