Jägermeister’s VP GTR Tobias Witte discusses accelerating business in Asia

By Faye Bartle |

Mast-Jägermeister SEMast-Jägermeister SE is raising awareness of its plans to further develop its duty free and travel retail business in Asia Pacific, underscored by raising the curtain on its debut booth at the 2023 TFWA Asia Pacific Exhibition in Singapore.

The eye-catching stand at the major industry event, which took place last week (7-11 May 2023) at the Sands Expo and Convention Centre, echoed the design DNA of the company’s 2022 activation to launch Jägermeister Cold Brew Coffee in Asia in a campaign launched in partnership with China Duty Free Group in Hainan.

It was a hotspot for visitors snapping photos for social media.

Furthermore, the brand’s cocktail event on the booth on the Tuesday evening (9 May) was a popular social fixture.

As part of our Singapore Shorts video interview series, produced in partnership with The Bluedog Group, Jägermeister Vice-President Global Travel Retail Tobias Witte tells us what’s on the radar for the family-owned company in the channel, reflecting how a focus on premiumisation and consumer engagement is at the heart of the strategy.

The company’s signature Jägermeister herbal liqueur (the recipe for which has remained unchanged since its launch in 1935), as well as Jägermeister Cold Brew Coffee and Jägermeister Manifest were in the spotlight at TFWA Asia Pacific.

During the week, Mast-Jägermeister SE shared an updated on its global travel retail (GTR) campaign titled The Secret is You, which champions travellers as ‘the secret ingredient in the artistic process’ of the brand, from creating cocktails to interacting with its digital activations.

This year, the campaign will transform more than 60 Jägermeister airport spaces into an outpost of the Ice Kühl Gallery multi-media art exhibition, which showcases digital art created by consumers.

“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,” said Witte.

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.”

Jägermeister launched into Asia Pacific domestic markets approximately a decade ago and into travel retail in 2018.

Hong Kong based Francois Picquot joined the business in 2019, tasked with driving expansion, adding new distribution points and increasing availability.

Today, the business is turning its attention to enhancing its visibility with a greater number of activations.

On top of the exclusive regional launch of Jägermeister Cold Brew Coffee last year (as mentioned above), the company has installed a permanent backwall with educational elements and a tasting bar at the new CDF Haikou International Duty Free City Shopping Complex in Hainan (which wears the crown as ‘the world’s largest single duty free shop’).

The company’s accelerating investment in Asia Pacific follows the success of its GTR business in 2022, when Jägermeister achieved double-digit sales growth – its ‘best results ever’, according to the company.

Jägermeister is now the eighth largest premium spirits brand line in the entire channel, according to IWSR* data.

READ MORE: Jägermeister Cold Brew Coffee starts strategic roll out in Asia with CDFG

READ MORE: Jägermeister set to make exhibition debut at TFWA Asia Pacific

*IWSR Top 20 Premium Spirits brand lines 2022.

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