Jägermeister unveils Munich T2 Oktoberfest pop-up shop

By Andrew Pentol |

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The world’s first Jägermeister out-of-store activation will run for eight weeks in Munich Airport Terminal 2 from 1 September.

Mast-Jägermeister SE, has unveiled a 35sq m pop-up with Gebr. Heinemann at Munich Airport Terminal 2 to celebrate the Oktoberfest beer festival.

Running for eight weeks from 1 September, this is the world’s first Jägermeister out-of-store activation and is designed to introduce travellers to Oktoberfest.

The concept is brought to life with a display of traditional musical instruments to bring the Oktoberfest spirit to travellers, according to the company.

Promoters dressed in traditional Bavarian costumes with a Jägermeister twist, encourage visitors to discover more about the brand by sampling an ice-cold shot or sipping Jägermeister Manifest.

OKTOBERFEST GAME

They can also play Jägermeister’s version of Wheel of Fortune, a traditional Oktoberfest game, to win prizes including signature ice-cold shots and mini beer mugs.

Within the zone, passengers can buy a range of Jägermeister products, including exclusive travel retail gift-packs, Jägermeister Manifest and the Jägermeister Munich bottles from the City Label range launched in May 2018.

Gebr. Heinemann Account Manager in Munich, Oliver Hein said: “Like Gebr. Heinemann, Mast-Jägermeister SE is a family-owned German business. To collaborate for this world-famous German festival is very special.

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Visitors can play Jägermeister’s version of Wheel of Fortune, a traditional Oktoberfest game, to win prizes including signature ice-cold shots.

“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 not only impact immediate sales, but provide an exciting and lasting experience to consumers as they enter the city.”

Mast-Jägermeister SE Director of GTR, Dietmar Franke added: “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.

“Our partnership with Gebr. Heinemann is first class and we are really pleased to be delivering this outstanding activation with them.

PRIORITY CHANNEL

“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.”

With stores located close to the pop-up, Munich Airport retail subsidiary Eurotrade has helped ensure a successful activation. Nils Schirmer, Purchasing Director for Eurotrade commented: “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.”

With an ABV of 35%, Jägermeister is made from 56 different herbs, blossoms, roots and fruits. It was created by Curt Mast more than 80 years ago and made from all natural ingredients. The recommended serve is an ice cold shot at -18 degrees, straight from the freezer.

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Promoters dressed in traditional Bavarian costumes with a Jägermeister twist, encourage visitors to discover more about the brand.

The company said this latest initiative reflected Jägermeister’s strategy to prioritise GTR and increase its presence in airports.

Jägermeister is the world’s top herbal liqueur brand and ninth best-selling premium spirits brand. According to latest IWSR data, it has risen from 16 to 13 in the travel retail sales ranks, bringing it closer to fulfilling its top-10 ambition.

TRBusiness was the sole travel retail media to attend the launch and will bring you an in-depth interview with Mast-Jägermeister SE Director of GTR, Dietmar Franke and other members of the GTR team in due course.

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Passengers can buy a range of Jägermeister products, including exclusive travel retail gift- packs and the premium Jägermeister Manifest.

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