Mast-Jägermeister SE has unveiled a pop-up with Gebr. Heinemann Duty Free at Munich Airport to celebrate the return of Oktoberfest (17 September to 3 October) following a three-year hiatus.

The pop-up, titled Gate 56 (a name inspired by the 56 herbs, flowers and roots used to make Jägermeister), aims to bring the Jägermeister and Oktoberfest experience to life and put travellers firmly in the party spirit.

The space combines the traditional designs and icons of Bavaria with Jägermeister’s new global travel retail campaign, The Secret is You, offering travellers an engaging digital art experience.

“Jägermeister is a valued partner and we are delighted to celebrate this world-famous German festival together,” said Eurotrade Director Purchasing & Category Management at Munich, Nils Schirmer.

“Munich Airport is extremely busy now and Jägermeister’s installation is a welcome attraction for visitors, driving sales and providing a great experience to consumers as they enter and leave the city.”

Upon arrival in the zone, travellers are offered an ice-cold shot of Jägermeister, Jägermeister Manifest or Jägermeister Cold Brew Coffee and encouraged to discover more about the brand.

They can buy a special edition Oktoberfest 2022 bottle of Jägermeister and play Jägermeister’s Wheel of Fortune (a twist on the traditional Oktoberfest game) to win signature ice-cold shots, mini beer mugs and pretzels.

The pop-up runs for eight weeks until 31 October and is expected to reach an impressive one million passengers, with 6,000 consumers set to sample Jägermeister during that time.

“This latest initiative reflects Jägermeister’s commitment to the GTR channel and increasing our airport presence,” says Mast-Jägermeister Director Customer Development, Hans Vogt.

“Jägermeister is now ranked the eighth best-selling brand line according to the latest IWSR data*, proving our premium credentials as well as our commitment throughout the pandemic to consumers and customers.

“We will continue to invest and remain visible and look forward to accelerating our growth further in the future.”

The GTR campaign, The Secret is You, launched in June this year.

For the Gate 56 pop-up at Munich Airport, the activation invites travellers to channel their inner artist by creating their own digital ‘meister piece’ and to share their experience on social media.

*Source: IWSR Top 20 International Premium Spirits Brand Lines 2022