Jägermeister Orange is made with the base substance of the original Jägermeister, crafted from 56 herbs, blossoms, roots and fruits, blended with high-quality oil from Sicilian orange and mandarin peels.

Mast-Jägermeister SE has launched its global travel retail-exclusive activation campaign, The Orange Era, at Rome Fiumicino Airport with Lagardère Travel Retail, in support of the introduction of Jägermeister Orange into GTR.

Jägermeister Orange (33% ABV) launched into global travel retail in April and is a smooth and fruity ice-cold shot, developed for young adult consumers.

Running for four weeks from the end of August at the Terminal 1 Lagardère store event space, The Orange Era is a vibrant and bold, orange pop-up that captures the essence of Jägermeister Orange, driving awareness, trial, recruitment and sales.

This zone features a giant video wall and offers perfect social media content for the key Gen Z audience.

Travellers engage directly on their mobile device, via a QR code which takes them to The Orange Era platform.

Staff interact with visitors and share the Jägermeister Orange story, taking polaroids and offering stickers and tattoos whilst they experience and enjoy the space. Visitors can sample an ice-cold Jägermeister Orange shot at the tasting bar and gifts with purchase include Jägermeister Orange bucket hats and shot glasses.

Jägermeister said it expects over 320,000 passengers to experience the space.

Lagardère Travel Retail Head of Category Management, Thibault Touchais, said: “This bold and bright activation brings Jägermeister Orange to life and we are delighted to share this with passengers during September. I am confident it will drive sales amongst this important target audience.”

At the end of the European summer, The Orange Era will roll out to airports in different regions, including the US and Asia Pacific.

“The Orange Era supports the introduction of Jägermeister Orange into global travel retail and immerses travellers into Jägermeister Orange with our vibrant and bold engagement platform,” says Mast-Jägermeister SE GTR Marketing Director, Stephanie Cleary.

“Jägermeister Orange fits perfectly in our portfolio and gives consumers a new taste experience, introducing younger LDA drinkers to the brand,” added Cleary.

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