Jägermeister rolls out European airport GTR campaign for Cold Brew Coffee

By Luke Barras-hill |

Mast-Jägermeister SE is celebrating the global distribution of Jägermeister Cold Brew Coffee to global travel retail from this month with an interactive pop-up campaign at six major European airports.

The ‘New Mix, New Beat’ in-store activation is live through June in Dufry stores at London Heathrow and Düsseldorf Airports and with Aelia Duty Free at Rome and Prague Airports.

In September, the pop-up will feature at Dufry stores in Barcelona and Istanbul Airports for a period of eight weeks.

The music-inspired activation invites travellers to create their own ‘mix’, beginning with an ice-cold (-18c) shot of Jägermeister Cold Brew Coffee to awaken the beat.

Visitors will encounter a backdrop of remixed sounds, broadcast in real time, emitted from an interactive DJ deck featuring contributions from guest DJs.


Supporting the in-store activity is an integrated marketing programme encompassing digital communications online and in-store, outdoor advertising, and staff education, all designed to capture the attentions of travellers.

“We are really excited to roll out Jägermeister Cold Brew Coffee across global travel retail and delighted to bring it to life for travellers with this exciting interactive in-store initiative,” commented Jägermeister Vice President Global Travel Retail Tobias Witte.

Approximately 15,000 samples of Jägermeister Cold Brew Coffee are expected to be served during the campaign. Pictured is the pop-up at London Heathrow Airport in partnership with Dufry.

“The initial launch phase has proven successful, meeting our expectations. We now really look forward to educating consumers and driving trial and sales. This campaign will raise awareness of Jägermeister Cold Brew Coffee and reinforce Jägermeister’s position as the number one shot brand in the world.”

As reported, Jägermeister Cold Brew Coffee (33% ABV) made its debut in global travel retail exclusively with Gebr. Heinemann in January 2020 following the launch in the UK and US domestic markets in September 2019.

The sku combines original Jägermeister and intense cold brewed coffee with the ‘all-natural aroma of the 56 herbs, blossoms, roots and fruits of the unique herbal elixir with intense Arabica coffee and notes of cacao blend creating a delicious, well-balanced shot’.

Jägermeister Cold Brew Coffee is aimed at Jägermeister enthusiasts, shot drinkers (those of  legal-drinking age to 29 years) and coffee and chocolate lovers in search of new taste profiles.


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