The activation is running until the end of February in the Gebr. Heinemann store. 

Mast-Jägermeister has continued the global expansion of its ‘The Orange Era’ campaign, with the first installation of 2026 landing at Copenhagen Airport Kastrup Terminal 2 on 19 February.

Running for eight weeks to the end of February in the Gebr. Heinemann store, the activation forms part of Jägermeister’s exclusive global travel retail campaign supporting the launch of Jägermeister Orange into the channel. The 33% ABV expression, introduced in April 2025, builds on the brand’s herbal base with a smooth, fruity profile aimed at younger adult consumers seeking new taste experiences.

Branded entirely in vivid orange, the pop-up was designed to maximise visibility and drive awareness, trial and recruitment. Travellers were invited to step into the immersive space, select their own orange-themed selfie background via QR code and sample ice-cold shots of Jägermeister Orange at a dedicated tasting bar. Gift-with-purchase incentives, including branded bucket hats and crossbody bags, added a further incentive to purchase and reinforced the campaign’s lifestyle positioning.

Of the two million passengers predicted to pass through the airport during January and February, more than 484,000 were expected to encounter The Orange Era installation, underlining the scale of the opportunity at this key Nordic hub.

Manuel Schilling, Head of Spirits Buying at Gebr. Heinemann, said: “The Orange Era has fantastic appeal, in particular amongst the Gen Z audience. We are delighted to kick off the year at Copenhagen Airport with this striking campaign. It is extremely effective and clearly presents Jägermeister Orange to our customers and I am confident it will drive sales.”

Stephanie Cleary, GTR Marketing Director at Mast-Jägermeister SE, added: “Copenhagen Airport is a strategically important location to introduce The Orange Era, a highly engaging campaign which immerses consumers in new and exciting Jägermeister Orange.”

The campaign was also activated during the same period at Munich Airport duty free and Travel Value stores supplied by Gebr. Heinemann, extending its European reach.

The 33% ABV expression was introduced in April 2025.

Cleary also noted: “We are delighted to have won the Travel Retail Award for Best Spirits Product, recognised and voted for by shoppers in the APac region. This is a huge boost for Jägermeister Orange and The Orange Era campaign.”

Jägermeister Orange retains the original brand’s base of 56 herbs, blossoms, roots and fruits, enhanced with high-quality oil from Sicilian orange and mandarin peels. Presented in the brand’s iconic clear glass bottle with a bright orange liquid, the variant has been developed to stand out both on shelf and within high-impact experiential activations — a strategy clearly at the heart of The Orange Era rollout in travel retail.

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