Jägermeister ‘Ice Cold’ activation at Barcelona Airport.

Mast-Jägermeister SE has launched a new 350ml ‘Coolpack’ sku in global travel retail airport locations across Europe and the Americas.

A campaign that went live this month at Barcelona, São Paulo and Rio de Janeiro invites travellers to experience an ‘ice cold’ environment by illustrating the herbal liqueur’s perfect serve – a shot served at -18c.

The month-long activation will roll out to Frankfurt, Vienna, London Heathrow (T2, T3 and T5), Manchester, Hamburg, Madrid, Buenos Aires and Cancun Airports before the end of the year.

Since it launched at Amsterdam Schiphol in February, the ‘Ice Cold’ initiative has featured in *five other major European airports and is available in global travel retail with the likes of Gebr. Heinemann.

The Coolpack combines the brand’s traditional green livery in a traditional freezer pack. Its lightweight PET material makes it ‘ideal for outdoor activities where glass bottles as banned’, adds the brand.

“Travel Retail has proved to be the ideal environment to run the Ice Cold activation which has been extremely effective in terms of educating consumers on the perfect serve,” explains Dietmar Franke, Director of GTR, Mast-Jägermeister SE.

“We are also delighted with the consumer reaction to Jägermeister Coolpack. Travellers are always on the lookout for something new in store and this light pack, a permanent addition to our range, allows consumers to take Jägermeister with them wherever they go.

“It is already very popular and consumers intuitively understand how best to enjoy it – straight from the freezer.”

To read a more about Mast-Jägermeister SE, click here.

*Copenhagen, Bucharest, Munich, London Gatwick and Düsseldorf.