Mast-Jägermeister rolls out Manifest in European TR

By Andrew Pentol |


Branded bars, feature walls and standalone displays will showcase Jägermeister Manifest and enable customers to try it under the Manifesting Greatness banner.

Mast-Jägermeister SE is launching Jägermeister Manifest into new European travel retail markets.

As revealed, during an exclusive interview with Director of Global Travel Retail, Dietmar Franke and other members of the DF&TR team during the September launch of the Oktoberfest pop-up at Munich Airport Terminal 2, premium Jägermeister Manifest products are now in its second year in DF&TR.

Launched exclusively with Gebr Heinemann at selected airports in 2017, which the company described to TRBusiness as ‘one of its best’ in DF&TR, Jägermeister Manifest is now being introduced in other selected international airports.


Going on shelf in 29 airports across Europe from this month, with a recommended retail price of €40 ($45) for a 1l bottle, Manifest is the world’s first super premium herbal liqueur and first ever range extension for Jägermeister.

Four years in development, Jägermeister Manifest is based on the Jägermeister recipe, but with a dual maturation process, a greater number of botanicals and five macerates instead of four and is designed to be enjoyed as a sipping shot.

Linked to the launch, Jägermeister has embarked on a programme of high-profile activations in stores operated by Dufry in a number of European airports. This kicked off in November and will run throughout December.


Jägermeister Manifest is being launched at 29 European airports this month in locations such as Barcelona. 


Under the banner Manifesting Greatness, branded bars, feature walls and standalone displays will showcase the brand and enable consumers to try it. Passengers can purchase gift packs exclusive to travel retail and receive two free Jägermeister Manifest shot glasses with every purchase.

Franke remarked: “Manifest is a super-premium liqueur that has been specifically crafted to demonstrate our unique brand credentials, gain share of the GTR liqueur market and offer consumers a true point of difference.

“This listing with Dufry marks a major step in our ambitious growth strategy within the travel retail sector.”


A shelf full of Jägermeister Manifest products at London Heathrow International Airport.

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