Jägermeister extends city-themed bottle collection with 13 destinations

By Andrew Pentol |


The Jägermeister exclusive series of city-themed bottles was initially launched last year with 12 destinations.

Mast-Jägermeister SE is extending its GTR exclusive series of city-themed bottles as it increases its focus on travel retail and its in-store presence in global airports.

The range has been extended from the original 12 international cities launched last year (Berlin, Hamburg, Frankfurt, Munich, Copenhagen, Amsterdam, Oslo, Vienna, Istanbul, Moscow, Sydney and Auckland), to include an additional 13 destinations. The new destinations are all key international travel hubs for Jägermeister consumers, according to the company.

Locations include London (Heathrow, Stansted and Gatwick airports), Düsseldorf, Barcelona, Madrid, Prague, St Petersburg, Rio de Janiero, Buenos Aires (two airports), Singapore, Hong Kong, Auckland and also Portugal (Lisbon and Porto), and Canary Islands (seven airports).


All designs depict famous sites printed directly on to the bottle, with a discreet reference to local experiences or urban myths hidden among the images. The London bottle features Mary Poppins, umbrella in hand, floating above the London skyline. The Buenos Aires bottle features a couple dancing the tango on a rooftop.

Originally available only in Gebr. Heinemann stores, the range is now listed with Dufry and Lagardère. The one-litre bottles are sold at the same price point as the core Jägermeister bottle.

The tagline for the new series — ‘One World, One Jägermeister’ — emphasises that the liquid inside remains the same.

Mast-Jägermeister SE Head of Business Development Global Travel Retail, Hans Vogt said: “We are delighted with the response by consumers to our City Labels range. Last year, they accounted for over 6% of sales and are helping to drive brand premiumisation and incremental sales.”

According to latest IWSR data, Jägermeister has risen from number 13 to 10 in the international premium spirits brand listing in global travel retail.




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