Germany-based herbal liqueur Mast-Jägermeister SE has recorded its strongest-ever year for GTR sales, reporting double-digit growth in 2022 compared to pre-pandemic 2019.

According to IWSR figures, the brand is now the eighth biggest premium spirit in the entire GTR channel. 

Travel retail now ranks as Jägermeister’s seventh largest market, the brand said in a statement.

The result comes amidst challenging political and economic conditions, the family-owned company noted. 

Jägermeister is made according to a secret recipe with all-natural ingredients. It offers a flavour profile built on citrus hints, ginger and star anise, along with a gently bitter, herbal note.

“We have enjoyed tremendous international success as we’ve continued to ramp up activities and bring new concepts to life in recent months,” said Jägermeister Vice-President Global Travel Retail, Tobias Witte. 

“Pre-Covid we broadened our international distribution and subsequently were able to expand partnerships and increase our footprint with new customers. 

“At the same time, we expanded our portfolio with Jägermeister Manifest and Jägermeister Cold Brew Coffee. Travel retail is currently the largest and second largest market respectively for these products. 

“What’s exciting is that we still see great potential here, especially as travel in and out of Asia picks up again.”

60+ Jägermeister promotions planned for 2023

Ambitious Jägermeister GTR plans for 2023 include the continued roll-out of its The Secret is You channel-exclusive campaign.

It will host over 60 promotions worldwide, supported by 17 dedicated brand ambassadors in key markets. 

Ferries and cruise ships also remain a focus, the company stated.

“Our task is to create surprising, high-quality activations geared to Jägermeister consumers, with exclusive products such as our limited-edition gift bottles and shot glasses,” Witte commented. 

“We continue to drive forward premiumisation and coordinate campaigns with domestic markets which are driving overall brand awareness. 

“The best airports are now evolving into international shopping malls and, with over a billion passengers from around the world travelling through them, Jägermeister is the ideal brand to appeal to a global audience. Consumers understand Jägermeister’s mission to provide the Best Nights of your life – today and tomorrow.” 

Last year, Mast-Jägermeister hosted an Oktoberfest pop-up with Gebr. Heinemann Duty Free at Munich Airport to celebrate the return of the festival following a three-year hiatus.