The latest redesign spotlights 19 locations across Europe and Asia.

Mast-Jägermeister SE is introducing a new evolution of its City Labels collection, unveiling a refreshed range of GTR-exclusive location-themed bottles designed to celebrate some of the world’s most recognisable destinations.

Available for a limited time from June across travel retail locations in Europe and Asia, the updated collection transforms the brand’s iconic one-litre bottle into a travel-inspired keepsake, designed to resonate with shoppers looking for memorable and locally relevant purchases.

Since launching seven years ago, the City Labels concept has sold more than 500,000 bottles, underlining the growing appetite for collectible and destination-led exclusives within travel retail.

The latest infographic-style redesign spotlights 19 locations across Europe and Asia, including Berlin, Copenhagen, Dublin, Düsseldorf, Frankfurt, Hamburg, Istanbul, London, Munich, Norway and Singapore. New additions to the collection include Antalya, Austria, Iceland, Poland and Kuala Lumpur.

Designed to extend engagement beyond the point of purchase, each bottle features a QR code that unlocks curated local recommendations, allowing travellers to discover bars, restaurants and experiences in the featured destination “like a local”. Consumers can also build a digital bottle passport by collecting bottles from different cities and locations throughout their travels.

Stephanie Cleary, GTR Marketing Director at Mast-Jägermeister SE, said: “This latest evolution of our iconic City Labels is perfectly tailored and exclusive to the GTR market. We engage our consumers with these high-impact, exclusive and collectable designs, offering a special twist to the regular one-litre bottle.”

The launch follows recent consumer research conducted by Mast-Jägermeister SE among international travellers, reinforcing the company’s focus on shopper-led innovation and engagement. According to the findings, 82% of participants responded positively to the designs, while eight in ten said they would purchase the limited-edition bottles.

Comments from participants highlighted the emotional appeal of the concept, with one respondent noting that the “city symbols on labels give the bottle an extra special feeling”.