Jägermeister Orange hits airport retail in ‘new chapter’ for herbal liqueur

By Luke Barras-hill | Monday, 14 April 2025 17:10

Jägermeister Orange (33% ABV) is a fruity ice-cold shot ‘perfect for young adult consumers looking for extraordinary taste experiences’, says the brand.

Mast-Jägermeister has introduced new flavour variant Jägermeister Orange (33% ABV) into global airport retail.

Launching this month in Europe, Brazil, India and key hubs in Asia, the fruity twist on the well-known herbal liqueur blends the smooth, citrusy taste of oranges and mandarins with a hint of herbs and subtle bitterness.

Beginning in June, airport activations will promote the launch and engage travellers via collaborations with the company’s retail partners.

The liquid builds on the original Jägermeister base of 56 herbs, roots, and blossoms and is infused with high-quality oil from Sicilian orange and mandarin peels, extracted gently to preserve the flavour.

“Jägermeister Orange is sunshine in a glass – a delicious new chapter showing the lighter, fruity side of our brand,” commented Tobias Witte, VP Global Travel Retail, Mast-Jägermeister.

The bottle features clear glass and bright liquid for a striking visual twist.

Following a successful test in the Czech Republic and Slovakia, Jägermeister Orange is also expanding into domestic markets including Germany, Austria, South Africa, and others.

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