Jägermeister Orange contributed significantly to growth in 2025.

Mast-Jägermeister SE increased sales and gained market share in 2025, despite continued weakness across key spirits markets worldwide. Global travel retail delivered double-digit growth versus 2024.

Performance was driven by the core Jägermeister brand, which increased its volume sales by +7.7% to 9.2 million nine-litre cases last year. The company’s total revenue rose to €882m (US$1.03bn).

Jägermeister Orange (supported by The Orange Era campaign) contributed significantly to growth, surpassing five million bottles sold. The new variant, which taps into the trend for lighter, fruity, “mixable” spirits, has performed particularly well in Germany, Austria and the Czech Republic.

In a persistently weak consumer environment, the core brand performed strongly across all regions worldwide, as well as in the global travel retail business.

CEO Michael Volke noted: “In a year in which many globally significant spirits markets recorded declines, we succeeded in strengthening our position. Our depletions even reached record levels worldwide – an impressive testament to the strength of our brand.

“Jägermeister Orange has already exceeded our expectations. We are now leveraging this clear momentum and are consistently expanding the international rollout of the new variant.”

He added: “We do not expect any tailwinds from international markets in 2026 and therefore maintain a cautious outlook. Nevertheless, the strong performance of our brands and our clear focus on consumers, innovation and operational excellence support our confidence that moderate growth is achievable.”

The introduction of Jägermeister Orange, supported by The Orange Era campaign, has driven incremental sales everywhere it has been launched.

The company’s global expansion of premium tequila brand Teremana has continued at pace. In 2025, the brand entered more than 20 additional countries. In the US, however, significant category headwinds and continued inventory reduction weighed on performance. Sales volumes declined from 1.1 million to 1.0 million nine‑litre cases.

Hamburg-based GIN SUL, part of the group’s portfolio since 2018, operated in a consolidating gin category, introducing new variants during the year.

Mast-Jägermeister SE Vice-President Global Travel Retail Tobias Witte commented: “2025 was a successful year for Mast-Jägermeister SE in the channel, as GTR continues to be a focus market to deliver brand experiences to a global audience.

“We will continue to drive GTR with our brands and cutting-edge activations to engage and excite travelling shoppers worldwide.”

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