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Mast-Jägermeister lines up Travel Retail push for Jägermeister

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Mast-Jägermeister has launched a Travel Retail campaign for its herbal liqueur brand.

The Jagermeister activation will roll out to 18 airports

The Jagermeister activation will roll out to 18 airports

The company said yesterday that the activation, called 'Mastered in Germany Travelled Worldwide', highlights Jägermeister's heritage. The push features a series of month-long installations across 18 airports, including Barcelona, Madrid, Copenhagen, Johannesburg and Sydney.

The pop-ups feature the liqueur's signature serve at -18C and highlight GTR-exclusive packs - a one-litre bottle with glasses and stirrers as well as two half-litre bottles with shot glasses.

"Following our strong double-digit growth in 2017, we are increasing our activity this year," said Mast-Jägermeister SE director of GTR, Dietmar Franke. "This series of... installations raises Jägermeister's in-store visibility amongst consumers travelling via major international airports and communicates its brand heritage and quality and precision message.

"Jägermeister is an impulse purchase brand so it is not only important to sample amongst both established fans and those who have not tried it before but also reinforce the sampling with one-of-a-kind offers that can only be found in duty free."

The airport activation programme will be rolled out to more locations later in the year, the company said. 

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