Mast Jägermeister launches 9556 Nights of Exploration
Mast Jägermeister has launched 9556 Nights of Exploration, a strictly limited release of Jägermeister in global travel retail stores, supported by "The Taste of the Extraordinary" campaign.
Only 2,500 hand-numbered bottles of 9556 Nights of Exploration are available worldwide, with 1,000 in key international airports around the world, including Singapore, South Korea, Mumbai, Delhi, Hyderabad, Frankfurt, Oslo, Copenhagen, Berlin, Amsterdam, Istanbul, Sydney and Johannesburg amongst others. The product is also available in 15 domestic markets exclusively via e-commerce.
As part of "The Taste of the Extraordinary" campaign, cutting-edge digital and social media comms will drive awareness among consumers in airports. At select travel retail stores, 9556 Nights of Exploration is brought to life with the bottle presented as a design object on a podium. Shoppers scan the QR code on the display and are then asked to imagine the taste by taking a quiz and selecting the tasting notes and ingredients they believe to be part of the limited release recipe. By completing the quiz, shoppers will discover the story in an engaging and enticing way. At the end of the interaction, travelers are invited to leave their email address for a chance to win a bottle of Jägermeister 9556 Nights of Exploration.
Special dedicated displays in the Gebr. Heinemann store at Frankfurt Airport showcase the launch of 9556 Nights of Exploration to passengers, supported by airport advertising, with "The Taste of the Extraordinary" campaign appearing on screens at Terminal B West, in conjunction with Frankfurt Media. Earlier this month, an exclusive campaign with the loyalty program Heinemann & Me teased the launch to its members, inviting them to get ready to taste the extraordinary and gave them 24 hours early access to purchase a bottle.
Gebr. Heinemann Director Marketing, Jens Peter Peuckert, said, “We are thrilled to be able to offer 9556 Nights of Exploration in our Frankfurt store. By giving Heinemann & Me users early access to this exclusive product, we are keeping our promise to be a valuable travel companion. The interactive display will undoubtedly make for an unforgettable experience.”
Jägermeister Vice-President Global Travel Retail, Tobias Witte said, “We are delighted to introduce consumers in airports around the world to 9556 Nights of Exploration. This new and limited elixir from Jägermeister gives consumers a new taste experience as part of Jägermeister’s mission to provide the Best Nights of your life - today and tomorrow.”
9556 Nights of Exploration (ABV 40%, 70cl, RRP €560/US$607) is based on the secret Jägermeister recipe of 56 natural ingredients, including herbs, blossoms, roots and fruits which forms the concentrated essence behind the iconic Jägermeister taste. It is a first in the company’s history and the result of a successful experiment by Dr Günther Findel, the son-in-law of Jägermeister’s inventor, Curt Mast. Findel wanted to test how the base of the liqueur would develop when stored over a long time and thanks to his spirit of exploration, Jägermeister has now bottled this rare product 9556 nights later.
The essence is taken from a single oak barrel which has remained sealed and stored for over 25 years at the home of Jägermeister in Wolfenbüttel, Germany. The longer barrel time enriches the characteristic spicy herbal flavours with sweet fruit accents, as caramel and vanilla aromas round off the subtle hints of oak.
Special packaging has been created for 9556 Nights of Exploration. The minimalist clear glass bottle has no front label to allow the rich colors of the unique spirit to shimmer through and the back label is printed in Jägermeister’s signature orange. The story of the limited release is printed on the inside back label and only starts to appear when the liquid is enjoyed. A handwritten serial number makes each bottle a true original.
9556 Nights of Exploration is packaged in a beechwood box in Jägermeister Orange. The design is inspired by wooden crates used for shipping high-end artwork and the wood originates from beech trees native to Wolfenbüttel. A QR code shows the location of the forest via Google Earth. This feature underscores the history of this unconventional edition. In addition, an exclusive presentation pack has been designed for global travel retail, available only at airport stores and on travel retail operator e-commerce platforms.
9556 Nights of Exploration is best served in a tumbler at room temperature, allowing the spirit’s flavours to develop to their fullest. It can also be served over ice.
According to IWSR Top 20 Premium Spirits brand lines 2022, Jägermeister is now the eighth largest premium spirits brand line in the global travel retail channel.