On location: Jägermeister’s Orange Era takes off at Frankfurt Airport with Gebr. Heinemann
Jägermeister Orange makes its travel retail debut in partnership with Gebr. Heinemann and Frankfurt Airport Retail
GTR Magazine was on location at Frankfurt Airport June 10, for the launch of Jägermeister Orange into global travel retail in partnership with Gebr. Heinemann. Mast Jägermeister SE, maker of Germany’s famous herbal liqueur, debuted its new channel-exclusive activation campaign “The Orange Era” to GTR media and the industry at an exclusive event.
The Orange Era will drive awareness, trial, recruitment and conversion by engaging international travelers, in particular the Gen Z audience, says the company.
Debuting at Frankfurt International Airport in partnership with Gebr. Heinemann and Frankfurt Airport Retail and then rolling out to key international airports around the world, The Orange Era creates an immersive brand experience where consumers can taste, feel, and live the bold spirit of Jägermeister Orange through interactive, music-infused installations.
Jägermeister's "The Orange Era," is a bold, music-infused travel retail campaign that brings the spirit of their new citrus liqueur to life through interactive pop-ups at key international airports, targeting Gen Z travelers with immersive experiences and social media moments
Running for eight weeks in a prime location at Gebr. Heinemann’s B-West store in FRA, The Orange Era captures the essence of Jägermeister Orange via a vibrant retail display and a digital media campaign running on screens outside the duty free store location.
Photo booth engagement
At the installation, visitors can explore The Orange Era vibe by stepping into an orange phone booth, which triggers the orange glitter ball to rotate. Inside, visitors are invited to access a digital experience, selecting an animated background, featuring orange and music-inspired imagery. They then take their own unique celebratory snapshot of The Orange Era to share on social media.
Travelers are drawn into the activation space via leaflets that offer a number of gifts with purchase. These include Jägermeister Orange bucket hats and bum bags, orange-framed sunglasses, branded orange T-shirts, Jägermeister Orange stickers and Jägermeister Orange shot glasses, allowing them to fully experience The Orange Era.
As well as the highly engaging in-store initiative, the integrated program encompasses digital communications online and in-store.
A German TR trinity celebrate the launch of Jägermeister Orange: Tobias Witte, Vice President GTR, Jägermeister; Gordana Schiel, Managing Director, FAR; Manuel Schilling, Head of Buying Spirits, Gebr. Heinemann
Manuel Schilling, Head of Buying Spirits, Gebr. Heinemann said, “Jägermeister Orange perfectly embodies what we at Gebr. Heinemann strive for in travel retail: an extraordinary shopping experience that surprises and delights. This bold product innovation, combined with a playful and immersive pop-up, creates true moments of engagement – especially for younger adult travelers. The Orange Era is a great example of how strong collaboration between brand, retailer and airport brings our promise of a spectacular assortment to life.”
Gordana Schiel, Managing Director FAR (Frankfurt Airport Retail GmbH & Co. KG.) said, “We are excited and proud that The Orange Era is starting its journey in travel retail at our Heinemann Shop at Frankfurt Airport. With the activation in the shop, we not only delight our customers' taste buds but also offer an unforgettable experience, a snapshot moment that can be captured for eternity. It is important to us to not only excite our customers with new products but also to create an atmosphere in the shop that invites them to linger, and this is exactly what we have achieved together with Jägermeister. Jägermeister is an important partner for our business. The close cooperation has been characterised by innovative strength and outstanding marketing activities for years. Jägermeister Orange is the next step in a success story based on reliability and transparency.”
The Orange Era comes alive with music and entertainment as Jägermeister Orange creates an immersive party atmosphere designed to surprise and delight travelers, particularly the Gen Z audience
“The Orange Era is a very exciting and innovative campaign,” said Mast-Jägermeister SE GTR Marketing Director, Stephanie Cleary. “We really look forward to educating consumers and driving trial and sales. This campaign will raise awareness of Jägermeister Orange and reinforce the core brand appeal of Jägermeister.”
She told GTR Magazine: “We listen to our customers. We understand which flavor profiles they want. We know they wanted something citrussy and accessible. So hence Orange was born. It is such a bold flavour and a line extender that is open to a palette where people might have rejected it originally. But this is designed specifically to recruit into the younger forward-thinking and Gen Z consumer.
“It's citrusy, it's smooth, it's fruity. It ticks all those boxes and it's a lower ABV. It’s consumed as an ice-cold shot and it really just opens the door for people to try and be surprised. That was the whole ethos behind the launch in terms of recruitment. It's affordable and at the line price,” said Cleary.
“Jäegermeister Orange is a major new product which is here to stay," said Tobias Witte, GTR VP for Jäegermeister, here with GTR Magazine's Alison Farrington
The product was trialed in the domestic market in Czech Republic for 12 months prior to launch. “It wasn't on us to decide that it should be Jäegermeister Orange. Really it was the consumer that decided it had to be orange. Luckily we were able to effectively test it in market for one year and the great results showed us we have to roll it out internationally, immediately,” said Witte.
German TR trinity
Discussing the reason for the location, Witte explained, “We are a German brand. Frankfurt is an important airport for high passenger traffic. We know there is going to be a global audience here; we also have a great partnership. As airport retailers and brand, we share a common goal to showcase the brand here. It's a unique trinity here.”
Listed since April, The Orange Era GTR activation will move on through Europe, Asia Pacific, India and South America, targeting “top locations” for global traffic, according to Witte.
Core product launch
Jägermeister Orange (33% ABV) is a smooth and fruity ice-cold shot, perfect for young adult consumers looking for extraordinary taste experiences. With the iconic Jägermeister bottle, clear glass and bright liquid, Jägermeister Orange also offers a striking look and feel.
Jägermeister's "Orange Era" activation at Frankfurt Airport features an interactive orange phone booth that triggers a rotating glitter ball, inviting travelers to step into the vibrant world of the brand's new citrus liqueur
The production of Jägermeister Orange is a true craft. The base substance of the original Jägermeister, crafted from 56 herbs, blossoms, roots and fruits, is expertly blended with high-quality oil from Sicilian orange and mandarin peels. It’s priced the same as Jägermeister’s core herbal liqueur product and retails at €18.99 (US$20.50) in-store.
In addition to airports in Europe, Brazil and key hubs in Asia including India, Jägermeister Orange is launching into new domestic markets this year including Germany, Austria, Croatia, Hungary, Slovenia, South Africa, Turkey and Norway.
