Singapore – Mast-Jägermeister is set to unveil its latest product, Jägermeister Orange, at the upcoming TFWA Asia Pacific Exhibition in Singapore. This new flavor is expected to make a significant impact on the brand’s presence in the region, especially among younger consumers seeking refreshing and unique experiences.
A New Flavor for a Younger Audience
Jägermeister Orange is a fruity, iced drink designed to cater to the tastes of Generation Z and younger travelers. The product promises to deliver a unique taste experience, positioning itself as a relaxed and innovative variation of the iconic Jägermeister herbal liqueur. The brand aims to captivate the curiosity of young drinkers by offering a new way to enjoy an ice-cold spirit that reflects a dynamic attitude.
“Tapping into the youthful spirit, Jägermeister Orange embodies the innovative essence of our brand,” said Tobias Witte, Vice President Global Travel Retail at Mast-Jägermeister. “It’s more than just a spirit; it’s an attitude that invites young consumers to enjoy something new and exciting.”
Targeting the Travel Retail Market
Jägermeister Orange will be rolled out across major international airport hubs in Asia, India, Europe, and Brazil, aligning with Mast-Jägermeister’s strategy to engage global travelers. The brand’s push into the travel retail sector is particularly targeted at Generation Z, who are increasingly traveling internationally.
Mast-Jägermeister will also debut its new “Orange Era” campaign at the TFWA exhibition. This channel-specific campaign is designed to drive brand awareness, encourage product trials, and recruit new customers through engaging experiences that resonate with young adult consumers.
According to Francois Picquot, GTR Customer Development Director, Asia Pacific, “Jägermeister is gaining momentum in Asia Pacific and we are excited to introduce Jägermeister Orange to a growing number of young adult consumers traveling through the region.”
Expanded Portfolio on Display
In addition to Jägermeister Orange, Mast-Jägermeister will showcase its expanded portfolio at the event, including the highly successful premium tequila brand Teremana. Teremana, founded by Dwayne Johnson in 2020, has rapidly gained popularity in the Asia Pacific market and will be a key product at the exhibition. Available in Blanco, Reposado, and Añejo expressions, Teremana’s handcrafted small-batch tequilas continue to make waves in global travel retail.
At the event, Mast-Jägermeister will also celebrate Teremana’s one-year anniversary in the global travel retail space, highlighting its growing footprint in Vietnam, China, and India.
Picquot added, “The future looks bright for us in Asia, and we are excited to meet our partners and customers at TFWA APAC to continue driving growth in the region.”
Looking Ahead
Mast-Jägermeister’s strategic expansion in the Asia Pacific market with the introduction of Jägermeister Orange and its focus on the success of Teremana signals the company’s ongoing commitment to tapping into new trends and demographics within the spirits industry. With the focus on innovative flavors and a youth-focused approach, Mast-Jägermeister is poised for further growth in the global travel retail market.
Related Topics
