Image of the Day – Jägermeister’s towering travel retail exclusive

Image of the Day – Jägermeister’s towering travel retail exclusive

Our new daily feature celebrates key moments, launches and campaigns in the global travel retail industry.

Towered cities please us then, and the busy hum of men.” – John Milton, L’Allegro

Today’s image almost jumps off the screen. And I suspect the product may simply jump, if you’ll excuse the literary licence, off the shelves.

It depicts the new travel shopping-exclusive series of city-themed bottles just released by digestif producer Mast-Jägermeister, initially through Heinemann Duty Free.

The range focuses on eight locations: Berlin, Hamburg, Frankfurt, Munich, Copenhagen, Amsterdam, Oslo and Vienna. Each edition depicts images of famous sites printed on the bottle. There is also a discreet reference to local experiences hidden among the images, for example Berlin’s music scene and Hamburg’s lively nightlife. The range will be extended to Istanbul, Moscow, Sydney and Auckland later in the year.

It’s not a revolutionary idea (such location-themed destination merchandise has long been a staple of the confectionery sector) but it’s executed particularly well here. I like the tagline too – One World, One Jägermeister.

Airports are a wonderful crossroads of humanity, an enthralling tapestry of emotion, a compelling laboratory of human behaviour, and of course a conduit to a city, region and country. I have long believed that airport shops – and the products they sell – must better reflect that unique cocktail of human, cultural and commercial ingredients. A unique channel deserves unique products, not just token repackaging or size variations from the local market. While the juice here is standard Jägermeister, the thought process behind the startlingly impactful presentations renders the project a travel retail exclusive of substance and class.

The launch follows hot on the heels of the brand’s ‘Mastered in Germany, Travelled Worldwide’ campaign unveiled earlier this year, another recognition of the specificity of the channel. Mast-Jägermeister has (perhaps belatedly) seen an untapped opportunity in global travel retail. The evidence suggests it is making up for lost time fast.

PREVIOUS IMAGES OF THE DAY

WALKWAY BECOMES RUNWAY AT COPENHAGEN AIRPORT

The world’s first airport indoor runway? Well for a few seconds at Copenhagen Airport this week it was, as the opening of the hub’s indoor walkway was celebrated in innovative style.

The 100-metre indoor walkway – claimed to be Denmark’s longest – enables travellers to shortcut from the metro directly to the security control and SAS Fast Track in Terminal 3.

Three runners from Copenhagen’s the NBRO-Running race club put the shortcut to the ultimate test with a 100-metre dash. Catarina (centre) took out the honours in a deeply impressive 11.5 seconds.

While it might take the average traveller a few more seconds to use the new footbridge, the time saving will still be considerable.

The gangway has long been high on Copenhagen Airport’s wish list and is a key part of the ambitious refurbishment and expansion of Terminal 3. Not only will the facility serve millions of travellers but it will free considerable space in the terminal’s busy ground level.

“We hope that the 100-meter bridge can help the commuters get an experience of an easier journey where they can quickly return home,” said of Copenhagen Airport CEO Thomas Woldbye.

Very quickly in the case of Catarina.

DFS CHANGI CELEBRATES AN UNLIKELY MARRIAGE

Our new daily feature celebrates key moments, launches and campaigns in global travel retail.

Today’s image comes from Singapore Changi Airport, courtesy of DFS Group Regional Merchandising Manager Patricia Sim Meng Chai, where Chivas Brothers International Brand Ambassador Darren Hosie hosted master classes for consumers and the DFS team over the past couple of days.

The subject of all the attention? Captain’s Reserve, described by Pernod Ricard-owned Chivas Brothers as the first major single malt to be finished in Cognac casks.

The new expression is a tribute to Captain William Smith Grant, great-grandson of George Smith, founder of The Glenlivett. The Captain fought in World War 1 in France and later played a key role in the post-war, post-US prohibition Scotch whisky revival in the UK and US.

Captain’s Reserve has a domestic market RRP of £45-48 (US$60-64 or local equivalent). It has made its Asia duty free debut at DFS Changi.

Darren Hosie (fourth from left) and Patricia Sim Meng Chai (second from right)

[DFS has introduced Captain’s Reserve at Singapore Changi Airport. Click on the YouTube icon to view in close up.]

NICE ONE NADINE

Our new daily feature celebrates key moments, launches and campaigns in the global travel retail industry.

Today’s image comes from the US, where Heinemann Americas Chief Executive Officer Nadine Heubel was honoured recently as one of Florida’s top ten women business leaders by the Commonwealth Institute of South Florida.

It’s a nice recognition of one of our industry’s many outstanding women leaders – and one of its most respected and decent executives.

Nadine Heubel (fourth from left): One of Florida’s top ten business leaders

“Thank you for this honour – and thank you to the entire Heinemann Americas team for all of your work making our company a huge success in the US,” said Ms Heubel.

SHIPSHAPE RETAIL ON MSC SEAVIEW

Our new daily feature celebrates key moments, launches and campaigns in the global travel retail industry.

Our first choice is a magically ebullient image. It comes courtesy of Adrian Pittaway, Corporate Head of Retail at MSC Cruises. It shows the MSC Seaview retail team walking together across the glass bridge to celebrate the completion of the opening project for the cruise line’s stunning new flagship, MSC Seaview.

“Now, we are ready to welcome our first guests onboard tomorrow after an exciting few weeks of turning spaces into amazing shops. We are ready,” says Pittaway.

MSC Seaview is the third next-generation cruise ship to come into service over the past year and the company’s 15th addition to the fleet.

All aboard: The MSC Seaview retail team gather on the glass bridge to confirm that all shopping is shipshape for the cruise line’s stunning new flagship

MSC Cruises is the world’s fourth-largest cruise line and largest privately-owned cruise company. It is the market leader in the Mediterranean, South America and South Africa.