Jägermeister has launched its Manifest liqueur into European travel retail.
The German family-owned company has partnered with Dufry on a number of high-profile activations to accompany the launch, at airports including Barcelona–El Prat, London Heathrow and London Gatwick.
Jägermeister said Manifest, which is the first range extension from the company, is the world’s first super premium herbal liqueur. The RRP is approximately €40 for a 1l bottle.
The company explained that Jägermeister Manifest was four years in development. It is based on the original Jägermeister recipe but with a dual maturation process, more botanicals, and five macerates instead of four. “It is designed to be enjoyed as a sipping shot,” added Jägermeister.
The launch activations, which began last month and will continue throughout December, feature the slogan ‘Manifesting Greatness’. Elements include feature walls, prominent standalone displays and eye-catching branded bars offering tastings.
Travel retail-exclusive gift packs are available and come with a GWP of two Jägermeister Manifest shot glasses per unit.
Jägermeister Director Global Travel Retail Dietmar Franke said: “This listing with Dufry marks a major step in our ambitious growth strategy within the travel retail sector.”
This week, The Moodie Davitt Report’s Martin Moodie is in Wolfenbüttel, the home of Jägermeister. Follow his journey on The Moodie Blog and look out for extensive coverage in The Moodie Davitt e-Zine soon.