Mast-Jägermeister SE is partnering with China Duty Free Group (CDFG) to launch Jägermeister Cold Brew Coffee into Asia.
Jägermeister Cold Brew Coffee, which will be 33% ABV, is making its first appearance on the continent supported by a month-long activation in Hainan before rolling out over the summer into other CDFG locations. From September, the variant will extend into mainland China and other Asian domestic markets.
The activation includes a large, steel, two-storey structure in a central plaza in the Mova Mall, Haikou featuring a 65 square metre interactive installation and involves a music experience, named New Mix, New Beat, which invites passengers to create their own mix while listening to tunes.
According to the company, approximately 100,000 samples are expected to be served during the campaign while social media and digital activity are set to reinforce and amplify the Hainan launch. Additionally, the Jägermeister Hainan pop-up will also showcase the flagship Jägermeister herbal liqueur and the brand’s other variant from the portfolio Jägermeister Manifest.
China Duty Free Group President, Charles Chen said: “We are delighted to partner with Mast-Jägermeister, not only as the first travel retail operator in Asia to offer Jägermeister Cold Brew Coffee but also as the launchpad of this exciting product in Asia. We look forward to introducing Jägermeister Cold Brew Coffee to shoppers and to sharing this exceptional and impactful activation in Hainan.”
Jägermeister director of customer development, François Picquot, added: “This is the biggest, coolest interactive activation Mast-Jägermeister SE has ever done in travel retail. This campaign is a sensational celebration, designed to capture the attention of target consumers and bring Jägermeister Cold Brew Coffee to life. It will raise awareness of Jägermeister Cold Brew Coffee and reinforce Jägermeister’s position as the number one shot brand in the world in arguably the world’s most important travel retail market.”
The Jägermeister Cold Brew Coffee brand extension was initially launched in the US and UK in 2019 and in select travel retail stores in 2020, however its expansion into Asia duty free is part of its planned global roll out which started earlier this summer which began with an in-store activation campaign at six European airports.