Jägermeister turns orange with bold new line extension

German drinks house Mast-Jägermeister is launching a line extension, Jägermeister Orange, into global travel retail from April.

Based on the hugely popular original herbal liqueur, Jägermeister Orange offers a fresh, fruity taste derived from the essence of oranges and mandarins complemented by a fine herbal note and a subtle bitterness.

Its introduction follows a successful test in the Czech Republic and Slovakia where sales exceeded expectations, Mast Jägermeister said.

As a result the company is now rolling it out into other domestic markets, including Germany, Austria, Croatia, Hungary, Slovenia and Norway, as well as airports in global travel retail.

From June, Mast Jägermeister will bring Jägermeister Orange to life with bright and bold activations in key international airport hubs globally, working in collaboration with travel retail partners to put consumers at the heart of the engagement.

Jägermeister Orange (33% abv) offers a fresh taste experience to be enjoyed as an ice-cold shot, the company said.

Mast Jägermeister Vice-President Global Travel Retail Tobias Witte said, “We are delighted to introduce consumers in airports around the world to Jägermeister Orange. It fits perfectly in our portfolio and gives consumers a new taste experience, introducing new, younger legal-drinking-age drinkers to the brand.”

The new expression will join Jägermeister, Jägermeister Manifest and Jägermeister Cold Brew Coffee on shelf. Presented in the familiar Jägermeister bottle shape, featuring clear glass and bright liquid, Jägermeister Orange offers not only a new taste but also a striking look and feel, the company said.

“Jägermeister Orange was developed in response to consumer needs and crafted with a high level of market involvement and insights,” said Mast-Jägermeister Director Global Innovation & Design Gunar Splanemann. “Our commitment to putting consumers at the centre of our development processes is clearly reflected in this product.”

“Only natural ingredients are used in Jägermeister Orange,” added Mast-Jägermeister Vice President Products & Quality, Dr Berndt Finke.

“Sustainable sourcing and quality processing are of paramount importance. The oil from the peel of oranges and mandarins comes from a select region of Sicily, where fruit with a full-bodied flavour grows. We use a particularly gentle process to extract the essential oils to ensure that the fruity flavour is intensively accentuated.”

Jägermeister Orange is based on the original herbal liqueur made from 56 herbs, flowers, roots and fruits. The ingredients of these botanicals are extracted through a maceration process and combined to form the base, which matures in wooden barrels for a year to develop the unique flavour. The high-quality citrus oil extract is then added to the base spirit.  

Comment: When Mast Jägermeister launches a line extension, you just know they are serious about it, write Martin Moodie.

Remember, here is a brand, launched in 1934 by Wilhelm and Curt Mast, that didn’t unveil a variation under the Jägermeister name until 2013 – Jägermeister Spice, a limited-edition travel retail-exclusive for long-time close partner Gebr. Heinemann.

In February 2017, the company introduced a longer-term proposition in Jägermeister Manifest, a premium liqueur sold in bars, restaurants and exclusively (initially) in the off-trade by Gebr. Heinemann.

In September 2019, Jägermeister Cold Brew Coffee was launched in the UK and domestic markets, before being rolled out into travel stores run or supplied by Gebr. Heinemann.

Manifest and Cold Brew Coffee have proven excellent complements to the standard Jägermeister, which retains its lofty place as one of the world’s best-selling spirits.

With Jägermeister Orange, the company is taking an approach every bit as fresh as those oranges that help make up the intriguing flavour profile. Beautifully presented and carrying one of the great names in the alcohol industry, it seems sure to bear bountiful fruit in travel retail.