Jägermeister Orange to launch in GTR

Mast-Jägermeister has unveiled a new orange flavour of its herbal liqueur, which will be available in select markets and global travel retail from April.

Based on Jägermeister’s original herbal liqueur, the new orange flavour combines the fresh, fruity taste of the essence of oranges and mandarins, complemented by a fine herbal note and a subtle bitterness. The introduction of Jägermeister Orange follows a successful test launch in the Czech Republic and Slovakia, where sales ‘exceeded expectations’. Now, Mast-Jägermeister is now rolling the expression out into other domestic markets, including Germany, Austria, Croatia, Hungary, Slovenia and Norway, as well as airports in global travel retail. Tobias Witte, Mast-Jägermeister vice-president global travel retail, 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 LDA [legal-drinking-age] drinkers to the brand.” Joining Jägermeister, Jägermeister Manifest and Jägermeister Cold Brew Coffee, the new orange flavour is presented in a transparent edition of the ‘iconic’ Jägermeister bottle, highlighting the ‘bright’ liquid within. Jägermeister Orange has been designed to be enjoyed as an ice-cold shot, with an alcohol content of 33% ABV. 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 while putting consumers ‘at the heart’ of the engagement. Gunar Splanemann, Mast-Jägermeister SE director global innovation and design, said: “Jägermeister Orange was developed in response to consumer needs and crafted with a high level of market involvement and insights. Our commitment to putting consumers at the centre of our development processes is clearly reflected in this product.” 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 to create this new expression. Dr Berndt Finke, Mast-Jägermeister SE vice-president products and quality, explained: “Only natural ingredients are used in Jägermeister Orange. 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."