Jägermeister partners with Pantone

Mast-Jägermeister SE has partnered with Pantone to redefine, standardise and license its core colours ‘Herbal Green’ and ‘Culture Orange’.

Jägermeister has introduced two limited edition packs to celebrate the creative partnership with Pantone. Presented in the brand’s signature colours, Culture Orange and Herbal Green, the designs are said to showcase the duality of Jägermeister and embody the full character of the brand. The orange stands for the brand’s 'passion for best nights and the urban face of Jägermeister', while the green 'symbolises a profound respect for nature', natural ingredients and the craftsmanship that goes into creating the herbal liqueur. The Jägermeister bottle appears for the first time in a monochrome design with a matte finish and a Pantone-coloured label, accompanied by branded items. The Culture Orange edition spotlights a memorable Jägermeister race car design with a Porsche Carrera RSR on a 1:43 scale. The Herbal Green version features a stag head pourer. Christian Suding, global team leader of brand marketing and collaborations at Mast-Jägermeister SE, said: “Together with Pantone, we have evolved our unmistakable brand colours. Our biggest icon, the square bottle, is at the heart of both limited design packs, and the monochrome design elevates them into true collectors’ pieces.” The editions are limited to 560 sets of each across selected markets globally, available only through Gebr Heinemann. Around 100 packs of each are available in global travel retail (GTR). Ann-Kathrin Fürer and Nadja Gamm, heads of advertising and promotion at Gebr Heinemann, said: “These limited-edition packs are a perfect blend of creativity and convenience, offering travellers a unique and memorable shopping experience. "The collaboration with Pantone to redefine Jägermeister’s core colours ensures that these vibrant packs will stand out in travel retail. We believe these colours will inspire travellers, making their shopping experience truly unforgettable.” The initiative is supported by a digital campaign with Gebr Heinemann, prompting consumers to register for early access to its loyalty programme, Heinemann x Me, which began on 3 September. Both packs will be on general sale at the distributor's online store from 9 September with a suggested retail price of €199 (US$221). Stephanie Cleary, trade marketing director of global travel retail at Mast-Jägermeister, concluded: “Consumer engagement is at the heart of our strategy to drive appeal among Jägermeister fans. This collaboration with Pantone translates the universal language of colour into a vivid expression of Jägermeister that will engage design aficionados worldwide.” Earlier this year, the parent company reported an 8.1% increase in sales in 2023. Since 2020, Mast-Jägermeister SE's portfolio has also included Teremana Tequila, founded by actor and entrepreneur Dwayne Johnson, and Gin Sul, produced in Hamburg-Altona. Teremana Tequila sold one million nine-litre cases in a 12-month period, three years after it launched.