Mast Jägermeister Launches Limited Edition 9556 Nights of Exploration in Travel Retail
Mast Jägermeister Launches Limited Edition 9556 Nights of Exploration in Travel Retail
Mast Jägermeister has unveiled its latest limited edition release, 9556 Nights of Exploration, with only 2,500 hand-numbered bottles created for sale. Of these, 1,000 have been allocated to travel retail and will be available at key airports such as Singapore Changi, Amsterdam Schiphol, Istanbul, Sydney, Mumbai, and Frankfurt. The remaining bottles can be found in 15 domestic markets through e-commerce platforms.
The launch of 9556 Nights of Exploration in travel retail is part of Jägermeister’s The Taste of the Extraordinary campaign, which utilizes digital and social media outreach to generate awareness. The campaign aims to drive footfall in stores where the limited edition release is displayed on dedicated podiums.
Each display features a QR code that allows shoppers to participate in a quiz about the new release’s taste and learn more about the brand’s story. Participants can enter a competition to win a bottle of 9556 Nights of Exploration.
Tobias Witte, Mast Jägermeister Vice-President Global Travel Retail, expressed excitement about introducing consumers to 9556 Nights of Exploration, providing them with a new taste experience as part of Jägermeister’s commitment to creating unforgettable nights.
The new release, named after the 9556 nights of work done by Dr. Günther Fidel to develop the base Jägermeister spirit in an oak barrel, offers a spicy, herbal flavor with sweet fruit accents, caramel and vanilla aromas, and a hint of oak.
The packaging for 9556 Nights of Exploration has been reimagined, with no front label to showcase the spirit’s color and a traditional orange back label. The label features the creation story printed on the inside, visible only after the spirit is consumed. The bottle is housed in an orange beechwood box inspired by wooden art shipping crates, with a QR code linking to the forest where the wood originates.
The launch at Frankfurt Airport was supported by high-profile screen advertising in collaboration with Gebr Heinemann, with an exclusive campaign for Heinemann & Me members offering early access to purchase a bottle. Jens Peter Peuckert, Gebr Heinemann Director Marketing, highlighted the interactive display as a memorable experience for travelers.
Overall, the release of 9556 Nights of Exploration in travel retail marks a significant milestone for Mast Jägermeister, offering consumers a unique and exclusive taste experience in airports around the world.