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Jägermeister to launch its Cold Brew Coffee through pop-ups in airports

Jägermeister cold brew coffee

MILAN – To celebrate the launch of Jägermeister Cold Brew Coffee, the drinks company and the retailer Gebr Heinemann have teamed up for a series of “high-visibility, uniquely designed” pop-up activations beginning this month.

The latest extension to the Jägermeister line made its debut in travel retail in January, exclusively with Heinemann. It was scheduled for a wider roll-out in April, but that was delayed due to the ongoing Covid-19 pandemic and global shutdown.

Now, the plan will see pop-up activations launched in key European airports such as Frankfurt, Berlin, Munich, Copenhagen, Amsterdam, Vienna, Budapest, Istanbul and Moscow.

The activation was originally scheduled to take place in April. The original campaign plans have been modified to include new hygiene and social distancing requirements, such as the use of miniatures and the support of a social media and digital campaign.

Mast-Jägermeister SE Director of GTR, Dietmar Franke said: “This bold and extensive campaign for Jägermeister Cold Brew Coffee demonstrates our long-term commitment to the travel retail channel now and into the future.

“In the midst of the challenges we face as an industry, we are especially pleased to deliver this outstanding activation with long-term partner, Gebr. Heinemann. It will raise awareness of Jägermeister Cold Brew Coffee and reinforce Jägermeister’s position as the number one shot brand in the world.”