Driving Conversion and Connection in Travel Retail: The Jägermeister Orange and Teremana Effect. Stephanie Cleary, Marketing Director, Interviewed.
1 minute read
Introduction by: Peter Marshall
In a category where new launches often struggle to translate early momentum into lasting impact, Jägermeister Orange and Teremana have moved decisively in the opposite direction – building sustained global success while carving out clear, differentiated identities. Nowhere is that more visible than in travel retail, where both brands have found a natural stage: high footfall, discovery-driven consumers, and an appetite for stories that travel as well as the products themselves.
For Stephanie Cleary, Marketing Director at Mast-Jägermeister SE, the success of these brands is rooted as much in emotional connection and execution as it is in consumer research. There is a clear belief that Jägermeister Orange has expanded the brand’s repertoire without losing its edge – introducing a brighter, more accessible flavour profile while staying anchored to its very distinctive DNA.
Equally, Teremana’s exponential rise speaks to something more universal. Built on authenticity and powered by the philosophy of “Share the Mana,” the brand is championed by founder Dwayne Johnson and has tapped into a spirit of generosity and inclusivity that resonates across markets and occasions. It also tastes great.
This is another thoroughly engaging conversation with the effervescent Stephanie Cleary. In this video she reflects on how these two brands – wholly different in origin yet aligned in intent – have harnessed cultural relevance, strong storytelling and innovative activations to thrive in an increasingly competitive landscape. In travel retail in particular, their success underscores a simple but powerful idea: when quality product, purpose and narrative align, growth follows.
Watch this space.
