Own The Moment. Own The Orange. Everything is coming up Orange For Jagermeister. Tobias Witte Interviewed.
5 minutes read
Introduction by: Peter Marshall.
To say that the introduction of Jägermeister Orange earlier this year has been a success story would be an understatement. I recently had the opportunity of catching up with Tobias Witte, Senior VP, Global Travel Retail, to find out more about the strategy behind the launch, together with what is planned for the future.
Peter Marshall (PM): Hi Tobias, welcome back to TRunblocked.com. Jägermeister Orange was originally developed in response to consumer demand for new taste experiences. I want to step back a bit and ask you what specific insights or trends in the domestic and global travel retail markets inspired the launch of such a citrus-forward herbal liqueur?
Tobias Witte (TW): Mast-Jägermeister is a consumer-centric business and innovation is at its heart. We are always looking at opportunities and ideas and consumers are always at the centre of our product development process. I am delighted to say that this has been validated with the launch of Jägermeister Orange.
Our GTR strategy is about putting consumers and travellers at the heart of everything we do. As we listen to changing needs, we want to ensure we deliver the best experiences and products.
PM: With previous line extensions like Jägermeister Manifest and Jägermeister Cold Brew Coffee, how does Jägermeister Orange fit strategically within your global portfolio, and what differentiates its consumer messaging in travel retail compared to domestic markets?
TW: Jägermeister Orange is a very different proposition but fits perfectly in our portfolio, targeting consumers who are looking for the lighter side of Jägermeister. It launched into global travel retail in April and introduces new, younger LDA drinkers to the brand – we say Jägermeister ORANGE is sunshine in a glass – a delicious and vibrant shot that shows a new lighter, fruity side of our iconic brand.
With Jägermeister Orange, we are embracing the Gen Z cohort of consumers and we were delighted to discover this innovation had such strong appeal in the test market. It is a natural fit for the brand as well as for the consumer.
Jägermeister Manifest and Jägermeister Cold Brew Coffee target existing Jägermeister drinkers, whilst the introduction of Orange meets the needs of young adults who are looking for lower ABV and have a preference for fruit flavours.
PM: So what metrics are you using to evaluate the success of Jägermeister Orange in travel retail specifically, versus the test markets in the Czech Republic and Slovakia and Eastern Europe that ‘exceeded expectations’ and paved the way for its general release? Are you adjusting distribution and activation strategies based on real-time feedback?
TW: The metrics we are using include brand contacts, engagement and of course our liquid to lips campaign to reach target consumers.
PM: How has the brand been received so far – does it continue to exceed expectations? And what’s your current distribution in travel retail looking like?
We are really pleased with the response from both customers and consumers to the launch of Jägermeister Orange, a new chapter for our business. In most cases, facings are increasing as Jägermeister Orange is incorporated on shelf alongside the full Jägermeister portfolio. Consumer engagement at the activations has been superb and sales are very positive.
PM: I know these are early days, but is the current success you are enjoying with Orange now shaping your ongoing innovation pipeline?
TW: Our focus right now is rolling out the launch of Jägermeister Orange. This really is still early days.
Having said that, our business does not sit still, so it’s a case of watch this space! Mapping out our product and portfolio development strategy is key to our business in GTR, with travelling consumers and their needs always central to that strategy.
At Mast-Jägermeister innovation and consumer needs go hand in hand at the heart of the business. We are always looking at new ways to bring consumers closer to our brands and give them rewarding experiences.
PM: Now, Dr. Berndt Finke has said that sustainable sourcing and quality processing is considered “paramount” for Jägermeister Orange. Can you provide details about just how ingredient sourcing actually meets your sustainability goals?
TW: The citrus fruits for Jägermeister ORANGE come from sustainable cultivation. The essential oil is extracted from the peel using a particularly gentle process.
Mast Jägermeister is a member of the Union for Ethical BioTrade (UEBT). The company is committed to sourcing with respect for people and biodiversity. The business has developed a plan to ethically source the botanicals from more than 40 countries in Europe, Asia, Africa and the Americas. Today, 70% of the 56 botanicals are certified organic.
PM: I want to look at your on-airport activities. They really are special. The Orange Era pop-up campaign at airports taps into music, DJ experiences, gifts with purchase, and social media. How do you measure ROI for these experiential initiatives, and what have been the most effective tactics for driving sales and brand loyalty among Gen Z travellers in high-traffic hubs?
TW: Thank you! The Orange Era, developed with Gen Z in mind, launched in June and is a vibrant and bold, orange pop-up that captures the essence of Jägermeister Orange, driving awareness, trial, recruitment and sales. The activations appeal to young Gen Z travellers, giving them a true brand experience. Staff interact with visitors and share the Jägermeister Orange story, taking polaroids and offering stickers and tattoos whilst they experience and enjoy the space. Visitors can sample an ice-cold Jägermeister Orange shot at the tasting bar and gifts with purchase include Jägermeister Orange bucket hats and shot glasses. Travellers engage directly on their mobile device, via a QR code which takes them to The Orange Era platform. We are focusing on key airport hubs and are now rolling out The Orange Era beyond Europe, following the sun.
The Orange Era is a modular campaign, with activations bespoke to each airport. From the campaign launch in June to the end of 2025, we anticipate 11 million brand contacts and sampling an incredible 105,000 ice cold Jägermeister Orange shots.
PM: Big question: how will you scale the Orange Era campaign globally? And what learnings have you gained from your European activations?
TW: We ensure that we have consumers at the heart of everything we do, and from the launch in Europe it cements that our Orange Era is well received by travellers, especially Gen Z.
PM: Given the lower ABV – it’s 33% – of Jägermeister Orange, do you anticipate any cannibalization of the original liqueur’s market share? Or is the goal to bring entirely new consumers into the brand? This latter point has got to be your key target, hasn’t it? That’s exactly what travel retail needs right now.
TW: GenZ are a hugely important consumer group now and into the future and Jägermeister Orange is designed to bring them into the brand.
Jägermeister Orange is an ice cold shot, which makes it true to the brand and what it’s known for, but it can also be enjoyed as a long drink, opening up the daytime drinking occasion. This is a departure for the brand, not done before and therefore a significant evolution.
PM: One last question, Tobias. If there are three things you want to say about Jägermeister Orange, what would they now be?
TW: Firstly, Jägermeister Orange opens the door to a wider audience and responds to the trends of younger adult consumers, their demand for new taste experiences and the fact they’re looking for lighter styles.
Secondly, Jägermeister Orange is true to the core values of Jägermeister, is sustainably produced, made from the core product, but developed in such a way that is important for consumers.
The final point is that yes, Jägermeister ORANGE is an ice cold shot, important because it’s true to the brand and what it’s known for, but it can also be enjoyed as a long drink with tonic, opening up the daytime drinking occasion.
