Mast-Jägermeister to make vibrant statement at TFWA Singapore with Orange flavour innovation
The expression was rolled out in April at key travel retail locations across Asia, including India, as well as in Europe and Brazil.
SINGAPORE. German drinks house Mast-Jägermeister is gearing up for its return to the TFWA Asia Pacific Exhibition (11-15 May), where it will shine a spotlight on its latest innovation, Jägermeister Orange.
As reported, the expression was rolled out in April at key travel retail locations across Asia, including India, as well as in Europe and Brazil.
A smooth, fruity ice-cold shot, Jägermeister Orange is crafted for young adult consumers in search of a bold and innovative flavour experience. At 33% ABV, it blends the vibrant citrus of Sicilian oranges and mandarins with refined herbal notes and subtle bitterness.
Mast-Jägermeister SE Vice-President Global Travel Retail Tobias Witte said, “Jägermeister Orange reveals a lighter side of the brand and is a testament to Jägermeister’s innovation.
“It sparks curiosity and invites young adult consumers to enjoy a new ice-cold shot, because it’s not just a spirit, it’s an attitude. Jägermeister Orange makes an ideal companion for starting the night – a toast to friendship and the best nights that we will always remember.”
Additional highlights at the Singapore show will include the brand’s latest travel retail-exclusive campaign, ‘The Orange Era’, designed to drive awareness, trial, recruitment and conversion by engaging international travellers, particularly Gen Z consumers.
Mast-Jägermeister SE APAC GTR Director of Customer Development Francois Picquot said, “Jägermeister has strong momentum in Asia Pacific and with the increasing number of young adult consumers now travelling in the region, we look forward to introducing them to Jägermeister Orange.
“Mast-Jägermeister SE will showcase its extended portfolio, with Jägermeister Orange and Teremana taking centre stage at the show, driving our footprint in the region.
“At TFWA APAC, we will also celebrate the successful launch in global travel retail one year ago. Teremana’s presence in the Asia Pacific region is expanding at a pace and we continue to grow and build on our success, increasing listings in Vietnam, China and India.”
Teremana is a premium small-batch tequila founded in 2020 by Hollywood star, entrepreneur and former pro wrestler Dwayne ‘The Rock’ Johnson. The brand achieved rapid global success, reaching over 23 million consumers across 16 markets in its first year, and becoming the fastest-growing premium spirit in the USA to sell 1 million 9-litre cases within 12 months in 2023.
The Teremana portfolio offers three expressions – Blanco, Reposado and Añejo – across global travel retail.
Picquot said, “We are delighted to be back at TFWA Asia Pacific where Jägermeister Orange and Teremana will be the stars of the show. We look forward to meeting our partners and customers – our future in Asia is bright.” 
