Mast-Jägermeister SE

What happens when a brand dares to reimagine experience at the heart of travel retail? At TFWA (Tax Free World Association) Cannes 2025, Jägermeister brought the ORANGE ERA to life—transforming a party into a vibrant showcase of connection, creativity, and brand spirit 🧡 From the Lucky Tap Wall (think slot machine meets instant win!) and interactive “What’s your Flavor-ite?” voting, to the P(r)ost Box for sending personalized postcards, every activation was designed to spark engagement and create shareable moments. The result? High energy, long lines, and a flood of positive feedback from industry guests 🦌 Shoutout to XCEED for seamless ticketing (thanks, Best Nights VC!). The momentum continued: Jägermeister ORANGE was nominated as Best Spirits Product and received “Highly Recommended” at the TRBusiness - Travel Retail Business Awards, from shoppers and the jury. At the Frontier Awards, ORANGE was double-nominated and celebrated for its Gen-Z appeal and integrated campaign. Big thanks to the entire GTR team and everyone who made the ORANGE ERA possible! Stephanie Cleary, Tobias Witte, Madeleine Wilm, Steffen Druwe, Hannah Spitzer, Linda Krause-Willenberg, Simon Weber, Timo Thorenz, Leung Kel, Sandra Wohlgemuth, Claudius v. Hagen, Katia Egerter, Jan Bessel, Francois Picquot, Philippa Browning, DFNI, DOUBLE DRAGON, Scholz & Friends, Teremana Tequila #GlobalTravelRetail #TFWA #Jägermeister #GTR #drinkresponsibly  🎥 Adam Bertalan

🧡 MEET OUR MEISTERS – MEET Jana Seehagel Jana is part of our Global Legal & Compliance team. As an Intellectual Property Manager, she is specifically responsible for the protection of our brands Jägermeister and Gin Sul. This means that she cares for the global trademark portfolio, including registrations and renewals, and handles trademark infringement cases such as counterfeits or unauthorized logo use. 👩🏫 Beyond her job responsibilities, Jana has another important role! She introduces our apprentices into the world of Legal & Compliance as the official training advisor in her team! Swipe through the following slides to find out more.    🙌 Thank you, Jana, for your insights! We are glad to have you in our team! 📸 Kevin Münkel 

What makes a brand truly unique? Its history. For exactly ten years, we have been preserving not only documents, bottles, and advertising motifs in our #HistoricalArchive, but also #identity, #values, and #culturalheritage. In 2015, we began systematically building up our company archive in collaboration with the Gesellschaft für Unternehmensgeschichte (Society for Corporate History). Today, our archive comprises more than ◼️ 700 meters of shelving full of brand history ◼️ around 2,000 historic Jägermeister bottles ◼️ countless documents, photos, films, and iconic advertising motifs This has resulted in several publications, exhibitions, and projects about our history. 📚 The archive is a treasure trove of our history and the long-term memory of our brand. It is much more than a collection of old documents - it is the cultural memory of the organization. It preserves not only facts, but also values, identity, and experiences that have grown over generations. In this sense, the archive functions as the memory of the organization and the brand. It documents developments, decisions, and milestones. It makes history accessible, understandable, and usable—for communication, brand management, and innovation. It creates identity by showing where we come from and what we stand for. It connects people by passing on shared memories. Especially in times of rapid change, a well-maintained archive is a strategic treasure: it helps to maintain continuity, reflect change, and shape the future based on history and tradition. Cultural memory does not just live on the shelf - it lives in the stories we tell and the values we pass on. Thank you to everyone who has walked this path with us - and to everyone who keeps history alive with us. #Jägermeister #BrandHistory #CompanyHistory #90JahreJägermeister #CorporateCulture    📷 Nina Stiller, Leevke Draack

Winter gets a taste of Jägermeister – the #WinterEdition is back. From October 2025, we’re bringing warmth to the cold season with the Jägermeister Winter Edition. Based on our iconic blend of 56 herbs, flowers, roots and fruits, this seasonal variant is refined with winter spices like cinnamon, cloves, cardamom and vanilla. A gentle reinterpretation of the beloved Winterkräuter (available from 2013 to 2016), the Winter Edition delights with a smooth 25% vol. – ideal for cosy evenings with friends when the frost bites outside. Or as a gift idea: paired with glasses, candles and a bottle of Jägermeister Winter Edition. Seasonally available in stores and online from October – in Germany and Poland. The new Jägermeister Winter Edition is a true example of consumer centricity in action. Developed in response to shifting consumer behavior, it caters to the growing demand for lower-ABV options and sociable, mid-energy occasions – from festive gatherings to cozy evenings with friends. With its milder taste and approachable profile, the Winter Edition enables us to broaden our consumer base and make every winter moment special for even more Jägermeister fans. Serving suggestion: Enjoy neat at room temperature or warm with apple juice – a spicy alternative to mulled wine. Thank you to everyone who made this launch possible: Fabian Fischer, Christoph Lange, Julia Bosse, Dr. Berndt Finke, Wiebke Nordheim, Paul Ramser, Rika Stünkel, Janina B., Hannes Havliza, Sören Schmidt, Carsten Doliwa, Laura Wolf, Nikola Finke and Johanna Heller #Jägermeister #CheersToWinter #NewLaunch #TasteExperience

October's Awakening: Introducing New Energies at Jägermeister! 🍁 As the air chills and leaves paint the ground, the Jägermeister crew is energized by the arrival of our new talents. Warmly welcome Jan Bessel, Melanie B., Tanja and Jannes, who are joining us with vibrant enthusiasm and fresh ideas. This season symbolizes a time of transformation and new perspectives. 🍂 Let's embrace this wave of change and navigate towards exciting, innovative paths together! 🚀

🎉 Bar Convent Berlin is back! From October 6–8, the spirits industry gathers once again in Berlin — and our Hubertus Circle bartenders are ready to shake things up! Here’s where you can catch the Jägermeister crew in action: 🔹 Sunday, Oct 5 – Ten Hubertus Circle members take over REINGOLD Bar (📍Novalisstr. 11,10115 Berlin) and and around 11 PM, a surprise live act awaits. Don’t miss it! 🔹 During BCB – Around 30 bartenders will be rocking the Jägermeister booth with their high-energy spirit energy and unforgettable drinks. 🔹 Monday, Oct 6 – What’s a party without bartenders? There will be a special bar curated by our Hubertus Circle talents at the Jägermeister party at Matrix. 🔹 Wednesday, Oct 8 – Wrap up BCB in style at the Closing Party at Kitty Cheng Bar (📍Torstr. 99, 10119 Berlin) It’s the perfect finale.   💚 About the Hubertus Circle The Hubertus Circle is Jägermeister’s international bartender network, founded in 2011. It brings together passionate bartenders from over 20 countries — united by creativity, collaboration, and a love for great drinks. Let’s make BCB unforgettable — together with the Hubertus Circle! #BCB2025 #HubertusCircle #Jägermeister #BerlinNights #CraftCocktails

🥳 Celebrating 5 Years of Impact – Save the Night Opens Its Next Chapter    🌆 In 2020, nightlife around the world came to a standstill. Clubs were closed, artists lost their stages, and communities were disconnected. In response, Jägermeister launched Save the Night — not as a campaign, but as a commitment to culture, creativity and connection. 5️⃣ Five years later, Save the Night has grown into a global movement supporting over 50 projects in 20+ countries. From the Emmy-winning Lesbian Bar Project in the U.S., to SafeNow (Markierung) zones in clubs from Berlin to Ibiza, and creative platforms like Studio Can-V in Nairobi — these are just a few examples of how we’ve helped shape a nightlife that’s safer, more inclusive and more sustainable.  Save the Night is now a core part of our purpose: Best Nights – today and tomorrow. 👉 And we’re excited to keep building: The Save the Night Fund 2025 opens today October 1st, offering new support to ideas, communities and creators who are shaping the future of nightlife — from grassroots initiatives to global collaborations. Whether you're an artist, organizer, venue or visionary — we invite you to be part of the next chapter. Learn more & get involved: https://lnkd.in/esJP6Fa2 With gratitude to our partners, collaborators and communities around the world: Stacy Lentz, SafeNow, ALEJANDRA GÓMEZ CANALES, Jesse Mwenda, Dimitri Hegemann, Resident Advisor, Tresor Berlin | Club & label, Kea Kleihauer, Kai Dechsling, Olivia O'Leary #SaveTheNight #Jägermeister #NightlifeCulture #ResponsibleConsumption #5YearsOfImpact

At TRENDCON 2025, Jägermeister took the mic—and the moment. Sven Schindler joined Benjamin Diedering live on stage for the NEW TREND SOCIETY Podcast to talk about what makes a brand truly global: not just reach, but relevance. The conversation covered everything from skate culture to sensory experiences, from Pantone partnerships to purpose-driven storytelling 🎙️ Because for us, brand building isn’t a campaign—it’s a cultural commitment. Thanks to BDX MEDIA, Stefan Lorenz and the Trendcon crew for creating a space where bold ideas meet bold brands. #Jägermeister #DrinkRespsonsibly #BrandPartnerships #GlobalBrand #Trendcon2025

🎓 A special insight for our new trainees! Our new trainees had the opportunity to visit a very special place: the Jägermeister #Archive . Our archivist Florian Carl Eisenblätter opened the doors to our historical collection and presented selected objects that bring Jägermeister's eventful history to life – from the first advertising materials to rare original bottles and curious finds from past decades. This encounter with our brand and company history was not only exciting, but also inspiring – because those who know our roots understand the values that drive us. Welcome to the team – we look forward to your journey with us! 🎬 Joanna Tsivanis, Jessica Deisling #Jägermeister #Training #BrandHistory #CompanyHistory #Archive #Trainees2025

📒 Shaping the Future of Sustainable Product Design: Our Approach Turning Regulation into Innovation   At Mast-Jägermeister SE, sustainability is more than a goal – it’s a guiding principle embedded in everything we do: From our natural ingredients to responsible packaging and production, we are committed to shaping a future that balances enjoyment with sustainable responsibility. That’s why we’re proud to contribute to the new book “Praxisleitfaden Ökodesign-VO” by Prof. Andreas Meisterernst, and Dr. Michael Lendle (Fachmedien Recht und Wirtschaft). This publication offers practical guidance on the upcoming Ecodesign Regulation and shows how policy can drive innovation. In our guest interview, colleagues Claas Zobel and Erik Wilkerling share how companies can approach ecodesign with creativity and accountability. Their insights reflect our belief that ecodesign is not just about compliance – it’s a chance to rethink processes, innovate in product design, and set new standards for sustainability. This project is part of our broader sustainability strategy, which focuses on three key areas: Celebrate, Produce, and Work. Together, they form the foundation for our future. Thank you to the authors for including our voice in this important work. We look forward to continuing the dialogue on how businesses can actively shape the circular economy. We would like to take this opportunity to thank the entire team also for their constant efforts to make our cooling solutions more sustainable: Gregor Buhr, Kristin Heckmann-Kipouros, Jiří Matoulek, Lilian H., Lasse Seigies, Marvin Jessen, Nikola Finke, Anna Heilmann #Ecodesign #ESPR #CircularEconomy #Innovation #Jägermeister