Travel / news brief
Jägermeister launches immersive dual-store concept at Frankfurt Airport Terminal 3
Mast-Jägermeister has opened its first fully immersive airport concept in Frankfurt Airport’s new Terminal 3, featuring two complementary spaces designed to blend storytelling, retail and digital engagement over a year-long activation.
The German spirits company’s new travel retail strategy debuts with the dual-store concept Destination Jäger and Destination Meister, created in partnership with Frankfurt Airport Retail and Media Frankfurt. Vice-President Global Travel Retail Tobias Witte described the project as a shift toward experiential retail that prioritises long-term consumer recruitment.
Marketing Director Global Travel Retail Stephanie Cleary emphasised that the concept is built around consumer centricity, aiming to engage a new generation of travellers through immersive brand experiences. The two stores offer distinct yet complementary environments that combine product display with interactive technology.
The activation marks Jägermeister’s most ambitious airport retail effort to date, moving beyond traditional duty-free displays to create a branded destination within the terminal. The design encourages travellers to explore the brand’s heritage and product story in a hands-on manner.
Executives noted that the Frankfurt location was chosen for its global travel hub status and the opportunity to reach a diverse, high-traffic audience. The year-long run allows the brand to test and refine the concept for potential expansion to other airports.
The project reflects a broader industry trend of travel retailers and brands investing in experience-driven spaces to differentiate themselves in a competitive market. Jägermeister’s approach focuses on building emotional connections with consumers rather than simply driving immediate sales.