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Jagermeister sets sights on global expansion

22 May 2024 By Jessica Mason

Jagermeister has revealed that its global travel retail domination is now encompassing the other brands in its portfolio, such as Teremana Tequila.

Speaking to the drinks business, Jagermeister vice president global travel retail Tobias Witte said: “We have been in an expansion phase for the last four years, so we have a lot of new customers with our expanding assortment and so far it has been very good. This year, we did a global launch for Teramana after Jagermeister took some shares of Teramana and now it is a big joint venture between the Lopez family, Dwayne Johnson and Jagermieister.”

The timing is now right for greater expansion globally and across travel retail, according to Jagermeister, which said that it has only been limited until now due to needing to organise production facilities to assist in accommodating its plans to roll its brands out further.

Witte explained how “for the last two years, Jagermeister has been limited in terms of production in northern America and now we have our own facilities and our own distillery, so have decided to expand.”

But there is, he told db, nothing standing in the way any longer and, according to Jagermeister director of customer development for global travel retail Francois Picquot: “Launching into travel retail globally has been the focus.”

Witte added: “In travel retail we are going globally, so we will be in Korea, Hong Kong, Singapore, Australia and then in a few more years we may select a few extra markets.”

Corroborating this, Dwayne ‘The Rock’ Johnson recently revealed that the Teremana Tequila brand is due to launch in five international markets this year, as well as a number of extra travel retail outposts.