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Jägermeister’s ‘Orange Era’ From oriental to global M ast-Jägermeister is showcasing its latest brand variant this year in Singapore, with a robust campaign backing it every step of the way. Speaking about the liqueur company’s activity and plans for the global stage, Jägermeister Marketing Director Stephanie Cleary said: “We’re in our ‘Orange Era’, and that’s our global travel retail campaign.” In terms of any serving ritual, Cleary pointed out that the new orange variant could be served as an “ice cold shot” or “as a long drink, in particular with tonic” which she insisted is “lovely and refreshing” and the flavour is “really accessible”. Cleary assured: “It’s Gen Z-friendly, we’ve done the research, so it’s a global launch across travel retail too, but it will only be available in certain domestic markets. So global travel retail is a key market for us in terms of reaching that international travelling consumer.” Basement 2 / 2-F2 A s the self-confessed ‘king of oud’, Ajmal is a fragrance company that has gone from strength-to-strength in global travel retail. Speaking about exhibiting this year, Ajmal Manager Travel Retail Sylvia Vasile said that this year was about repositioning in readiness for expansion. “Our latest collection launched in February and we are taking things to a new level. We have been known as an oriental brand, and now we will be known as a global brand.” Looking at how it has expanded across the east, Ajmal Exports Syed Zubair Haider Tirmazi said: “In terms of travel retail, we are in Indonesia, in Malaysia and we will be in Sri Lanka in two months’ time. We’re in Singapore. We will be in Vietnam in two months from now also. Plus, we are in Brunei, Cambodia. Myanmar and Australia as well.” Basement 2 / 2-H10 D isaronno International are hardly new, but we are new exhibitors at TFWA Asia Pacific Exhibition & Conference because we have spent the last four years building domestically where we have grown 5-6-fold, so now it’s really time to make our move into GTR,” said Trent Russell, APAC & GTR Director, talking to the TFWA Daily in the exhibition yesterday. The recent Asian growth has been paralleled with a much-extended brand portfolio moving beyond Disaronno (described by Russell as “the flagship number 1 amare tt o”) to encompass stand-out propositions including ‘Engine Italian organic gin’ and ‘Busker Irish whiskey’. Engine’s strong “entirely organic” claims rest on a “controlled supply chain sourced in Italy” including Sicilian lemons, Tuscan juniper, and Piedmont sage. Meanwhile, distilled in County Carlow, Busker Irish whiskey, positioned as a “hero product”, is available as a premium ‘single collection’ in three styles – pot, still, or malt and grain; or as a triple cask blend – presented as “premium and impactful from our target LDA consumers in the <35-year bracket.” Basement 2 / 2-M8 Disaronno moves to replicate 6-fold domestic growth in APAC GTR Tuesday 1 3 May 2025 40 T F W A D A I L Y