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M ast-Jägermeister is showcasing how to embed a brand into the hearts and minds of the travelling consumer. Mast- Jägermeister Trade Marketing Director Global Travel Retail Stephanie Cleary said: “We are one year in after launching ‘orange’ which has gone spectacularly well and so we are back, reinforcing the message.” Cleary said that the orange variant as well as the flagship brand are really “gaining traction in the region” and explained: “We’ve got new locations this year in India and hopefully China.” Cleary also presented that Jägermeister has a selection of “new city labels” and united that there is “one for Singapore” too. She pointed out that “they have icons on the bottle which represent some of the nuances, whether that be cultural sites or food associated with the cities. These are all GTR exclusive and you can scan the QR code on the bottle and it brings you to an insider’s view into what you can do in each location”. Cleary added that the brand is doing really well across Asia and in particular flagged that: “In India, in particular, the Jägermeister brand, domestically, is really strong” but also admitted that it was doing well in “Malaysia and Thailand” too. B2 / 2-U7 I mperial Brands has a lot to celebrate and plans to do this in style, all while making big moves within travel retail across Asia and the Middle East and cementing longstanding relationships. Imperial Brands Trade Development Manager Global Travel Retail Nikos Kovas said: “This year we are celebrating the 100 Years of Davidoff and we are planning on having some promotions in our airport spaces. We are focusing on Dubai, Qatar and we are going to promote our brand in Egypt – Cairo specifically – and Hong Kong.” The products will also be showcasing limited-edition packaging too and Kovas explained: “We’re emphasising on the premium line and we will have some special packs for our 100 years.” He noted that the company has “tried to focus on the more traditional categories like combustibles and roll-your-own products”. What would make this a successful show? According to Kovas, it’s “the personal relationships” that are made along the way over years. These are the elements that Jägerme i ster : Re inforc ing the message Imper ial Brands ’ centenary cel ebrat ions make being at the conference and show count the most, he said and added: “We are a well-established brand, so we don’t focus on finding new customers, but instead we like to see all our customers face-to-face in one place. Being here is very important to us.” B2 / 2-Z33 Tuesday 12 May 2026 42 T F W A D A I L Y