NETHERLANDS. Mast-Jägermeister has marked King’s Day (27 April) with a high-visibility activation at Amsterdam Airport Schiphol, unveiling a Jägermeister Orange windmill in partnership with Lagardère Travel Retail.
The 1.6m-tall installation is built from 473 Jägermeister Orange miniatures and taps into oranjegekte (orangecraze), a defining feature of the national holiday celebrating King Willem-Alexander’s birthday.
King’s Day sees the Netherlands awash with orange, the colour traditionally linked to the Dutch Royal Family, the House of Orange. Across the country, the day is characterised by street parties, music and dancing.
Mast-Jägermeister Marketing Director Global Travel Retail Stephanie Cleary said: “We launched Jägermeister Orange just one year ago and consumers love it. It taps into the trend for lighter and fruitier expressions and has already exceeded expectations in travel retail.
“Our on-going mission for The Orange Era is to create engaging in-store installations that appeal to travellers, encourage trial with liquid to lips offering ‘Ice Cold’ shot samples – in turn increasing footfall and driving impulse purchases.”
Jägermeister Orange (33% ABV), launched into travel retail in April 2025, comes in the brand’s signature bottle with an orange tint. As reported, Mast-Jägermeister unveiled the channel-exclusive ‘The Orange Era’ campaign to target younger adult consumers seeking fruit-led flavour profiles.
