Mast-Jägermeister reports 2025 sales growth, market share gains amid global spirits slowdown
Jägermeister Orange and strong travel retail performance lift 2025 sales, while CEO signals cautious outlook for 2026 amid global market headwinds.
GERMANY – Mast-Jägermeister SE has reported higher sales and market share gains in 2025 despite continued weakness across major global spirits markets, with global travel retail delivering double-digit growth compared with 2024.
Performance was driven by the core Jägermeister brand, which increased volume sales by 7.7% to 9.2 million nine-litre cases last year. Total group revenue rose to €882 million (US$1.03 billion), up from €866 million in 2024, when turnover had fallen by 10% year on year.
However, revenue in 2025 remained below the €962 million recorded in 2023. The company did not disclose profit figures.
The launch of Jägermeister Orange, supported by The Orange Era campaign, contributed incremental sales across all regions where it was introduced. Meanwhile, Teremana Tequila continued to expand internationally, with the travel retail channel playing a significant role in brand development.
Chief Executive Officer Michael Volke said: “In a year in which many globally significant spirits markets recorded declines, we succeeded in strengthening our position. Our depletions even reached record levels worldwide – an impressive testament to the strength of our brand.
“Jägermeister Orange has already exceeded our expectations. We are now leveraging this clear momentum and are consistently expanding the international rollout of the new variant.”
Volke added: “We do not expect any tailwinds from international markets in 2026 and therefore maintain a cautious outlook. Nevertheless, the strong performance of our brands and our clear focus on consumers, innovation and operational excellence support our confidence that moderate growth is achievable.”
Volume sales of Teremana Tequila, in which Mast-Jägermeister holds a stake, declined from 1.1 million nine-litre cases in 2024 to one million in 2025. The company cited “significant category headwinds and continued inventory reduction” in the United States.
Hamburg-based GIN SUL, part of the group’s portfolio since 2018, operated in a consolidating gin category and introduced new variants during the year.
Vice-President Global Travel Retail Tobias Witte said: “2025 was a successful year for Mast-Jägermeister SE in the channel, as GTR continues to be a focus market to deliver brand experiences to a global audience.
“We will continue to drive GTR with our brands and cutting-edge activations to engage and excite travelling shoppers worldwide.”
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
