Mast-Jägermeister SE has managed to buck the trend despite declining key spirits markets worldwide and has gained market share. The growth driver was the strong development of the Jägermeister brand, which increased its sales volume by 7.7% to 9.2 million 9-litre-cases in 2025—despite historically weak market conditions. The company’s total revenue rose to 882 million euros.
In addition to a growing core brand, the innovation, Jägermeister Orange, also contributed significantly to growth. The new variant taps into the trend toward light, fruity and mixable spirits and has already exceeded five million bottles sold. In markets such as Germany, Austria and the Czech Republic, the product launch is already considered one of the most successful spirits introductions of the past decade.
In a persistently weak consumer environment, the core brand performed strongly across all regions worldwide as well as in the global travel retail business, as CEO Michael Volke emphasises, “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.”
Teremana Keeps Pace
The global expansion of the premium tequila brand Teremana also continued at pace: in 2025, the brand entered more than 20 additional countries. However, in the important US market, significant category headwinds and continued inventory reduction weighed on performance. As a result, sales volumes declined from 1.1 million to 1.0 million 9-litre-cases.
The Hamburg-based spirits manufactory GIN SUL—which has also been part of the Lower Saxony family-owned company’s brand portfolio since 2018—also continued to develop cautiously. Last year, in a consolidating and challenging market environment, the brand launched new variants such as Lima Limão and Jardim do Paraíso.
Alongside the continuous strengthening of global brand relevance and consistent execution of commercial strategies, Mast-Jägermeister SE is further advancing the development of an efficient, resource-saving and future-oriented production. The company is investing more than 17 million euros in the construction of a new CO₂-neutral barrel storage facility featuring state-of-the-art and environmentally friendly technologies at its Kamenz site.
Outlook
Despite the expected continuous soft consumption and trading environment and ongoing global economic risks, CEO Michael Volke remains cautiously optimistic about business development in the current fiscal year:
“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.”