Jägermeister
"Orange Windmill"

Mast-Jägermeister SE, the maker of the world-famous herbal liqueur, unveiled a striking Jägermeister Orange windmill sculpture in April 2026 at a prominent location in front of the Lagardère Travel Retail store at Amsterdam Airport Schiphol. Inspired by the windmill—an internationally recognised symbol of Dutch culture—the installation celebrates one of the Netherlands’ most iconic landmarks. Around 1,200 historic windmills still exist today, many of them fully operational and emblematic of the country’s cultural heritage. The eye-catching super sign and popular photo opportunity was conceived and designed by dan pearlman in Berlin.

Standing 1.6 metres tall, the illuminated installation is constructed from 473 miniature bottles of Jägermeister Orange and celebrates the spirit of Oranjegekte—the uniquely Dutch passion for the colour orange. The installation was unveiled to coincide with King’s Day on 27 April, the Dutch national holiday celebrating the birthday of King Willem-Alexander. On this day, millions of people dress in orange—the national colour of the Netherlands—to express their connection to the Dutch Royal Family, the House of Orange.

Jägermeister is renowned for creating high-impact brand installations with strong social media appeal, particularly in international airport environments. Serving as an eye-catching selfie destination with a distinctive national identity, the Jägermeister Orange windmill generates significant visibility, strengthens brand awareness and reinforces Jägermeister’s premium brand image.

“Our ongoing mission as part of The Orange Era is to create engaging in-store installations that captivate travellers and encourage product trial,” said Stephanie Cleary, GTR Marketing Director at Mast-Jägermeister SE, referring to both this activation and future brand experiences.

Photos: Adam Bertalan / Jägermeister