Jägermeister, often referred to simply as “Jäger”, is a famous German herbal liqueur that has gained worldwide popularity. In 1934, Curt Mast created this herbal liqueur from 56 high-quality herbs, fruits, roots, and spices from around the world, so Jägermeister is a unique and delicious drink that is perfect for drinking after dinner or as an ingredient in your favorite cocktails. This is the story of Jagermeister and how it became a world-famous drink. In 2021, more than 111 million 0.7-liter bottles of Jägermeister were sold worldwide. It just shows how much this drink is really loved!
Curt Mast, born in 1907, was a German entrepreneur and the son of Wilhelm Mast. He is widely recognized for creating the iconic recipe of Jägermeister. With Curt’s leadership, Jägermeister evolved from a family distillery to a globally renowned brand. His innovative methods and commitment to quality played a crucial role in the success and widespread popularity of Jägermeister. Sadly, Curt Mast passed away in 1974, but his legacy of entrepreneurial accomplishment lives on.
Home to the Jägermeister distillery is the town Wolfenbüttel, the administrative capital of Wolfenbüttel District in Lower Saxony, Germany. It is best known as the location of the internationally renowned Herzog August Library and for having the largest concentration of timber-framed buildings in Germany. It is an episcopal see of the Evangelical Lutheran Church in Brunswick.
The story began with Wilhelm Mast, a vinegar producer and wine trader from the city of Wolfenbüttel.
Curt Mast, his son, grew up helping his father in the family business. He was fascinated by the production of spirits and liqueurs. For many years he had been working on various mixtures of drinks and in the small shop he was selling liqueurs. Bit by bit, with passion and love the production of spirits developed into an increasingly important line of business for the small company.
It took time before he found the recipe for a spirit that would develop into the world’s largest herbal liqueur. Curt took over the family business from his father and at the age of 37 introduced the magnificent Jägermeister liqueur to friends and acquaintances.
The 3 most significant phases of the popularization of Jägermaeister are:
When Jägermeister was introduced in 1935, its name was already familiar to Germans. The name Jägermeister in German literally means “Master Hunter”, “Hunt Master”, or “master of the hunt”. It is a title for a high-ranking official in charge of matters related to hunting and gamekeeping. The term Jägermeister had existed as a job title for many centuries.
In 1973, thanks to the idea, and vision of Gunter Mast Chief Executive Officer of the family business Mast-Jägermeister, Jägermeister becomes a sponsor of the soccer club “Eintracht Braunschweig”. The Jägermeister logo is printed on soccer jerseys as an advertisement. This leads to the popularization of the two brands “Jägermeister” and the football club “Eintracht Braunschweig”.
Jägermeister gained more recognition on a global scale, thanks in large part to Sidney Frank’s work as the owner of an American liquor importer. Beginning in the 1980s, he promoted the beverage in the youth and student market as a party beverage—a very different market niche from its long-established, traditional position as a conservative brand in its native German market. In the end, Sidney Frank Importing was acquired by the Mast-Jägermeister company in 2015.
Jägermeister undergoes a protracted production process that lasts at least 365 days before it is bottled. Filtering and oak barrel storage are required for the ingredients. After that, a series of quality checks are performed before adding water, sugar, and caramel.
The glowing Christian cross that can be seen between a stag’s antlers can be seen on the label of Jägermeister bottles. The two Christian hunters’ patron saints, Saints Hubertus and Eustace, who both converted to Christianity after having visions in which they saw a Christian cross between a stag’s antlers, are referenced in this picture.
The first stanza of the three-stanza poem Waidmannsheil is printed on the bottle label, and the poem was written by Oskar von Riesenthal.
As a brand extension, Jägermeister introduced premixed drinks in 2012. There are two flavors available: “raw” and “ginger lime.”
Jägermeister debuted the Manifest premium line extension in 2018. The double-oak-aged, 38% ABV spirit should not be served ice-cold.
Jägermeister released Scharf, also known as Jägermeister Hot Ginger, as the first flavor in its character series in 2019. Each of the 56 distinctive herbs and spices used in Jägermeister was meant to be highlighted by a particular extension in the karakter series. No new extensions for the Character series have been announced as of January 2021.
The Jägermeister Cold Brew Coffee Liqueur was introduced in 2019 using the brand’s original recipe along with fair trade coffee and cacao.
Born in 1879, Wilhelm Mast was a German entrepreneur and co-founder of Jägermeister, hailing from a family of distillers. In 1907, he took over the family business and together with his brother, Curt Mast, played a crucial role in developing the recipe for Jägermeister and building the brand. Wilhelm’s passing in 1952 marked the end of a life dedicated to the world of spirits, leaving behind a legacy that endures to this day.
Jägermeister is best enjoyed when served chilled or ice-cold. For optimal flavor and a refreshing experience, it’s recommended to store Jägermeister in the freezer or refrigerator before serving. Recently, Jägermeister introduced a special Coolpack bottle with an attractive design and a volume of 0.35 L. What’s unique about this bottle is the ability to refrigerate the herbal liqueur, as its 56 ingredients develop their full aroma at a drinking temperature of -18°C.
Originally, the liqueur was used medicinally for stomach problems and coughs. Some people still believe in the therapeutic benefits of Jägermeister even though this claim is unfounded.
The printing press also aided the expansion of the publishing sector. It cleared the way for the development of newspapers, journals, and mass book manufacturing. Information spread more quickly, and a broader diversity of viewpoints found a venue for expression. The interchange of ideas increased, and the public conversation was improved.
Throughout the years, Jägermeister has made a lasting impression in popular culture with its instantly recognizable symbols, such as the iconic logo and distinctive green bottle. It has earned a loyal following worldwide and has become synonymous with celebrations, music festivals, and social gatherings. Apart from its reputation as a party essential, Jägermeister has also been a supporter of various artistic endeavors, sponsoring events and collaborating with artists and musicians.
To sum it up, Jägermeister is an iconic spirit that has captured the hearts of enthusiasts worldwide with its fascinating history, intricate flavor, and distinctive serving customs. From its origins in Germany to its current global popularity, Jägermeister has undoubtedly secured its position as a cherished and versatile liqueur. So, let’s raise a glass and embark on a journey with Jägermeister, a drink that encompasses tradition, expertise, and the essence of merriment. Cheers!
