OUR STORY

Immerse yourself in the stories that make Jägermeister so legendary. Hidden in the depths of our green glass, locked away in the tiniest molecules of our dark elixir are incredible secrets and wild, little-known facts.

THE STUFF

WHAT LEGENDS ARE MADE OF

Who could have guessed that a drink that was initially used by hunters to toast their hunting successes would be the beginning of a great story? A story that is just as multi-layered as our herbal liqueur itself.

A copper bust displaying Wilhelm Mast's son Curt

MASTER ALCHEMISTS

THE HERBS

Over 80 years ago, it was Wilhelm Mast's son Curt who took the family business, originally a vinegar factory and wine shop, in a completely different direction. It took him several years to perfect the Jägermeister recipe with its 56 natural ingredients made from herbs, roots, and spices. But it was absolutely worth the wait and finally Jägermeister herbal liqueur was launched on the German market.

THE HOMETOWN OF PERFECT DRINKS

Wolfenbüttel – like the liqueur that was invented there – is a mixture of the best ingredients: steeped in history and surrounded by nature. Known throughout history as a center for art and science, it is no surprised that a great masterpiece was created in Wolfenbüttel: Our Jägermeister.

DISCOVER OUR FLAVORS

A black and white image on a screen displaying an old car in front of a traditional german house

An old portrait of a forest, on the left a white stag, on the right a hunter in old clothing

THE STORY BEHIND THE DEER

The Legend of Saint Hubertus

Once a wild, ruthless hunter, a mighty stag with a radiant cross between its antlers appeared to Hubertus in the forest one day.

This vision led to a complete inner transformation in him and made him a fighter for a more respectful approach to nature and ultimately even the patron saint of hunters. Curt Mast found that this haunting story perfectly matched his powerful elixir and adopted the symbol of the stag in honor of the true “Jägermeister”. Our unique logo is a reference to the legend of St. Hubertus. And it is still our eye-catching distinctive logo today.

HALALI: THE CALL THAT HERALDS FINE TASTE

Just like Jägermeister, the “Halali” has a firm place in the German hunting vocabulary. It usually refers to the loud call of the hunting horn, which signals the end of the hunt. It also means that it is time to rest and toast the power of nature.

The orgin of “Halali” comes from the hunt and go way back to the Middle Ages. Even today, special horn signals are sometimes used by hunters to communicate with each other. Today the call to the end of the day with our legendary herbal liqueur can be heard far beyond the forests. Prost!

DISTINCTIVE AND BOLD: THE BOTTLE

As a convinced friend of nature, Curt Mast needed a bottle that could take a beating. To find it, he subjected differently shaped bottles to a breaking test and dropped them on his oak floorboards until one finally passed the test.

Pragmatic at the time, iconic today: even after more than 80 years, the angular bottle cannot be overlooked in bars and clubs around the world and is an unmistakable part of our brand.

OUR ICONIC LABEL

TRADITION MEETS RESPECT FOR NATURE

The bottle with our unique label is the proud face of the brand and embodies everything that Jägermeister stands for at its core: the recognizable lettering, the deer head with a radiant cross and the first verse of the famous hunting poem “Waidmannsheil” by Oskar von Riesenthal. That is why it has only been minimally changed in the last 80 years.

A bucket of ice full of small Jägermeister bottles

A tattooed hand pulling a small bottle of Jägermeister from a shirt pocket

OSKAR VON RIESENTHAL'S LEGACY

No matter which country one finds a Jägermeister bottle in, it always bears the following text on the label: "This is the hunter's honor shield, that he protects and cherishes his game, hunts with respect, as it should be, and honors the creator in his creatures."

Authored by Oskar von Riesenthal (1830-1898), a forester and hunting writer, this poem served as a guiding principle for responsible hunting. As this poem was widely known and distributed within the hunting community, it directly resonated with hunters. To pay homage to the origins of Jägermeister, this verse still adorns the Jägermeister bottle today.

HOME OF THE JÄGERMEISTER SPIRIT

OUR ROOTS IN WOLFENBÜTTEL

From small-town beginnings to global success. Contrary to what one might expect, the company Jägermeister is firmly rooted in the tranquil town of Wolfenbüttel, Lower Saxony. Here, for over 80 years, we have been producing our globally renowned premium herbal liqueur.

Two young men holding antlers wearing Jägermeister shirts

SUPPORT WHAT WE LOVE

Pioneering Sports Sponsorship

Jägermeister's sponsorship initiatives began with the historic placement of its logo on the jerseys of a German football Bundesliga team of Braunschweig in 1973, marking the start of its evolving support for various sports over the years. This innovative approach to marketing and sponsorship has left an indelible mark on the sports industry.

JÄGERMEISTER IN SPORTS: THE LEGACY

Jägermeister's sponsorship endeavors have revolutionized sports marketing in Germany and beyond. From the legendary partnership with Eintracht Braunschweig to its support of a diverse array of sports, the stories of innovation, perseverance, and cultural impact define Jägermeister's involvement in sports.

Two young men holding antlers and wearing Jägermeister shirts

A band playing on a Jägermeister themed stage

JÄGERMEISTER X MUSIC

Two young women dancing in front of a Jägermeister neon sign

OUR INFLUENCE IN MUSIC

Jägermeister and music simply go hand in hand. What began in the early 1990s in the USA with rock and metal bands evolved into the Jägermeister Music Tour – the first of its kind in the US spirits industry.

In Germany, initiatives like Band Support and the Jägermeister Rock paved the way for new sounds.

SUPPORTING EMERGING TALENT

Jägermeister supports emerging musicians, DJs, and bands worldwide through programs like the JägerMusic Awards in Russia, JägerMusic in the UK, Musikplatz in Latin America, and JägerMusic Lab in Italy.

The After Dark Society expands this support to artists of all kinds, fostering creativity and providing platforms like the Night Embassy, exported to other major cities after its success in Berlin.

A young women in a club holding up a bottle of Jägermeister

Two middle aged men standing in front of a huge Jägermeister bottle lit in green

INNOVATIONS AND FESTIVAL PRESENCE

Innovation is in our roots, leading to groundbreaking initiatives like the Jägermeister Drop-In-Concert, the first live concert via a Digital Voice Assistant, featuring a collaboration with one of the world's biggest hip-hop stars.

Jägermeister is also present at festivals worldwide, including legendary events such as Rock am Ring, Deichbrand and Wacken, where the famous stag structure, with cold shots and mixed drinks, ensures an unforgettable experience alongside top bands and DJs.

STANDING OUT: OUR CAMPAIGNS

Explore a collection of our iconic campaigns, each embodying the spirit and tradition of Jägermeister, encapsulated on one page for your enjoyment.

Discover the stories behind our legendary marketing efforts, from groundbreaking innovations to unforgettable collaborations, showcasing our commitment to creativity and cultural impact.

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