OUR STORY

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. Immerse yourself in the stories that make Jägermeister so legendary.

LEGENDS ARE MADE OF

THE STUFF

The recipe remains unchanged, the popularity unbroken. That is Jägermeister. That is our company history.

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

THE HERBS OF MASTER ALCHEMISTS

Jägermeister

It was Wilhelm Mast's son Curt who took the family business, originally a vinegar factory and wine shop, in a completely different direction over 80 years ago.

It took him several years to perfect the Jägermeister recipe with its 56 natural ingredients made from herbs, roots, and spices. But we think it was absolutely worth the wait. More than 80 years ago, the time had finally come: Jägermeister herbal liqueur was launched on the German market.

THE HOMETOWN OF PERFECT DRINKS

Steeped in history and surrounded by nature, Wolfenbüttel - like the liqueur that was invented there - is a mixture of the best ingredients. Known throughout history as a center for art and science, we are not surprised that a great masterpiece was created in Wolfenbüttel: Our Jägermeister.

DISCOVER JÄGERMEISTER

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

From Visionary Stag to Iconic Logo

The Legend of Saint Hubertus

Our eye-catching logo is a reference to the legend of St. 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”.

From Hunting Calls to Modern Celebrations

The History of "Halali"

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!

A RESOUNDING SUCCESS RIGHT FROM THE START

THE JÄGERMEISTER 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.

A SIGN OF GOOD TIMES

The JÄGERMEISTER-Label

Symbol of Tradition and Respect for Nature

The Iconic Jägermeister Label

The Jägermeister bottle is famous worldwide for its appearance, with even its label undergoing minimal changes over the past 80 years.

It serves as the proud face of the brand, embodying everything that defines Jägermeister at its core: the recognizable lettering, the stag's head with a radiant cross, and the first stanza of the famous hunting poem "Waidmannsheil" by Oskar von Riesenthal.

A bucket of ice full of small Jägermeister bottles

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

Inspiring Responsibility and Tradition in Hunting

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 of his time, 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.

OUR GLOBAL HEADQUARTERS

THE JÄGERMEISTER LOCATION

From Small-town Beginnings to Global Success

OUR Roots Wolfenbüttel

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 the globally renowned premium herbal liqueur.

Two young men holding antlers wearing Jägermeister shirts

SPORT FANS FROM WOLFENBÜTTEL

SPONSORING OF JÄGERMEISTER

Pioneering Sports Sponsorship

Discover the groundbreaking sponsorship initiatives of Jägermeister, from the historic placement of its logo on the jerseys of a German football Bundesliga team in 1973 to the evolution of its support for various sports over the years.

Explore how Jägermeister's innovative approach to marketing and sponsorship left an indelible mark on the sports industry.

The Legacy of Jägermeister in Sports

Experience the unique history of Jägermeister's sponsorship endeavors, which revolutionized sports marketing in Germany and beyond.

From the legendary partnership with Eintracht Braunschweig to the diverse array of sports supported, delve into the stories of innovation, perseverance, and cultural impact that define Jägermeister's involvement in sports.

Two young men holding antlers and wearing Jägermeister shirts

Evolving Marketing Principles

Reflect on the evolution of Jägermeister's marketing strategies and values, from its pioneering days of sponsorship to its current commitment to responsible advertising.

Learn how Jägermeister's advertising practices have adapted over time, aligning with ethical standards and societal expectations while remaining true to its brand identity.

A band playing on a Jägermeister themed stage

JÄGERMEISTER X MUSIC

Two young women dancing in front of a Jägermeister neon sign

From Rock to Hip-Hop, a Partnership with Artists

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.

Global Programs for Musicians and Artists

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

Setting Trends and Making an Impact

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.

Additionally, Jägermeister's presence at festivals worldwide, including iconic events like Rock am Ring, Deichbrand, and Wacken, with the famous stag structure offering an immersive experience with cold shots and mixed drinks alongside top bands and DJs.

Dive into the Legacy of Jägermeister Campaigns

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.

Exploration