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Unchanged in recipe. Unflagging in popularity. Who could have guessed that what began as a celebratory drink among hunters would give rise to a story as bold, rich and varied as our iconic herbal liqueur itself?
It was Wilhelm Mast’s son, Curt, who took the family vinegar business in a very different direction. A few years passed before he perfected Jägermeister’s recipe of 56 botanical ingredients but we think it was well worth the wait. To this day, the eyes of our founder still watch over his creation; immortalized in stone.
Steeped in history, surrounded by nature and with Berlin on its doorstep; the Lower Saxon town of Wolfenbüttel – like the drink it gave rise to – is a blend of all the best ingredients. With a prestigious history as a hub of arts and science, we like to think one of its greatest masterpieces was inspiring the creation of Jägermeister.
Our striking logo draws from the tale of Saint Hubertus. Once a wild huntsman, Hubertus had a vision of a mighty stag carrying a glowing cross between its antlers. The vision transformed him and afterwards he championed a greater respect for nature, eventually becoming known as the patron saint of hunters. Curt Mast thought this powerful story was a perfect match to his potent elixir and adopted the emblem of the stag in honor of the true ‘Hunting Master’.
A keen outdoorsman, Curt Mast needed a bottle that would stand up to heavy-duty use. To find the perfect candidate, he dropped different shaped bottles onto his oak floor until one survived. From pragmatic to iconic: more than 80 years on his easily recognizable square-shouldered bottle is still a standout in bars and clubs around the world.