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.

Two stemmed glasses clinking together in a dimly lit setting, filled with a red-orange liquid. One glass shows the word 'Jägermeister' printed on it, and a hand is holding the right glass.

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 stone bust sculpture of a man in a suit and tie, photographed outdoors against a softly blurred building facade.

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.
A bottle of Jägermeister 56-proof spirit stands in a dramatic studio setup with crushed ice, shattered glass, star anise, orange curls, and two filled tumblers. The background is dark and moody, with floating ice fragments and a reflective surface below.

MYTHS AND LEGENDS

Since its creation more than 90 years ago, the recipe has remained a closely guarded secret. That secrecy has fueled countless speculations and myths over the decades.

Some of these persist to this day, even though they have little to do with reality. One common assumption, for example, is that certain ingredients are part of the recipe — even though they are not used at all. These include ginseng, poppy seeds, and juniper.

In fact, Jägermeister is made exclusively from natural ingredients and is therefore vegan. A blend of 56 herbs, blossoms, roots, and fruits forms the foundation of its distinctive taste.
A vertical LED light box displaying a black and white photograph of a historic half-timbered building and a vintage car, set in a dark industrial space with green neon lights.

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

THE STORY BEHIND THE DEER

A classical painting depicting a knight on a dark horse in a forest, accompanied by dogs, with a white stag standing on the left under a glowing star.
An orange and white graphic design featuring a stag head with antlers inside a circular emblem with a cross and sunburst, set against a patterned orange background with the word 'HERITAGE' repeated.

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.
A classical painting depicting a knight on a dark horse in a forest, accompanied by dogs, with a white stag standing on the left under a glowing star.

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!
A hand holding a bottle of ice cold Jägermeister against a blurred bar background with green lights.

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

A row of five Jögermeister label designs or label prints displayed side by side on a black background, each with different vintage-style graphics and text blocks.
Multiple small Jägermeister bottles arranged in a bed of ice, showing the dark glass bottles, gold caps, and green-and-white labels.

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 close-up of a tattooed hand holding a small Jägermeister bottle.

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

The exterior of the Jägermeister headquarters building at dusk, featuring a modern glass facade with warm interior lighting, a prominent orange Jägermeister logo, and several flags on poles to the right against a deep blue evening sky.
A bronze equestrian statue stands on a large stone base in a town square in Wolfenbüttel, with historic half-timbered buildings and a blue sky in the background.

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.

SUPPORT WHAT WE LOVE

Two men outdoors holding deer antlers above their heads, wearing matching long-sleeve shirts with a black deer head logo. One shirt is blue and the other is yellow.
Two men outdoors holding deer antlers above their heads, wearing matching long-sleeve shirts with a black deer head logo. One shirt is blue and the other is yellow.

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.
A men outdoors holding deer antlers above his head, wearing a yellow long-sleeve shirt with a black deer head logo.

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.

JÄGERMEISTER X MUSIC

A live concert scene with a performer on stage under dramatic stage lighting, with a crowd of people raising their hands in the foreground.
A street-style photograph featuring a person in the foreground wearing a dark brown leather cap and a light blue denim jacket, with another person in a black t-shirt and bucket hat in the background under a glowing orange Jägermeister neon sign in the Jägermeister guesthouse in Wolfenbüttel.

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.
A person in a crowded nightclub or party setting holds up a Jägermeister bottle with a red and white label under colorful purple, blue, and pink party lighting.

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.
Two men standing in front of the Jägermeister 'Gigant'. The man on the left wears a gray camouflage jacket over a light shirt, and the man on the right wears a dark cap, glasses, and a graphic t-shirt under a green glow.

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.
A close-up, low-angle shot of a Jägermeister bottle.

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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