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Bottles with 0.35 / 0.1 / 0.04 / 0.02 liter content

Jägermeister is a herbal liqueur that is produced and bottled in Wolfenbüttel , Lower Saxony . The headquarters of Mast-Jägermeister SE are also located there. There are further bottling plants in Kamenz in Saxony and Graz in Styria .

Jägermeister contains 35% vol. Alcohol . Long drinks are often made with orange juice , cola , energy drinks , tonic water , iced tea and other soft drinks , less often they are combined with cocoa or milk or the herbal liqueur is used as one of several ingredients for cocktails .


Jägermeister company building in Wolfenbüttel

The recipe for the liqueur has been around since 1934 ; the following year the product was launched on the German market.

Jägermeister has been exported since the early 1970s - today to over 130 countries around the world. Jägermeister can record the larger share of sales abroad, but is also successful on the German market. In 2016 7.1 million 9-liter units were sold worldwide, making the herbal liqueur the only German representative among the top 25 premium spirits brands in the western world.

Jägermeister is produced and bottled in Wolfenbüttel and then exported all over the world. Only in Austria is there a licensee who fills Jägermeister locally. The raw material, i.e. the mixture of all 56 herbs, is produced exclusively in the Wolfenbüttel parent plant. The licensee only adds neutral alcohol , sugar and water and bottles the finished liqueur.

Jagermeister logo
The conversion of St. Hubertus , painting by Wilhelm Räuber , 1849–1926
The round liter bottle was offered in Germany between 1954/55 and 1996. The bottle shown is from the period between 1970 and 1981.

The Jägermeister logo refers to the patron saint of hunting, St. Hubertus von Lüttich , and shows the head of a stag with a shining cross between the rungs of its antlers . The following poem by Oskar von Riesenthal (1830–1898) is on the label of the bottle :

"This is the hunter's shield of honor
that he protects and cherishes his game,
hunts like a hunter , as it should be,
honors the creator in the creature."


The term Jägermeister has existed as a job title for several centuries. It was newly introduced in Germany with the Reichsjagdgesetz of 1934 and designated forest and hunting inspectors. When the liqueur came onto the market in 1935, the name already sounded familiar. Curt Mast , the inventor of Jagermeister herbal liqueur, was an enthusiastic hunter. This is one of the reasons why the naming was obvious. Since Hermann Göring had held office as Reichsjägermeister since July 1934 , to which all state, district and district hunter masters were subordinate, i.e. he was the top “Jägermeister”, the liqueur was sometimes called “Göring schnapps” in the past. The descendants of the company owner at that time are silent about the exact circumstances of the naming.

The former managing director Günter Mast , a nephew of the managing director Curt Mast at the time, said:

There can be no doubt that my uncle Curt Mast is one of those people who understood how to come to terms with the Nazis without being a National Socialist themselves. [...] It is absolutely correct that my uncle was in contact with Prime Minister Klagges . This happened within the framework of his arrangement with the ruling party, which was certainly to be criticized. It is also true that my uncle had close ties with Group Captain Hicks after the war. This was also based on his efforts to communicate with the respective ruling personalities. Those who have very noble thoughts will rightly criticize that; whoever proceeds in a similar way will be able to see it quite differently. "

In 2017 Wallstein Verlag published the book Curt Mast. An Entrepreneur in Politics (author: Thomas Klingebiel ), in which Mast's political and entrepreneurial work before, during and after the Second World War is dealt with.

The cover of the single Ten Little Jägermeister by the rock band Die Toten Hosen , which was released in 1996, shows a caricature of the Jägermeister logo.

Change in brand management

In the 1990s, Mast-Jägermeister AG was confronted with falling sales. To counteract this negative trend, the Jägermeister brand changed its brand management at the end of the 1990s in order to gain a new target group while retaining the existing one. The successful realignment enabled a younger customer segment to be tapped and an image change to take place.

Until the end of the 1990s, Jägermeister's target group consisted mainly of people over the age of 55, who consumed the herbal liqueur as a “ bitters ” at home. As a result, Jägermeister was known as the "old man's drink". During this time, the company was faced with serious challenges: Demographic change caused the user base to increasingly shrink, foreign lifestyle drinks such as Bacardi or Absolut Vodka shaped new consumption and drinking habits, and there was also a general weakness in consumption in society. In order to remain competitive in the long term, an attempt was made to develop an additional target group through a radical reorientation and to change the brand image .

In order to ensure its survival on the market, the herbal liqueur should be established in the club and event scene under the slogan "Achtung wild!" As a result, a new customer segment should be developed in addition to the existing target group: Younger and more male consumers "between 18 and 39 years of age from the self-fulfillment and entertainment environment" were to be acquired. The Jägermeister product should also be consumed as an out-of-home product in a new environment. The gastronomy was identified as the most important distribution channel. In the course of the realignment, the brand should be associated with the attributes authentic, self-confident, wild and edgy. The symbol of the Hubertushirsch should be used as a communication tool, which should be established as a “brand authority”.

Despite the intended rejuvenation, the aim was to maintain the brand identity and the tradition associated with it. To ensure this, elementary brand attributes such as the bottle, recipe, the color orange and symbolism (Hubertushirsch) were retained. This should also ensure that the existing target group is preserved. In 2016, the design of the bottles was slightly revised.

Implementation and communication tools

When the brand was realigned, a conscious decision was made not to simply stage the brand in party situations. Instead, an integrated marketing concept was developed in which the company website serves as a hub. With the new concept, the target group should now be reached through promotional campaigns and point-of-sale measures in addition to classic TV advertising . In addition, marketing made use of below-the-line communication by systematically sponsoring young talents from the rock scene.

The TV advertising was designed to be short, but was very popular. In the spots, the funny and self-deprecating deer Rudi and Ralph served as brand ambassadors, who advertised the product with sometimes serious hints (“ice cold as a shot at parties”). In this way, the company was able to increase awareness of the logo and at the same time position it in a contemporary and younger way. The advertising slogan “Achtung wild!” Was used consistently in the spots.

Promotion campaigns were placed directly in the announced party scene. The product has been actively marketed by so-called “Jägerettes” (young women scantily clad in orange) since 2000, with the promotion teams donating ice-cold Jägermeister shots to guests in bars, clubs or beer gardens . As a result, the new type of use (shot) could be made directly accessible to the potential new target group.

Customers should be encouraged to buy the product through on-pack promotions in the form of CDs, DVDs, T-shirts or soccer balls.

In order to sharpen the image profile of the brand, event and music band sponsoring was also used. Above all, rock bands were supported in order to couple Jägermeister with the attitude towards life that is associated with the genre and to address a cross-generational target group. Jägermeister also organized its own open-air events, such as the "Jägermeister Rock: League" or "Orange Events" every year since 2004.

The company also organized internal competitions and similar marketing campaigns via social media platforms and the Jägermeister website. In 2008, for example, the “Miss Jägermeister” election was launched via the studiVZ platform and the company's website, with the aim of building up an online community that can be confronted with targeted marketing activities. Other campaigns were the 2004 “Miss Ass Antlers” election and virtual pee games on the website.


Jägermeister-Mast SE's worldwide turnover increased from 182 million euros (1998) to 568 million (2015) through various marketing instruments. In addition, between 2002 and 2005 alone, food retailing grew by 24% (excluding Aldi ). In 2016, Jägermeister exported to more than 100 countries worldwide; the foreign share of total sales in 2016 was almost 80%. In 2015 the herbal liqueur "Jägermeister" was the most valuable German brand of spirits. Jägermeister has become very popular, especially in the USA .

Recent marketing measures

Jägermeister also advertised with " Miss ass antlers"

In a 2008 advertising campaign, a fictional drink called no Jägermeister was advertised.

In the 2015 commercial, the slogan “Who, if not us” and the song Fan by The Orsons were used.

During the COVID-19 pandemic , the spirits manufacturer provided the Braunschweig Clinic with 50,000 liters of alcohol for the production of disinfectants. According to their own statements, they wanted to make a contribution to the fight against the SARS-CoV-2 virus.

Trademark litigation

In 2006, Mast-Jägermeister filed an objection to the German Trademark and Patent Office (DPMA) against the registration of the Hirschkuss word mark for the herbal liqueur from the Bavarian Hirschkuss-Genussmanufaktur GmbH . The depiction of a stag in the Hirschkuss picture mark was also contested. This was justified, among other things, with similarities to the Hubertushirsch of the Jägermeister brand. The DPMA rejected the objection in 2007.

The case caused nationwide media coverage after the TV magazine quer des Bayerischer Rundfunk reported on the liqueur dispute. National newspapers such as Süddeutsche Zeitung , Die Welt or Neue Zürcher Zeitung also picked up on the story and thus attracted a lot of attention from Hirschkuss and its manufacturer, Petra Waldherr-Merk. The dispute ended when Mast-Jägermeister did not object to the registration of a new Hirschkuss picture mark in 2009 .

In 2012, the Mast-Jägermeister company took legal action against the registration of the word mark “Hirschrudel”, under which the entrepreneur Dirk Verpoorten wanted to sell a herbal liqueur with the spirits distributor Seven Spirits . After an objection to the trademark registration was initially rejected because there was no likelihood of confusion, Mast-Jägermeister sued his competitor, who had meanwhile put the deer pack liqueur on the market, in October 2014 before the Hamburg district court and won in the first instance. In January 2016, the opposing side appealed the judgment to the Hanseatic Higher Regional Court in Hamburg. A decision is still pending (as of May 2016).

Sports sponsorship

Porsche 956 C from Brun Motorsport with Jägermeister sponsorship
Jägermeister in Formula 1: Advertising on a EuroBrun ER189 (1989)

Jägermeister wrote sponsorship history in 1973 when Eintracht Braunschweig was sponsored by Jägermeister as the first German football team and played with jersey advertising in the 1st Bundesliga . This was only possible by circumventing the rules of the DFB : Eintracht took over the Jägermeister company logo as the club's coat of arms and was thus able to advertise “legally”.

From 1972 to 2000, the company also acted as a sponsor in international automobile racing. The first Jägermeister cars were painted in a more subtle green, later in orange, in order to increase the advertising effectiveness of the vehicles. Right from the start, ex-world champion Graham Hill became a popular advertising medium in European Formula 2 . Later Hans-Joachim Stuck and Jochen Mass also drove in Formula 2 under Jägermeister advertising. Engagements in Formula 1 with short appearances in 1974 and 1989 (the latter with the Swiss-Italian team EuroBrun ) were rather rare. Racing cars with the typical orange Jägermeister paintwork, such as the Porsche 911 Carrera RSR, Porsche 934 , Porsche 935 , Porsche 956 C , Porsche 962 , and Alfa, were also used in the German racing championship and various international endurance races in the 1970s and 1980s Romeo GTA and various BMW 2002 and BMW 320 . When the DTM was created as the successor to the DRM in the mid-1980s , Jägermeister was there again. Partner was initially BMW , later Opel and Alfa Romeo . In the first year of the modern DTM 2000 drove the Opel Astra V8 by Éric Hélary the time being last strikingly orange racing car with Jägermeister support. In principle, however, the company's renewed involvement in racing is not ruled out.

Jägermeister also appeared as a sponsor in table tennis . From 1977 to 1981 TTC Jägermeister Calw played in the Bundesliga ; World class players like Dragutin Šurbek were signed. In 1981 the professional department of Calw was dissolved.

In recent years, however, people have distanced themselves from sponsoring sports because "alcohol and active sport do not belong together".


  • A shot glass of Jägermeister and a Red Bull (or other energy drink ) make a flying stag or turbo hunter . In the English-speaking world, this cocktail is also called Jägerbomb , but it was originally mixed with a beer.

Web links

Commons : Jägermeister  - collection of images

Individual evidence

  1. See, for example, the press release of May 15, 2008 from Mast-Jägermeister AG  ( page no longer available , search in web archives )@1@ 2Template: Toter Link / www.mast-jaegermeister.ag
  2. Top 25 premium spirits brands worldwide 2013. In: Lebensmittelzeitung.net. Retrieved February 17, 2015 .
  3. www.mast-jaegermeister.de → Company → Hubertussage , accessed on March 21, 2010  ( page no longer available , search in web archives )@1@ 2Template: Toter Link / www.mast-jaegermeister.de
  4. Claudia Keller: The spirit from the bottle. Der Tagesspiegel , August 23, 2003, archived from the original on January 5, 2007 ; Retrieved February 16, 2013 .
  5. ^ Thomas Klingebiel: Curt Mast - Wallstein Verlag. Retrieved July 31, 2017 .
  6. a b c Dirk Lippold: The Marketing Equation - Introduction to process and value-oriented marketing management . 2nd, completely revised and expanded edition. Walter de Gruyter GmbH, Berlin, Berlin / Boston 2015, ISBN 978-3-11-042681-6 , pp. 185 .
  7. a b c Jägermeister - out of the traditional corner, into the wild life. (PDF) (No longer available online.) German leading agencies, 2005, archived from the original on January 30, 2017 ; accessed on January 31, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / archiv.gwa.de
  8. a b c d Michael Milewski: Wild marketing for Jägermeister. In: Marken 2007. absatzwirtschaft, 2007, accessed on January 30, 2017 .
  9. Michael Froböse: Operative Marketing Planning . In: Michael Froböse, Manuela Thurm (Hrsg.): Studienwissen Kompakt . Marketing. Springer Gabler, Wiesbaden 2016, ISBN 978-3-658-05692-6 , pp. 103 .
  10. a b Christoph Burmann / Christian Feddersen: Identity-based brand management in the food industry: the FRoSTA case . Ed .: Christoph Burmann. Brand Management, No. 4 . LIT Verlag, Hamburg 2007, ISBN 978-3-8258-0288-2 , p. 38 .
  11. Jägermeister sharpens profile: revised product appearance. In: about-drinks.com. April 11, 2016, accessed January 30, 2017 .
  12. a b Uwe Munziger: Brand Effect . 11 Misconceptions about brands - this is how brand building and brand management succeed. Springer Gabler, Wiesbaden 2016, ISBN 978-3-658-01504-6 , p. 67-99 .
  13. Michael Teuber: The Myth of Youth - How advertising stages a myth for specific target groups and uses the example of the Jägermeister rejuvenation campaign. (PDF) mythos-magazin.de, accessed on January 31, 2017 .
  14. Good marketing, bad marketing - brand eins online. Retrieved January 30, 2017 .
  15. Sven Markschläger, Eva Werle: How social branding can be used successfully in practice and how consumers do the marketing of companies . In: Matthias Schulten, Artur Mertens, Andreas Horx (Eds.): Social Branding - Strategies - Practical Examples - Perspectives . Springer Gabler, Wiesbaden 2012, ISBN 978-3-8349-3224-2 , p. 88 .
  16. a b Good marketing, bad marketing - brand eins online. Retrieved January 30, 2017 .
  17. Federal Gazette. Retrieved January 30, 2017 .
  18. Jägermeister back on course for growth. In: Beverages newspaper. Retrieved January 30, 2017 .
  19. Drinks 50 2015 - The annual report on the world's most valuable drinks brands. (PDF) Brand Finance, May 2015, accessed on January 31, 2017 .
  20. Who, if not us. Jägermeister TV spot on YouTube
  21. musikradar.de/jaegermeister-song-aus-dem-werbespot. Retrieved October 13, 2015 .
  22. Coronavirus: disinfectants instead of Jägermeister - how alcohol manufacturers want to help against corona. Retrieved March 24, 2020 .
  23. Petra Schneider: Kissed by the deer , March 14, 2011. In: Süddeutsche Zeitung
  24. Stephanie Geiger: The deer kiss was more than a crazy idea , May 23, 2010. In: Die Welt
  25. Stephanie Geiger: Jägermeister aims in vain at the kissing deer , July 13, 2010. In: Neue Zürcher Zeitung
  26. Hirschkuss prevails against Jägermeister , June 16, 2009. In: Münchner Merkur
  27. ^ Register information from the German Patent and Trademark Office. In: register.dpma.de. April 6, 2015, accessed April 6, 2015 .
  28. ^ Decision of the Office for Harmonization on September 18, 2013 (PDF full text on Wikimedia Commons).
  29. Simple copy of the judgment of the Hamburg Regional Court of December 11, 2015 (PDF full text on Wikimedia Commons).
  30. Marketing Code. (PDF) Mast-Jägermeister SE, April 3, 2014, p. 17 , accessed on July 17, 2018 .