Jägermeister

Steeped in history and surrounded by nature, Wolfenbüttel—like the drink that originated within its walls—is a blend of the finest ingredients. With an illustrious history at its heart, both artistically and scientifically, it's no surprise that a magnificent work of art was created in Wolfenbüttel: our Jägermeister.

Our striking logo is inspired by the legend of Saint Hubert. Hubert, who began as a wild and ruthless hunter, one day encountered a powerful stag in the forest with a radiant cross between its antlers.

This vision sparked a spiritual transformation in him, turning him into a champion of nature conservation and a patron saint of hunters. Curt Mast believed this hunting story perfectly captured the essence of his powerful elixir and adopted the stag as a symbol in honor of the true "master of the hunt."

Like Jägermeister, "Halali" holds a permanent place in German hunting vocabulary. It usually refers to the loud blast of the hunting horn, which signals the end of the hunt. It also signifies that it's time to rest and toast the power of nature.

The origins of "Halali" lie in hunting and date back to the Middle Ages. Even today, hunters sometimes use special horn signals to communicate with each other. Today, the call at the end of the day, accompanied by our legendary herbal liqueur, can be heard far beyond the forests. Cheers!

A keen outdoor enthusiast, Curt Mast needed a bottle that was incredibly durable. To find the perfect one, he subjected bottles of different shapes to a stress test, dropping them onto the oak floor of his home until one stood the test. This practical choice became iconic: more than eighty years later, that recognizable rectangular bottle is still a fixture in bars and clubs around the world and an unmistakable part of our brand.

Since the Jägermeister bottle achieved worldwide fame from its very inception, the label has barely changed in over eighty years. The label is the proud and visible face of the brand, its figurehead. Everything that characterizes the essence of Jägermeister is represented there: the well-known typography, the stag's head with the cross, and the first verse of Oskar von Riesenthal's famous hunting poem, Waidmannsheil.

Regardless of the country where our bottles are sold, the following text will always be visible on the label: “This is the badge of the hunter, who protects and cares for his prey, hunts like a gentleman, as is proper, and honors the Creator in the creature.” The author Oskar von Riesenthal (1830–1898), a forester and hunting writer of the time, wrote this poem as a guiding principle for responsible hunting. It is a poem widely known among hunters; it speaks directly to them. To commemorate the origins of Jägermeister, these verses continue to adorn the Jägermeister bottle today.

Contrary to what one might expect, Jägermeister is firmly rooted in the quiet town of Wolfenbüttel in Lower Saxony. Here, the world-famous premium herbal liqueur has been produced for over 80 years.