Jägermeister is one of the most iconic herbal liqueurs in the world, created in 1934 by Curt Mast in Wolfenbüttel, Germany. The name translates roughly to “master hunter,” a nod to both German hunting traditions and the stag emblem on the bottle, which features a glowing cross between the antlers inspired by the legend of Saint Hubertus, the patron saint of hunters.

The liqueur is made from a secret recipe of 56 herbs, roots, fruits, and spices, which are macerated in alcohol and water before being aged in oak barrels for nearly a year. This process creates the complex, bittersweet balance of flavors that made Jägermeister famous. It has a strong, herbal profile with hints of licorice, citrus, and spice, designed originally as a digestive but later embraced as a versatile spirit in cocktails and shots.

While steeped in German heritage, the brand’s image shifted dramatically in the late 20th century. It became a staple of nightlife and party culture, especially in the United States, thanks to aggressive marketing, music sponsorships, and the rise of the “Jägerbomb.” Today, Jägermeister balances its old-world identity with its modern role as a global lifestyle brand, equally at home in traditional European settings and loud, youthful party scenes.

At its core, Jägermeister represents craftsmanship, tradition, and bold flavor, wrapped in a brand identity that celebrates both heritage and modern rebellion.