Jägermeister is a bitter herbal liqueur, originating in Germany, made from an 80 years old secret recipe, made from over 50 herbs, fruits and spices. And now, it is bottled in the same distinct glass, square and green, as then. The label is inspired by the name, as Jägermeister translates from the German language as “Master of hunting”, and St. Hubertus, whose symbol is the horns of deer, is the patron saint of hunting.
In recent years, it has earned the reputation of a liqueur that will make you get soaked very quickly. This is because it is used mostly in shots and we are talking about the infamous Jager Bomb here. The reputation of Jägermeister liquor is that of strong drinks, often abused (as is tequila). In any case, Jägermeister has its place in many cocktails, adding a complex, and special, beverage taste. Jägermeister is in fact a “digestif”. Digestifs are specifically intended to aid digestion.
How it started?
Curt Mast, an ardent German-born hunter, is considered to be the initial distillery of the beverage. Jägermeister is considered a sweet beverage but it actually started by been sour. Curt Mast’s father, Wilhelm Mast ran a vinegar company in Wolfenbüttel, Germany, south- west of Berlin. The trade really started when Wilhelm’s son Curt Mast entered the business in the early 1930s and established that for this liqueur a plant liqueur would be used, the kind of mixture that was used as a medicine for several centuries. Curt created the liqueur from a mixture of 56 herbs and spices with a concentration of 35% alcohol. After the ingredients have been ground and immersed in water and alcohol for two, three days, the mixture is filtered and placed in oak barrels for one year. Afterwards, the beverage is filtered again, then mixed with sugar, caramel, alcohol and water. Next is the last filtration and then the bottling.
How do we drink it?
Alcohol manufacturers recommend that Jägermeister be drunk very cold, but it is best to mix it in cocktails like those listed below. It is recommended to consume in moderation, which is valid for all beverages – knowing that there is something about herbal mixes, which dries faster than other drinks.
Currently, this drink is not missing from any party, a shot of Jäger being the perfect way to start a busy evening. Recently, a simple shot seems to be not enough, which is why cocktails, such as “Jägerbomb”, come to complete the feeling of this digestive. What is Jägerbomb? A combination of Jägermeister and an energizing drink. It is served in a shot glass sunk into a larger one containing energy drink.
People’s appetite for this kind of drink is unstoppable. Young people are drinking this magic liqueur every time they have the opportunity. Usually, a double portion of this digestive has become the most common way an evening out can begin.
Did you know about the myth?
On the label you will find the German inscription “Das ist des Jägers Ehrenschild, Daß er beschützt und hegt sein Wild, Weidmännisch jagt, wie sich’s gehört, Den Schöpfer im Geschöpfe ehrt.” In approximate translation, meaning: “It is the hunter’s honor for him to protect and keep hunting as a sport and paying homage to the Creator through his creatures. ”
At that time,
the area in which the distillery is located had become a refuge for the
hunters, among which were well-known figures of the Nazi Party. Herman Göring,
Adolf Hitler’s right hand, was one of those personalities who, during hunting
parties, also met Mast. Once the Nazis came to power in 1933, Göring was
appointed Minister of the Interior, initiating a series of laws to create
groups of Jägermeister or masters of the hunt. Discovering in this new market a
good opportunity to promote his drink, Mast named his product Jägermeister, which
he bottled in sturdy green bottles and wrote the name in Gothic letters. As for
the glass logo, Mast chose the mythical deer that has a cross printed between
the horns. For a long time, people took this to mean the drink — and whatever
intoxicated sense of virility we all have after consuming it — owed its special
power to deer blood. The recipe, closely guarded to this day, does not
actually, or at all, contain animal blood.
After the end of World War II, Mast continued to produce the beverage, and the glass model has almost not changed since then.
In the early 1950s, Günter Mast, Curt’s nephew, joined this business, giving the drink its current reputation, thanks to the sponsorship made for sports teams. But as sales grew, the drink became more and more associated with older alcohol users. This was also noted by Sydney Frank, a New York entrepreneur. When he saw the residents of the old German neighborhood of Manhattan enjoying this liquor, he realized the enormous potential it could have among young people. He ordered the first batch of beverages in 1974 and distributed it to bars in New York. The word about the mysterious powers of the new beverage spread quickly, with the Nazi-inspired label further enhancing the secret of this liquor on university campuses, as well as rumors that there was deer blood in the ingredients of the drink. When a Louisiana newspaper linked this drink to Valium sales exploded and the British came to adopt the drink pretty quickly.
A great success, over the last decade, Jägermeister has been on the list of the best-selling beverage brands in Europe. With a great grip especially on young people, “Jäger” has built its reputation as the official sponsor of major rock festivals, where bitter shots are the fastest way to become cheerful. But at the same time, it is used more and more often in cocktails, where it no longer has the role of spice, but has become a basic drink. People feel great when consuming a little Jägermeister. They feel so much better than in the case of other drinks. It’s a bit of a versatility this drink. It is liked by men and women. It is liked by those who are already accustomed to the bacchanalian delights and also it is liked by those for whom alcohol is rare thing.