Shortly after Curt Mast had taken over his father’s vinegar factory at the age of 16, the First World War caused hard economic times. To survive, the company had to reinvent itself. It was decided to have a second mainstay and specialized in importing French wines. Curt Mast also experimented constantly with the production of liqueurs. But it was only after celebrating his 37th birthday in 1934 that the characterful herbal liqueur was ready for the market and was called “Jägermeister” in honor of its creator’s passion. An incomparable brand history began.
In the 1960s, the company had to reposition itself due to declining sales figures. The image was suffering: Jägermeister was perceived too much as a drink for older people. Therefore, two decisive courses were set at the beginning of the 1970s: Firstly, expansion into international markets was driven forward – with the long-term consequence that today people in more than 80 countries around the world enjoy Jägermeister. Secondly, real pioneering work began in the field of sports marketing. In 1973, the company landed the masterstroke of putting its company logo on the jerseys of Eintracht Braunschweig, cleverly circumventing the advertising rules of the DFB (German Football Association) in effect at the time. This was the foundation stone for jersey advertising in the 1st Bundesliga in 1973.
After almost 90 years, Jägermeister is by far the most popular herbal liqueur in Germany and the best-known German spirits brand in the entire world.