Jagermeister 1L

About the Producer: Jägermeister

Wilhelm Mast worked as a vinegar producer and wine seller in Wolfenbüttel, Germany. Curt Mast (1897–1970), his son, was a lifelong enthusiast for the creation of spirits and liqueurs, and was eager to assist his father in the business from an early age. Curt developed the recipe for "Jägermeister" in 1934, when he was 37 years old and had taken over his father's business. Curt was a voracious hunter. Jägermeister translates to "Master Hunter," "Hunt Master," or "Master of the Hunt" in German. It is the title of a high-ranking officer in charge of hunting and gamekeeping affairs. Jägermeister was a job title that has been around for centuries. The new Reichsjagdgesetz (Reich Hunting Law) of 1934 re-defines the term, allowing senior foresters, game wardens, and gamekeepers in the German civil service to use it. When the new hunting law was enacted, Hermann Göring was appointed Reichsjägermeister (Reich Hunting Master). When Jägermeister was first introduced in 1935, Germans were already familiar with the brand, which they referred to as "Göring-Schnaps." Sidney Frank (1919–2006), who managed an American liquor importing company, was instrumental in bringing Jägermeister to a wider international audience. From the 1980s, he advertised the drink as a party drink to the youth and student market - a quite different niche than its previous conservative brand position in its native German market. A market research firm described him as "a promotional genius" for creating "an unpronounceable liqueur...drunk by elderly, blue-collar Germans as an after-dinner digestive aid... associated with 'party,'" according to New York magazine. Sidney Frank Importing was eventually purchased by Mast-Jägermeister in 2015.