Mast-Jägermeister SE has produced its globally successful herbal liqueur based on a secret recipe of 56 different herbs, blossoms and roots at this site, for over 70 years. Today, around 600 employees worldwide work for the Wolfenbüttel-based family company. In 2011, Mast-Jägermeister SE sold 87.1 million 0.7-litre bottles in over 90 countries across the globe, taking Jägermeister to eighth place in the global sector-specific Impact ranking of all international premium spirits.
During the 1960s, Mast-Jägermeister SE began to develop its export business in markets such as the Netherlands, Austria, Switzerland, the Benelux countries, Denmark and the USA. The brand gradually conquered additional countries in Europe as well as South and Central America, and now also has a presence in Africa, Australia and Asia. Today, the main sales regions are North America and Europe.
Launched in Germany in 1935, Jägermeister quickly developed over subsequent years to become a popular spirit, with occasional posters advertising the herbal liqueur from Wolfenbüttel. At the same time, Curt Mast expanded the company’s product portfolio adding, for example, the wild fruit liqueur Schlehenfeuer, the coffee liqueur ‘Mocca Double’, the caraway schnapps ‘Korn und Kimme’ and a ‘Boonekamp’ bitter spirit. Into the 1960s, the company continued to manage a wide product range.
Curt Mast was fascinated by the manufacture of spirits. He had been playing around with various blends for many years and, in his small shop, he also sold liqueurs which bore imaginative names such as “Burning Affection”. Spirits production developed to become an increasingly important division of the small company. It took a while for Curt Mast to find the right formulation.
1897 brought the birth of Wilhelm Mast’s son Curt – the man who was to invent Jägermeister 37 years later. When his father fell ill, Curt Mast took over the paternal business in 1918. The 21-year-old soon realised that something needed to change. The once successful vinegar factory was facing serious competition: most mining companies were now working with lower-cost, industrially produced vinegar.
It all began with vinegar The company’s founder Wilhelm Mast came to Wolfenbüttel in the early 1870s in a period marked by upheaval and change. The whole of Europe was in the grip of industrialisation, and people were moving from the countryside to the cities in their droves. Technical advances in the 19th century made the world a smaller place: the railways and the telephone brought goods and people together more quickly.
Experience the unmistakable taste Today, Jägermeister, without doubt, has become Germany’s most famous drinks export. Nearly every day someone in Germany or across the world will discover the taste of Jägermeister for the very first time.