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Celebrate with the limited retro bottle

90 Years of Jägermeister

Two Jägermeister bottles, including a Limited Retro Edition, on a workbench with filled branded shot glasses in a vintage workshop setting. Tools and a red helmet are visible in the background. ChatGPT fragen

Since 1935 until today

Built to Last. Proven for Decades.

Whether it’s the iconic bottle, that bold orange neon glow, or the legendary taste – every detail of Jägermeister tells the story of a brand that’s been rewriting the rules since 90 years.

From local bars to main stages, underground gigs to massive festivals, Jägermeister doesn’t just show up, it takes over. Loud. Proud. Unapologetic.

It’s more than a brand. It’s an attitude.

To mark the big 90, Jägermeister is throwing it back – way back. Ready to discover?

90 years of shaping what’s next

From day one to today, Jägermeister has shaped the spirit of each generation, leaving a lasting impression on taste, culture, and experience. So step back in time and raise you glass to 90 unforgettable years of Jägermeister.

Elderly man in traditional hunting clothes holding a Jägermeister bottle, leaning against a tree in a forest.

Crafted in the 1930s by Curt Mast, a passionate and resonsible hunter himself, Jägermeister became a symbolic drink for hunters – often consumed at gatherings after a hunt.

Person with short red hair and round glasses, wearing a yellow shirt and green vest, sitting on a stool holding a bottle of Jägermeister and a filled glass against a brown backdrop in a studio setting.

Jägermeister's iconic ads had people dialing in to hear a deer roar or waiting for the next newspaper to drop every Sunday.

Man in retro yellow and blue soccer uniform holding a limited edition Jägermeister bottle, seated with one foot on a vintage football in a trophy-filled, wood-paneled room.

JÄGERMEISTER WAS A REAL PIONEER IN SPORTSPONSORING. ONE EXAMPLE: IN 1973, WE DID THE FIRST JERSEY SPONSORING IN GERMAN FOOTBALL BUNDESLIGA WITH THE TEAM EINTRACHT BRAUNSCHWEIG.

Man in green mechanic jumpsuit holding a limited edition Jägermeister bottle, seated in a retro workshop with tools, a floral chair, and an orange helmet in the background.

IN 1986, JÄGERMEISTER‘S BOLD ORANGE PORSCHE 962 WON THE SPA 1000 KM BY JUST A FEW SECONDS.

Stylish woman with an afro leans on a guitar and backstage cases, wearing a punk outfit. A Jägermeister retro edition bottle and shot glass sit nearby, with a rock concert poster in the background.

As a brand that lives and breathes music culture, Jägermeister took over stages and festivals all over the world.

JÄGERMEISTER RETRO BOTTLE

To honor the brand’s legendary past while looking boldly to the future, Jägermeister is going back with a limited edition RETRO BOTTLE – a tribute to our roots, our rebels and every ice-cold shot shared since 1935.

Bottle highlights:

• White glass & historic shape

• Bottle cap in retro look

• Historic front & back label (inspired by first Jägermeister bottle)

• Glass details with stag embossing

Unmistakably vintage, it reawakens the roots of the brand and celebrates the early days of one of Germany’s most iconic spirits. Cheers to the next 90 years!

Crafted with Purpose

Rooted in the spirit of the hunt

Back in 1935, our founder Curt Mast wasn’t just crafting a drink – he was creating a legacy. As a passionate herbalist and the son of a vinegar manufacturer, he blended 56 botanicals into what would become Jägermeister, a bold and complex herbal liqueur unlike anything else.

But this wasn’t just about flavor. “Jägermeister” - meaning “master hunter” - was a nod to Germany’s deep-rooted hunting tradition, something Curt also loved and embodied. The name and the logo? That legendary stag with the glowing cross? It’s inspired by an old story about Saint Hubertus, the patron saint of hunters.

Jägermeister has always stood for more than just what’s in the bottle. It’s about following your own path, embracing the wild, and honoring where you came from while doing things differently.

From forest vibes to festival nights – the spirit hasn’t changed. It just got louder.

Person in vintage outdoor clothing holding a Jägermeister Limited Retro Edition bottle and old-fashioned binoculars.

“Ich trinke Jägermeister, weil…”

The Campaign That Let the People Speak

Person holding a limited edition retro-design Jägermeister bottle and a branded glass filled with liqueur, dressed in a vintage-style green vest and cream shirt.

Back in the 1970s, long before influencer culture and hashtags, Jägermeister launched a campaign that made people stop and pay attention: “Ich trinke Jägermeister, weil…” (“I drink Jägermeister because…”)

It was one of the first ad campaigns in Germany to give everyday people a voice - hunters, workers, musicians, even housewives - each finishing the sentence in their own way. Some answers were funny, others philosophical, but all were real. It broke the mold of stiff, traditional advertising and made Jägermeister feel personal, relatable, and a little rebellious.

The campaign didn’t just sell a drink – it sold an attitude. One that said: you don’t need a reason to enjoy Jägermeister, but if you have one, make it your own.

The Stag That Changed the Game

Turning a jersey into a statement

It was 1973, and German football was still buttoned-up, strict, and untouched by the world of flashy sponsorships. But Günter Mast, the mastermind behind Jägermeister, had other ideas. As a passionate supporter of Eintracht Braunschweig, his hometown team, he wasn’t just cheering from the sidelines, he was about to change the game forever.

At a time when commercial branding on team jerseys was strictly forbidden in the Bundesliga, Mast saw an opportunity. He struck a deal with Eintracht Braunschweig to incorporate the Jägermeister stag logo into the club's official crest. It was clever, it was bold, and - most importantly - it worked. The German Football Association pushed back, but Mast held firm, and eventually, the move was approved.

With that, Eintracht Braunschweig became the first German Bundesliga team to wear a sponsor’s logo on their jersey, making history not just in football, but in marketing. The bold stag against the blue and yellow kit wasn’t just a logo – it was a cultural shift.

This wasn’t about slapping a name on a shirt. It was about identity. About tying the wild spirit of Jägermeister to the fight, grit, and pride of a team. And in doing so, it paved the way for the era of commercial football we know today: one brand, one team, one game-changing moment at a time.

Close-up of a person in a vintage football kit resting a Jägermeister retro edition bottle on an old leather football.

Faster Than Hype

Jägermeister’s racing history

Since the 1970s, Jägermeister has been synonymous with high-octane adrenaline, sponsoring some of the most thrilling and unforgettable moments in motorsport.

Decked out in its signature bold orange livery, Jägermeister-branded cars, from sleek touring cars to powerful endurance racers, have become a symbol of passion and rebellion on wheels.

By the time 1986 rolled around, Jägermeister’s presence in motorsport was more than sponsorship – it was a statement. That year, on the legendary Spa-Francorchamps circuit, the brand etched its name into racing history. The Brun Motorsport team – Thierry Boutsen and Frank Jelinski behind the wheel of a Jägermeister-liveried Porsche 962C – pulled off a heart-pounding victory at the Spa 1000km. They won by just a few seconds, after nearly five hours of racing at the edge, beating a factory Jaguar in a finish that felt more like a photo finish in a street brawl than an endurance race.

Whether it was dominating Spa-Francorchamps, German touring car championships or battling it out in grueling endurance races like the 24 Hours of Nürburgring, Jägermeister’s presence meant one thing: a fearless drive to win.

But it’s not just about speed. The brand’s connection to racing is a perfect reflection of our own values. Just like the drivers behind the wheel, Jägermeister never settles for second best. It’s a legacy fueled by risk, spirit, and a thirst to stand out. On the track and beyond.

A Legendary Duo for Unforgettable Night

Jägermeister x Music

Close-up of a person in a punk leather jacket holding a Jägermeister Limited Retro Edition bottle, with visible colorful patches and a lace-up pink top.

Originally brewed as a liquor with 56 secret herbs, but destined for a wilder fate – one that would forever link it to music history and nightlife culture.

Fast forward a few decades to the 1980s and 90s, Jägermeister began to shed its stiff-upper-lip reputation. It was crashing backstage at rock concerts and sneaking into DJs’ mixers. But Jägermeister didn’t stop there. We also tapped into music culture by sponsoring festivals, tours, and even starting our own music awards.

Our logo, a proud stag with a glowing cross between its antlers, became a symbol on stage banners and band tees. It was the mark of those who dared to live loud and push musical boundaries.

So next time you hear your favorite track drop and spot that green bottle on the table, remember: Jägermeister isn’t just a drink. It’s the secret ingredient behind rock anthems, wild nights, and stories that are just getting started.

NOW IN SELECTED MARKETS GLOBALLY

OUR LIMITED RETRO BOTTLE

Step back in time with our exclusive RETRO BOTTLE. Crafted with vintage-inspired design, this limited edition celebrates timeless vibes and nostalgia.

Available in select markets globally, this is your chance to own a piece of history before it’s gone. Whether you’re a dedicated collector or simply love unique, standout pieces, our limited RETRO BOTTLE is an essential.

Don’t miss out: grab yours today and make every sip a journey back to the roots!