Jägermeister was invented in the year 1934, but we must go back as far as 1870 in order to get the full vibrant story behind this unique flavoured liqueur. The company’s founder Wilhelm Mast moved to Wolfenbüttel, near Brunswick, Germany, in the early 1870s in search of creating a successful business.
Wolfenbüttel’s economy was shaped mainly by agriculture and mining. Back then, there was demand for vinegar to cool the mined rocks before they were extracted. So, Wilhelm set up his own vinegar production plant in 1878, but the best was yet to come for his fledgling company. Wilhelm also had a passion for fine wines and this knowledge would eventually serve the company well in later years…
Sadly, Wilhelm fell ill in the 1910’s and in 1918 his 21-year-old son, Curt Mast (pictured above), took over the family business, which by then had built up some debt. So Curt knew something had to be done. That’s when he stopped producing vinegar altogether in order to focus his attention on dealing in wines, a subject he had gained vast experience in thanks to his father, Wilhelm.
Having spent many years dealing in fine wines, Curt decided to branch out by creating a liqueur that would be quite special. It took a while for Curt to find the right formulation as sometimes his mixture was “too sweet” or its “citrus notes too weak”. But, in 1934, the time had come. Curt had created the spirit, which, over the next 75 years, was to become the world’s biggest herbal liqueur: Jägermeister.