Maybe it's the flavor of the 50-plus herbs and spices that make this spirit so memorable. It could be the thick emerald green bottle-adorned with a stoic deer head-that helps it stand out so much.
Or it might be the fact that most people are in very good spirits (pun intended) when they take their initial taste of this tipple.
Regardless, nobody forgets their first time drinking Jagermeister.
Over the last 80 years, this herbal liqueur from Germany has managed to become one of the best selling-and most divisive- spirits in the world. While seemingly everyone either loves it or hates it, the fascinating history of "Jager" still remains a mystery to many.
There's no better place to get schooled on the specs of the spirit than at the Jagermeister factory in the hospitable half-timbered town of Wolfenbuttel, Germany:
Syrupy Brown Background
Jagermeister was created by the son of a Wolfenbuttel vinegar maker named Curt Mast. After years of experimenting with various combinations of roots, spices and herbs, he hit on the right recipe for his concoction in 1935.
The elixir needed a name, however. Since Mr. Mast was an avid hunter, he settled on Jagermeister, which means "master hunter" in German.
The logo of a deer with a cross between its antlers was then chosen to pay homage to the legend of St Hubertus-the patron saint of hunters. While hunting, Hubertus is said to have had a vision of a stag with a crucifix set between its rack, which then inspired him to help preserve nature.
The last piece of the Jagermeister puzzle was the sturdy dark green bottle. Mast tested dozens by dropping them from height in the factory until he found one that wouldn't shatter. This meant his new creation would hold up when he took it on rugged hunting trips.
READ MORE: 5 European Spirits to Sip During Your Next Trip
What You'll Find in Wolfenbuttel Today
From the very start, Jagermeister has been made in Wolfenbuttel.
Initially-and unsurprisingly-the drink was popular among hunters and hardworking craftsmen. The original vinegar workshop initially proved sufficient for production, until a popularity boom spurned on by clever marketing helped Jagermeister outgrow its original home.
This new state-of-the-art factory welcomes guests each week (weekdays only) for informative tours that explain each stage in the production process.
"Jager" fans get to learn about the ingredients (saffron, juniper, cardamom, citrus peel and licorice are among the known components, with several more kept secret), dig deeper into the brand's heritage and peruse the wooden barrels where Jagermeister is aged.
Another option is to book a tour through Wolfenbuttel Tourism. This excursion includes the factory tour, a guided historical walk of the town, traditional German lunch and a stop at the Jagermeister Fan Shop in the town center.
READ MORE: Getting Spontaneous at Brussels' Legendary Cantillon Brewery
What to Know Before You Go
Wolfenbuttel is located in Lower Saxony, in north-central Germany, approximately 50 miles southeast of Hanover and 160 miles southwest of Berlin.
All visitors are encouraged to book their spot on the Jagermeister factory tour ahead of time as space is limited. You can do that on the official Jagermeister factory tour website.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
