Hear “Jägermeister,” and one usually thinks of college parties, Jägerbombs, or having a shot before leaving the bar.

But that was the old Jäger. The brand has a new CEO, a new slogan: “Be the Meister,” and believes bartenders are truly appreciating the cinnamon, star anise, orange peel, and all its other (mostly secret) 56 ingredients.

“Jägermeister is a versatile brand that can be enjoyed ice cold as a celebratory shot and it can also be used as a sophisticated cocktail ingredient because of the unique flavor and complexity of the brand.”
– Newly appointed CEO Jeff Popkin

Jägermeister and Rye

Jägermeister and Rye

As such, the German liqueur continues to amass a large following amongst bartenders who have started using it in everything from classic to tiki-style to modern-craft cocktails.

“Jägermeister is a versatile liqueur that can be used as a premium ingredient in a variety of cocktails due to the complexity and flavor profile of the brand.”
– Brand Meister Willy Shine

In an effort to move beyond the premium shot category, the “Be the Meister” campaign aims to highlight Jäger’s extensive history, flavor profile, and mixability in craft cocktails. The “Be the Meister” campaign will be, as Popkin explained, “The strongest media plan in the brand’s U.S. history.” Ads will appear in almost every form of media with the intention of educating consumers on Jäger’s history, as well as reconnecting consumers with the iconic drink.

Jägermeister Shot Glass

Jägermeister Shot Glass

In addition to the marketing campaign, there will be other changes, too, including a new incarnation of the iconic Jäger bottle. Said Popkin, “The updated bottle design more optimally embodies the quality and history of the signature herbal liqueur and features a more defined shape, bold logotype, and a premium cap, among other updates.”

“We are moving forward as Mast-Jägermeister U.S., signifying our vital role within the global Mast-Jägermeister organization. This name change is part of the vision for a Jägermeister brand-led culture that we are continuing to build with our employees and partners.”
– Jeff Popkin

And the message to drinkers is simple: don’t wait until last call, start the night with a Jäger!

Perfekt Jägermeister Soda

Perfekt Jägermeister Soda

Perfekt Jägermeister Soda

Ingredients:

  • 1 1/2 oz. Jägermeister
  • Perrier Sparkling Water
  • dash Gary Regan’s Orange Bitters No. 6
  • Orange Oil and Peel (for Garnish)

Preparation: Fill a frozen 12 oz. Collins glass with ice. Add dash of orange bitters and Jägermeister, squeeze the oil of an orange peel, top with Perrier Sparkling Water; squeeze a second peel over the top, stir to combine, and garnish with the peel.


Jäger and Rye

Jäger and Rye

Jäger and Rye

Ingredients:

  • 1 1/2 oz. Jägermeister
  • 1 1/2 oz. Rye Whiskey
  • Orange Twist (for Garnish)

Preparation: Stir with ice and strain into a rocks glass with large ice cube. Garnish with an orange twist.

For more information, visit Jagermeister.com.