Curt Mast tinkered for years in search of a formula that was not ‘too sweet’, not ‘too citrusy’. In 1934, he finally found it: a unique and flavourful blend of 56 herbs, blossoms, roots and fruits, with 35% abv. The iconic herbal elixir Jägermeister was born.
Jägermeister arrived on the German market in 1935 and was an instant success.
Starting in 1958, lovingly designed advertising motifs with the famous Jägermeister dachshund (Waidmanns Waldi) increased the brand’s popularity.
The first advertising film ‘Waidmannsheil’ debuted in September 1954 in a Hamburg cinema. At the end of the 1950s, Jägermeister also began to appear in TV adverts. The first advertising films entitled “A look through the Jägermeister glass” showed “footage of wild German forest animals” – combined with Jägermeister packshots.