But what drove Curt Mast to develop his inimitable product? Besides his fascination for spirits, Curt Mast was a passionate hunter who envisioned a drink for toasting the hunt with friends. This close bond with the forest and hunting is written into the Jägermeister label and bottle.
Mast had no difficulty in finding a name for the new product: he called it Jägermeister (‘master huntsman’ in German), a professional title stemming from a centuries-old hunting tradition. For the front label, Curt Mast chose a verse from a widely known hunting poem from Oskar von Riesenthal (1830 to 1898): ‘This is the hunters’ honour shield, which he protects and looks after his game, Huntsman hunts, As it should be, the Creator in the creatures honour.’ For the trademark, only one would do: Mast chose the legendary stag of Saint Hubertus with a glowing cross between his antlers.