Be The Meister

The first digital expression of a new creative direction.



Jägermeister is enjoyed worldwide, a drink synonymous with shots and celebration. But few know that this intense herbal liqueur is macerated from 56 secret herbs, then aged for more than a year in oak barrels in Wolfenbuttel, Germany.

Their target audience of millennials are drinking less, but choosing more storied, premium drinks. Jägermeister wanted to create a digital experience that celebrates its heritage and the craft that goes into every bottle.



Bauhaus-inspired typography; a rich green, amber and gold palette; and dynamic footage all express the energy of the legendary herbal liqueur – and celebrate the tension between German precision and the daring nightlife that Jägermeister inspires.



Jägermeister.com plays a vital role in bringing consumers deeper into the brand’s ecosystem with rich content about drink recipes, product provenance, history, and more.

Head of Global Digital Marketing Felix Jahnen declared: “With our new site, we use our past to take Jägermeister into the future. Our new visual identity is a celebration of our German heritage and brings the Jägermeister story to a new generation of trendsetters and rule-breakers.”