The Tasting Panel magazine

June 2017

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Page 83 of 116

june 2017  /  the tasting panel  /  83 "We're sll the inimitable shot brand, and we'll sll be that meless brand 100 years from now." Introduced 80 years ago, Jägermeister, German for "Master Hunter," is the number-one-selling imported liqueur in the United States and is available in 129 countries around the world. The iconic taste of Jägermeister is not left to chance but is due to decades of experience, a safely guarded secret recipe—consisting of 56 natural herbs, blos- soms, roots and fruits including star anise, cardamom, cinnamon and ginger roots—and 383 quality checks. The botanical ingredients are extracted in their raw, unprocessed form through a gentle, weeks-long process of cold maceration to create Jägermeister's base. The base, housed in more than 400 oak casks, then "breathes" for one full year, a process that is key to creating the complexity and balance of Jägermeister's legendary taste profile. "Be the Meister" Last month, Jägermeister unveiled a new global positioning, identity and campaign, marking the first major rebrand in its history. The new campaign, coined, "Be the Meister", encourages consumers to do what you do masterfully and live by your own rules. The repositioning draws from the distinct characteristics of Jägermeister's heritage—spirited irreverence and product perfection—to transmit a unique side of the brand's German provenance to the Millennial audience.

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