The Tasting Panel magazine

June 2017

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Page 81 of 116

june 2017  /  the tasting panel  /  81 C orporate re-branding can be as conventional as a new label and a series of ads in a magazine or on TV—or in the case of Jägermeister, a reinvention of self for a new generation of mixologists and consumers. For those who have already had a long romance with this German-born herbal liqueur, it was most likely experienced in the form of Jäger shots, aiming for the exquisite sensation of the smooth, dark amber liquid coating the mouth and throat. But for the majority of today's über-sophisticated bartenders and bar chefs, the shot is only the beginning of their creative juice, so to speak. Jägermeister is enter- ing into a new era of self-exploration along with the talented craftsmen and women who concoct drinks with the finest of ingredients. Jäger is ready to play in that sandbox. After acquiring import company Sidney Frank in August 2015, Jägermeister changed its corporate name to Mast-Jägermeister. Launched in 1972, Sidney Frank Importing Company (SFIC) served as the exclusive importer of Jägermeister in the United States and helped establish the brand as the nation's number-one-selling imported liqueur. Founder Sidney Frank is credited with fueling Jägermeister's growth through creative, experiential marketing that capitalized on the liqueur's newfound popularity in the 1980s. Among SFIC's notable contributions are the introduction of the Jägerettes—the first promotional models in the spirits industry—and the revolutionary Jägermeister Tap A NOD TO GERMAN PRECISION, JÄGERMEISTER CREATES "DEUTSCHE AFTER DARK" TO INTRODUCE ITS NEW DNA by Meridith May / photos by Carlos Amoedo Wilkommen! These caberet performers played hostess to the attendees at the "Deutsche after Dark" party held at the 74th Annual WSWA Convention in Orlando in April.

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