Jägermeister
Jägermeister (Mast-Jägermeister SE) is a German family-owned producer of the iconic Jägermeister herbal liqueur and its variants, plus acquired gin (Gin Sul) and tequila (Teremana) brands, sold globally to adult consumers through retail, hospitality, and DTC e-commerce channels.
- Company typePrivate
- Founded1878
- HeadquartersWolfenbüttel, Germany
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jägermeister does
Jägermeister, formally Mast-Jägermeister SE, is a privately-held German family-owned spirit producer headquartered in Wolfenbüttel, Germany. The company manufactures and globally markets the Jägermeister herbal liqueur, created in 1935 by Curt Mast from a proprietary blend of 56 herbs, spices, and botanicals. The portfolio has expanded to seven labeled variants — Jägermeister (the core SKU), Jägermeister ORANGE (launched 2026), Jägermeister MANIFEST, Jägermeister Cold Brew Coffee, Jägermeister SCHARF, the seasonal Jägermeister WINTER EDITION, and the limited-edition Jägermeister 9556 Nights of Exploration — alongside two acquired spirit brands, Gin Sul (gin) and Teremana (tequila). The company also operates Best Nights VC, a venture capital arm investing in nightlife, hospitality, and consumer brands.
The business model is centered on the sale of alcoholic beverages through three principal channels: DTC e-commerce via shop.jaegermeister.de, retail/wholesale distribution, and hospitality/HoReCa on-premise placement in bars, restaurants, and nightclubs worldwide. Revenue is generated through one-time product sales rather than subscriptions or licensing. The company supports its products with multi-channel marketing — global advertising campaigns (e.g., 'Orange by Nature' by The Midnight Club), social media, targeted digital out-of-home, and the Night Embassy experiential program — and markets its products exclusively to adults of legal purchase age under a published Marketing Code.
Operationally, Jägermeister is structured as a Societas Europaea (SE) and employs 501-1,000 staff. It is currently investing in supply chain modernization, including a SAP EWM (Extended Warehouse Management) rollout with MHP and warehouse automation across multiple sites. Leadership comprises CEO Michael Volke alongside executive board members Berndt Kodden and Carmen Schmidt, with Wolfgang Moeller serving as CMO Global. The founding Mast family remains actively involved in governance. Geographic reach is global, with regional websites for Germany, the US, the UK, the Czech Republic, and Slovakia, and brand presence in nightlife and social-occasion consumption occasions worldwide.
Jägermeister firmographics
Firmographics- Name
- Jägermeister
- Legal name
- Mast-Jägermeister SE
- Website
- https://mast-jaegermeister.de
- Company type
- Private
- Founded year
- 1878
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Jägermeister (Mast-Jägermeister SE) is a German family-owned producer of the iconic Jägermeister herbal liqueur and its variants, plus acquired gin (Gin Sul) and tequila (Teremana) brands, sold globally to adult consumers through retail, hospitality, and DTC e-commerce channels.
- Ownership category
- akta.pro rank
Jägermeister industry classification
Industry- Product category
- Premium Herbal Liqueur
- NAICS
- Distilleries (312140), Beer, Wine, and Liquor Retailers (4453)
- SIC
- Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Spirits Distilling & Brands (CRADAIAC)
- akta.pro secondary industries
- Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Spirits Retail & Whiskey Shops (Off-Premise) (CRANAAAD)
Keywords
Where Jägermeister is headquartered
LocationHeadquarters
- HQ city
- Wolfenbüttel
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Jägermeister business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Alcoholic Beverage Sales: Jägermeister generates revenue primarily through the sale of its herbal liqueur products and variants including Jägermeister, Jägermeister ORANGE, Jägermeister MANIFEST, Jägermeister Cold Brew Coffee, Jägermeister 9556 Nights of Exploration, and Jägermeister WINTER EDITION. Products are sold through various distribution channels including direct-to-consumer e-commerce via the Jägermeister Shop.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
Jägermeister product offering
Product offeringCore offering
Mast-Jägermeister SE manufactures and globally markets the Jägermeister herbal liqueur, a German digestif produced from 56 herbs, roots, and spices developed by Curt Mast in 1935. The company sells the original Jägermeister together with a portfolio of variants (ORANGE, MANIFEST, Cold Brew Coffee, SCHARF, WINTER EDITION, and limited editions) and complementary spirit brands (Gin Sul, Teremana), distributed through retail, hospitality, and its own e-commerce shop.
Product overview
Mast-Jägermeister SE is a German spirit beverage company producing the iconic Jägermeister herbal liqueur. The product portfolio centers on the original Jägermeister (a blend of 56 herbs and spices) and has expanded through variants including Jägermeister ORANGE (new 2026 launch), Jägermeister MANIFEST, Jägermeister Cold Brew Coffee, Jägermeister 9556 Nights of Exploration (limited edition), and Jägermeister WINTER EDITION (seasonal), plus Jägermeister SCHARF. Beyond the core brand, the company has diversified through brand acquisitions including Gin Sul (gin) and Teremana (tequila), and operates Best Nights VC, a venture capital arm investing in nightlife and hospitality sectors. The portfolio represents a unified 'best nights of your life' company positioning, with products spanning liqueurs, flavored variants, seasonal offerings, and complementary spirit categories.
Differentiator
Problem solved
Functional benefit
Brands
- Jägermeister ORANGE: Orange spirit variant of the classic herbal liqueur
- Jägermeister MANIFEST
- Jägermeister Cold Brew Coffee
- Jägermeister 9556 Nights of Exploration
- Jägermeister WINTER EDITION
Products and services
- Jägermeister (Original) Flagship German herbal liqueur made from 56 herbs and spices, served chilled as a shot or used in cocktails; targeted at adults of legal drinking age.
- Jägermeister ORANGE Orange-flavored variant of the classic Jägermeister herbal liqueur, marketed to extend the brand into flavored spirits.
- Jägermeister MANIFEST Premium variant of Jägermeister presented as a more intense, full-bodied expression of the original recipe.
- Jägermeister Cold Brew Coffee Coffee-infused variant combining the herbal liqueur with cold brew coffee for coffee-flavored spirit consumers.
- Jägermeister SCHARF Spicier variant of the classic herbal liqueur, featuring additional heat compared to the original formula.
- Jägermeister 9556 Nights of Exploration Limited edition variant aligned with the brand's nocturnal exploration and 'best nights' lifestyle positioning.
- Jägermeister WINTER EDITION Seasonal winter variant of the herbal liqueur with packaging and flavor notes suited for the colder months.
- Gin Sul Wholly owned gin brand in the Mast-Jägermeister SE portfolio, expanding the company beyond its core herbal liqueur.
- Teremana Wholly owned tequila brand in the Mast-Jägermeister SE portfolio, acquired to diversify into complementary spirit categories.
Companies that use Jägermeister
Customer profileSegments1 record
Ideal customer profiles1 record
Jägermeister technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Jägermeister partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- The Midnight ClubcoreLeeds-based creative agency The Midnight Club created the global 'Orange by Nature' advertising campaign for Jägermeister Orange. The campaign features humorous short films and serves as a model for future global campaigns. The partnership aims to introduce the new orange variant to new audiences.
- MHP (A Porsche Company)minorMHP, a management and IT consulting firm, implemented SAP EWM (Extended Warehouse Management) at Jägermeister including warehouse automation across multiple sites. MHP experts presented a case study at LogiMAT 2026 trade fair.
- UnileverminorJägermeister executives participated in a trends analysis alongside Unilever and Wipro Consumer Care executives, identifying hyper-personalisation and precision wellness as key trends for 2026 in the consumer sector.
- M2|OC Formula For GrowthminorDigital marketing agency collaboration for a targeted digital out-of-home advertising campaign in the Netherlands. The campaign leveraged weather conditions, location data, and timing to reach audiences during cold winter weekends.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Jägermeister competitors and assessment
Company assessmentDirect peers
- Campari Group: Global spirits company with a portfolio of aperitifs and liqueurs (Aperol, Campari, Wild Turkey, Grand Marnier). Most direct comparable given overlapping liqueur/bitters category, similar portfolio diversification model, and global distribution footprint.
- Rémy Cointreau: French premium spirits group (Rémy Martin cognac, Cointreau liqueur, LOUIS XIII). Highly comparable as a family-influenced premium spirits house with a flagship liqueur (Cointreau) anchoring global distribution and a portfolio of premium variants.
- Edrington: Privately held global premium spirits company (The Macallan, Highland Park, Famous Grouse). Comparable as a privately held premium spirits house with brand-led marketing investment, though concentrated in Scotch whisky.
Broad incumbents
- Pernod Ricard: One of the world's largest premium spirits groups (Jameson, Absolut, Malibu, Beefeater). Comparable as a broad incumbent in premium spirits with global distribution, multi-category portfolio, and significant marketing investment behind hero brands.
- Diageo: World's largest spirits company (Johnnie Walker, Smirnoff, Baileys, Tanqueray). Comparable as a global premium spirits incumbent with similar marketing-driven brand-building model, though substantially larger and publicly listed.
- Beam Suntory: Global premium spirits company (Jim Beam, Maker's Mark, Hibiki, Suntory whisky). Comparable as a major premium spirits competitor with global distribution, brand-led marketing, and category diversification strategy.
- Brown-Forman: American premium spirits company (Jack Daniel's, Woodford Reserve, Finlandia). Comparable as a family-influenced spirits house with brand-led growth model and global distribution focus, though concentrated in whiskey.
- Bacardi Limited: World's largest privately held spirits company (Bacardi rum, Grey Goose vodka, Patrón tequila). Closest comparable to Jägermeister's family-owned private structure with global distribution and a portfolio spanning rum, vodka, tequila, and other categories.
Regional players
- Stock Spirits Group: Central and Eastern European-focused spirits producer (Stock brandy, Božkov, Fernet Stock). Comparable as a privately held regional spirits manufacturer with strong Central European distribution, though smaller scale than Jägermeister.
Emerging players
- Marie Brizard Wine & Spirits: French spirits group with heritage liqueur brands (Marie Brizard, Sobieski). Comparable as a liqueur-anchored spirits company with portfolio diversification, though significantly smaller and more geographically concentrated.
Market position
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Jägermeister social profiles
Digital presenceJägermeister financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jägermeister leadership team
Management profileNumber of profiles
Profiles7 records
Jägermeister subsidiaries and ownership
Company hierarchySubsidiaries3 records
Jägermeister funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jägermeister M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jägermeister
What does Jägermeister do?
Mast-Jägermeister SE manufactures and globally markets the Jägermeister herbal liqueur, a German digestif produced from 56 herbs, roots, and spices developed by Curt Mast in 1935. The company sells the original Jägermeister together with a portfolio of variants (ORANGE, MANIFEST, Cold Brew Coffee, SCHARF, WINTER EDITION, and limited editions) and complementary spirit brands (Gin Sul, Teremana), distributed through retail, hospitality, and its own e-commerce shop.
Is Jägermeister a public or private company?
Jägermeister is a private company. It is classified as family owned and is currently operating.
When was Jägermeister founded?
Jägermeister was founded in 1878. It employs 501 to 1,000 people.
Where is Jägermeister based?
Jägermeister is headquartered in Wolfenbüttel, Germany, in the Europe region.
How does Jägermeister make money?
One revenue line is on record: alcoholic Beverage Sales.
Who are Jägermeister's main competitors?
Direct peers on record are Campari Group, Rémy Cointreau and Edrington. Broad incumbents are Pernod Ricard, Diageo, Beam Suntory, Brown-Forman and Bacardi Limited. Stock Spirits Group is listed as a regional player. Marie Brizard Wine & Spirits is listed as an emerging player.
Does Jägermeister have an API?
No public API is recorded for Jägermeister.
What industry is Jägermeister in?
Jägermeister's product category is Premium Herbal Liqueur. Its primary akta.pro industry code is CRADAIAC, Spirits Distilling & Brands, with a secondary code of CRAOAIAA, Beer, Wine & Spirits Wholesale Distribution. Its NAICS code is 312140 and its SIC code is 2080.