Mast-Jägermeister SE

What Mast-Jägermeister SE does

Mast-Jägermeister SE is a privately held, family-owned German spirits company headquartered in Wolfenbüttel, Germany, that produces and globally distributes the Jägermeister herbal liqueur brand. The flagship product is a 35% ABV liqueur crafted from a proprietary blend of 56 natural ingredients — herbs, blossoms, roots, and fruits — developed by Curt Mast in 1934 and commercially launched in 1935; the recipe remains trade-protected and the brand identity (including the iconic stag logo) is a registered trademark. In 2024 the company extended the line with Jägermeister Orange, a limited-edition citrus variant featuring Sicilian orange oil.

The company sells in 145+ countries through a layered distribution architecture: on-trade venues (bars, clubs, restaurants) are equipped with proprietary tap machines and freezers that maintain optimal ice-cold serving temperatures; off-trade retailers (grocery and liquor stores) carry branded freezer placements for visibility and temperature control. Direct-to-consumer channels include a Jägermeister online shop for branded apparel and merchandise (operated by Gekko Agency B.V.) and delivery partnerships with Uber Eats and Minibar. Marketing is multi-channel — paid digital advertising (Google, Facebook, YouTube), social campaigns (#Jägermeister, #DAMNTHATSCOLD), email (MailChimp), event sponsorships, and limited co-branded collaborations (e.g., Bogey Bros). The US market is served through a wholly-owned subsidiary, Mast-Jägermeister US, Inc., based in White Plains, NY. Leadership comprises CEO Michael Volke and board members Berndt Kodden and Carmen Schmidt (Vorstand), with US officers Joseph Fortune, Eve Michael, and Michael Rudy. Revenue figures are not publicly disclosed.

Name

Mast-Jägermeister SE

Legal name

Mast-Jägermeister SE

Website

https://jagermeister.com

Company type

Private

Founded year

1935

Operating status

Operating

Short description

Mast-Jägermeister SE is a German family-owned spirits company that produces and globally distributes the Jägermeister herbal liqueur (56 ingredients, 35% ABV) across 145+ countries via on-trade tap machines, off-trade freezers, DTC e-commerce, and delivery partnerships, serving adult consumers and the nightlife channel.

Ownership category

akta.pro rank

Headquarters

HQ city

Wolfenbüttel

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Infrastructure

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Mast-Jägermeister SE manufactures and globally distributes the Jägermeister herbal liqueur brand, including the flagship Original formula made from 56 natural ingredients and the Jägermeister Orange citrus variant. The company also produces a line of proprietary commercial cooling equipment — tap machines and specialized freezers — designed to serve Jägermeister at its signature ice-cold temperature in bars, clubs, and retail outlets, complemented by branded merchandise sold through an e-commerce storefront.

Product overview

Mast-Jägermeister SE is a German family-owned spirits company that produces and sells the Jägermeister herbal liqueur brand. The product portfolio centers on the core Jägermeister Original liqueur (crafted since 1935 with 56 natural ingredients) and its variants like Jägermeister Orange. The company also offers a range of commercial cooling equipment including tap machines (1 Bottle Tap Machine 2.0, 4th Gen 3 Bottle Tap Machine, Dual Tap Machine) and specialized freezers (Freeze-O-Mat, Shot Glass Freezer, Mini Freezer, Flat Freezer, Skinny Freezer) designed for on-premise establishments to serve Jägermeister at its signature ice-cold temperature. Additionally, the company operates an e-commerce merchandise shop and provides digital support resources including the Tap Machine Guide.

Differentiator

Problem solved

Functional benefit

Brands

• Jägermeister Orange: Limited edition citrus-flavored variant featuring oil from Sicilian oranges, launched as part of the 'Citrus Era' campaign.
• Jägermeister Tap Machines
• Jägermeister Freezers

Products and services

• Jägermeister Original Herbal Liqueur The flagship herbal liqueur crafted since 1935 with 56 natural ingredients (herbs, blossoms, roots, and fruits); sold in 145+ countries; 35% ABV; best served ice cold as a shot.
• Jägermeister Orange Limited edition citrus variant of the classic Jägermeister liqueur, featuring oil from approximately three Sicilian oranges per bottle, processed without heat; intended to be served ice cold as a shot or mixed with lemon-lime soda.
• 1 Bottle Tap Machine 2.0 Proprietary single-bottle commercial tap machine for dispensing Jägermeister at ice-cold serving temperatures in bars, clubs, and restaurants; provided by Mast-Jägermeister SE to on-trade accounts.
• 4th Gen 3 Bottle Tap Machine Fourth-generation proprietary commercial tap machine holding three bottles of Jägermeister for high-volume ice-cold shot service in bars, clubs, and restaurants.
• Dual Tap Machine Proprietary commercial dispensing device that holds two different Jägermeister products in a single unit for varied serving options in on-trade venues.
• Freeze-O-Mat Commercial freezer unit designed to maintain Jägermeister at ice-cold serving temperatures in on-trade venues such as bars and clubs.
• Shot Glass Freezer Specialized freezer for chilling shot glasses, designed as a complement for serving ice-cold Jägermeister shots in on-trade venues.
• Mini Freezer Compact freezer unit for Jägermeister bottles, designed for small-footprint placement in bars, clubs, and smaller retail environments.
• Flat Freezer Space-saving freezer designed to fit on retail shelves while keeping Jägermeister at optimal serving temperature in off-trade environments.
• Skinny Freezer Cost-optimized commercial freezer offering maximum flexibility for fitting various Jägermeister SKUs in off-trade retail outlets such as grocery and liquor stores.
• Jägermeister Branded Merchandise and Apparel Branded apparel and accessories featuring Jägermeister stag branding; sold directly to consumers through the Jägermeister online shop.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Bogey BrosminorGTM or Marketing PartnerJägermeister partnered with Bogey Bros for the Jägermeister Orange x Bogey Bros merchandise collaboration. Bogey Bros produced branded polo shirts and merchandise featuring the citrus orange theme, promoted through Jägermeister's marketing channels.
• Uber EatsminorChannel Partner/ Reseller/ DistributorUber Eats serves as a delivery partner enabling consumers to order Jägermeister products for on-demand delivery in select markets.
• MinibarminorChannel Partner/ Reseller/ DistributorMinibar is a delivery partner enabling consumers to order Jägermeister products for on-demand delivery in select markets.
• Gekko Agency B.V.minorImplementation/ SI/ Consulting PartnerGekko Agency operates the Jägermeister online shop, handling order fulfillment, customer service, and contract cancellations for e-commerce operations.
• DEPT®minorImplementation/ SI/ Consulting PartnerDEPT® Hamburg developed and maintains the Jägermeister global website, providing web development and digital infrastructure services.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Rémy Cointreau SA: Premium spirits group focused on cognac and liqueurs (Cointreau). Comparable as a premium-positioned, brand-led spirits company with similar on-trade gtm motion.
• Beam Suntory Inc. Major global spirits company (Jim Beam, Maker's Mark, Suntory brands). Comparable as a globally distributed premium spirits player with similar on-premise channel emphasis.
• Diageo plc: World's largest spirits company with broad portfolio across categories including liqueurs (e.g., Baileys). Comparable as a global branded spirits operator with multi-channel distribution and premium positioning, though it operates at vastly greater scale and category breadth.
• Brown-Forman Corporation: US-listed premium spirits company (Jack Daniel's, Woodford Reserve). Comparable as a brand-led premium spirits operator with controlled distribution and event-driven marketing.
• Pernod Ricard SA: Global spirits major with multiple liqueur and herbal/anhalt spirits brands (e.g., Ricard pastis, Malibu, Kahlúa). Comparable as a multi-brand global spirits distributor with similar on-trade/off-trade model.
• Bacardi Limited: Privately held global spirits group with broad portfolio and on-premise focus. Comparable as a privately controlled multi-brand spirits operator with heritage brand equity.

Regional players

• Stock Spirits Group: Central European branded spirits company with herbal/bitter liqueurs (e.g., Fernet Stock). Comparable as a herbal liqueur specialist competing in overlapping European on-premise channels.

Direct peers

• ILLVA Saronno (Disaronno): Italian liqueur producer of Disaronno amaretto. Comparable as a family-owned single-flagship-liqueur brand competing in the same consumption occasions (shots, mixed drinks, after-dinner).
• Davide Campari-Milano N.V. Owner of competing aperitif and liqueur brands (Aperol, Campari, Cynar, Averna). Most directly comparable to Jägermeister as a globally distributed herbal/bitter liqueur portfolio with strong on-premise and event-driven marketing.
• Lucas Bols N.V. Dutch liqueur and genever producer with global distribution. Comparable as a heritage liqueur portfolio (Bols, Damrak) selling into on-trade and off-trade channels worldwide.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mast-Jägermeister SE