Jägermeister Gets Creative with Pop-up Speakeasy
Private car. Secret location. Craft cocktails. This was the beginning of a Jägermeister experience. Hidden behind sliding industrial doors, inside the bed of a semi-truck was Wulferis & Buttle, a dimly lit woodsy German speakeasy pop-up.
Gathering around the Jägermeister Stammtish, a custom hand crafted traditional German communal table, the Brand Meister, Willy Shine, welcomed us with a sensory journey in understanding the rich history of the brand.
Acting as a time machine, the semi-portal transported guests back to 1935, when Curt Mast developed the recipe for the herbal liqueur we know as Jägermeister. As someone who had a deep love and respect for nature, Mast dedicated the mix to the Patron Saint of Hunters, St. Hubertus, a “Master Hunter” or “Jägermeister,” who as legend has it, confronted a white stag carrying an illuminated cross between his antlers. After witnessing what he believed to be a sign from God, St. Hubertus devoted his life to doing good work.
In honor of this story, Mast inscribed this poem on the brand’s label:
This is the hunter’s badge of honor
That he protects and preserves his game
Hunts sportsmanlike as is due
And honors the creator in his creatures.
Consisting of 56 natural herbs, blossoms, roots, and fruits sourced from various parts of the world, the blend continues to remain a mystery to those who try to duplicate it. Known traditionally as a “shot” brand, Jägermeister is stepping it up a notch and crafting premium cocktails.
Jägermeister Cocktail Recipe
Introducing us to creatively inspired Jäger cocktails with Los Angeles as an overarching theme, the Brand Meister, used music as his play on LA. His ode to Guns n Roses’ Coachella 2016 performance ensued into the following recipe:
“Appetite for Destruction”
.25oz Green Chartreuse
1oz Black team infused Mezcal
.5oz Peppermint Egg Whites
.75oz Fresh Lime Juice
.25oz Simple Syrupt
Shake all ingredients without ice, then again with Kold Draft ice. Strain into a chilled coupe and garnish with 3 drops of Peychaud’s Bitters.
Additional cocktail spins included the Old Fashioned Al Pastor, a play on Tacos al pastor, an institutional staple of LA Mexican culture, and the Jägermeister Flow, a homage to LA’s impact on Tiki cocktail culture.
For more ways to use Jägermiester, visit Jägermeister.com and follow them on Facebook and Instagram @JagermeisterUSA. Be sure to use #JägerRoots!
Britt Hysen is the Editor-in-Chief and founder of MiLLENNiAL. In addition to being a media entrepreneur, Britt is a passionate humanitarian, international speaker, and an expert on all things related to the global millennial.