Part 3/8:
After Wilhelm’s death in 1918, his son Kurt took control and made a strategic pivot by halting vinegar production completely. Instead, he focused on winemaking and began crafting a liqueur that would ultimately become iconic. After more than a decade of experimentation, Kurt Mast settled on a complex recipe featuring 56 herbs and spices, giving birth to Jägermeister, a name that translates to "Hunt Master."
An Herbal Iconography
The drink’s label features the image of Saint Hubertus’s stag—a nod to a folkloric tale where a hunter converted to Christianity through a divine encounter with a stag. This symbol has uniquely branded Jägermeister, intertwining its identity with both hunting and the protection of nature.