Mast-Jaegermeister (Germany)

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Selected Jaegermeister advertising

Family-owned Mast-Jaegermeister is Germany's biggest premium spirits company, with a global profile built on the back of just one product, the herbal aperitif Jaegermeister. Over the 40 or so years prior to his retirement in 1997, former CEO Gunter Mast transformed an obscure hunters' pick-me-up concocted by his uncle in the 1930s into the world's most popular bitter liqueur, now one of the top ten premium spirits by volume. Among his other achievements, Gunter Mast is also widely credited with inventing the concept of football shirt sponsorship in a deal he struck in 1973 with German club Eintracht Braunschweig to carry the Jaegermeister logo on their jerseys. The sponsorship continues to this day, still fixed at the rate agreed Mast agreed more than 40 years ago. Sales of Jaegermeister peaked at 7.2m cases in 2013. They slipped back for a couple of years before rising back to 7.1m cases for 2016. Impact estimated retail value of $980m in 2015. The drink is now distributed in almost 120 countries around the globe, with an especially strong following in the US where it had been managed by local importer Sidney Frank since the 1970s. In 2015, Jaegermeister acquired Sidney Frank to take full control of distribution in its biggest market. Other key territories are Germany, the UK and Spain. The company is owned by Florian Rehm, great-grandson of founder Curt Mast, and other members of the Findel-Mast family. Michael Volke succeeded Paolo Dell'Antonio as CEO in 2016. Adbrands does not currently profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Who are the competitors of Jaegermeister? See also Alcoholic Beverages Sector index

Capsule checked 5th May 2016

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