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 as a result of a deal he struck in 1973 with German club Eintracht Braunschweig to carry the Jaegermeister deer logo on their jerseys. Sales of Jaegermeister peaked at 7.2m cases in 2013. They slipped back for a couple of years before rising back to 7.2m cases for 2017. Impact estimated retail value of $1.2bn. The main brand is supported by super-premium edition Jaegermeister Manifest. The drink is now distributed in 135 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 - now Mast-Jaegermeister USA - 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 chairman of the supervisory board, along with other members of the Findel-Mast family. Michael Volke succeeded Paolo Dell'Antonio as CEO in 2016. The group made its first investment in another brand in 2018 with purchase of a minority stake in German craft spirit Gin Sul. 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 17th August 2018

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