Celebrating Shared Stories: Mast-Jägermeister

Jägermeister’s roots lie in Wolfenbüttel, a place that continues to shape the company’s history to this day. It was here that Curt Mast created his now legendary herbal liqueur in the 1930s, laying the foundations for a brand that would one day be recognized across the globe. The international chapter opened in the 1960s, when Jägermeister began exporting beyond German borders – and with it, the demand for reliable international travel grew as well.

For Florian Carl Eisenblätter, Director Corporate History & Community Experiences at Mast-Jägermeister, one route captures that history better than any other: the transatlantic connection to New York. “One route that has remained of fundamental importance from the mid-1970s to the present day is the long-haul flight to New York,” he says. It is a route that mirrors Jägermeister’s own trajectory – from a German original to an American phenomenon, and ultimately, a truly global icon.

Today, Jägermeister is exported to over 150 countries. Eisenblätter is clear about the role that dependable air travel played in making that possible: “The reliability of traveling with Lufthansa was a key factor in achieving this.” Not just in reaching destinations, but in building the kind of lasting relationships that turn local brands into international ones.

There is something fitting about two German originals finding common ground at 35,000 feet. For Eisenblätter, the partnership between Jägermeister and the Lufthansa Group is grounded in something deeper than operational convenience. When asked to describe it in three words, his answer is immediate: trust, reliability, and open communication. “This provides reassurance in our day-to-day international business and the travel that goes with it,” he says.

That sense of reassurance is not accidental. It stems, Eisenblätter argues, from an alignment of values – one that becomes visible precisely because both organizations operate at the intersection of the “Made in Germany” brand and global ambition.

Mr. Eisenblätter, Jägermeister celebrated 90 years in 2025, Lufthansa now celebrates 100 years – both made in Germany, both grown into global icons. What were the defining moments in Jägermeister’s journey, and where do you see the strongest parallel to Lufthansa Group?

Jägermeister’s history is marked by clear milestones. Initially, the focus was on developing a high-quality product and building a strong brand. This goal was achieved over 90 years ago when Curt Mast invented Jägermeister. The next step was to raise the brand’s profile through innovative marketing and advertising campaigns. Jägermeister has been associated with extraordinary campaigns since at least the 1960s and 1970s – think of the first jersey sponsoring in the history of the German Bundesliga with Eintracht Braunschweig, the “I’m drinking Jägermeister because…” advertising campaign, or the Jägermeister Racing Team. The next task was to sell the brand internationally. Jägermeister and the Lufthansa Group have consistently developed their brands with a clear international focus.

As someone who builds community experiences on a global scale: what role does travel play in how Jägermeister nurtures its international relationships, and what does a great journey mean to you personally?

Every drop of Jägermeister originates from the small town of Wolfenbüttel in Lower Saxony, Germany. Today, the brand is enjoyed in over 150 countries worldwide. To achieve this, we need to get to know our fans and partners, and the best way to do so is through face-to-face meetings and travel. So what do great journeys mean to me personally? Exactly this: finding inspiration, getting to know people, and understanding them.