What happens in the back of your throat when I say the word “Jägermeister?”

Don’t close the page. This is a cocktail column, and what will conclude this brief story is, yes, a cocktail recipe with a small amount of Jägermeister in it, but I’m here to tell you that it doesn’t taste like you think it does. At least, it doesn’t have to.

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It could just be my particular vintage or peer set, but I suspect many if not most of you have at least one aggressively unpleasant memory associated with the dark green brick of a bottle from Wolfenbüttel, Germany—so much so, that when we use it as an ingredient in drinks, we’ll sometimes just say “German herbal liqueur” on the menu as opposed to its actual name, just to get people to order it. Across the liquor world, I can’t think of a single brand that has flown higher and sank lower, or been the primary subject of so many bitterly hungover renunciations. I admit I was one of those people, so much so that for a period of years I couldn’t bear to even see Jägermeister poured, jet black and syrupy, into a shot glass. I’m here to say I had it wrong.

Those of us who overdosed on it in our youth tend to believe that Jägermeister emerged spontaneously, Athena-like, from the forehead of some frat guy in 1982, but it’s not so. Jägermeister has been around since 1934. It was invented by a young man named Curt Mast, a tinkerer and avid hunter (Jägermeister means “hunter master”) who concocted an herbal liqueur made from of 56 botanicals sourced across the world, sorted into four different macerates, blended and aged for nearly a year in enormous wooden barrels. All of which is to say, we’re not talking about Skittles-flavored vodka here. Most of how it’s made is perfectly in step with the darlings of the cocktail world—Chartreuse, Bénédictine, Fernet Branca—except only Jägermeister is singled out for ignominy. Why?

While the considerable content of sugar plays its role, a significant part of the story is tied to Sydney Frank, a master in liquor importation and marketing. Frank isn’t just known for developing the concept of a French vodka and eventually selling Grey Goose to Bacardi for billions; initially, he made his mark with Jägermeister, having acquired its American distribution rights in the 1970s. His challenge was to popularize a brand that was struggling to find its rhythm outside of German expat circles. Frank’s innovative solution was to introduce Jägermeister as a frozen shot. His tactic was simple: persuade people to give it a try. He realized that attractiveness could aid sales, leading him to employ charming women, dubbed “Jägerettes,” to promote the herbal liquor in bars. His strategy succeeded, transforming Jägermeister into a popular choice for ice-cold shots. Originally intended as a digestivo or a digestif, Jägermeister morphed into a party staple, often consumed swiftly, dropped into beers, or combined in various notorious cocktails like the Red Headed Slut and Surfer on Acid, ascending to global brand status.

Today, Jägermeister might seem a casualty of its triumph, often linked with college festivities and less refined bar settings. Yet, setting aside these associations reveals it as a versatile herbal liqueur, excellent for mixing. It complements fruits such as apples and pears splendidly, blends well with darker essences like Fernet, coffee, or chocolate, and shines in concoctions with tropical fruits. A prime example is the Seven Days in Berlin cocktail—a blend of Jägermeister with coconut and pineapple rums, lime juice, and a touch of sugar—turning the familiar licorice flavor into a sublime ingredient that enhances without overpowering. This cocktail represents a sophisticated fusion of tiki and German herbal liqueur influences.

While it may still be too soon to discuss your newfound appreciation for Jägermeister with your in-laws, it’s an opportune moment to explore the rich possibilities offered by German herbal liqueurs.

1 oz. coconut Rum

0.75 oz. Lime Juice

0.5 oz. Jägermeister

0.5 oz. demerara syrup

Add all ingredients to a cocktail shaker and shake vigorously with ice for eight to 10 seconds. Pour the strained mixture into a coupe or cocktail glass. You can garnish it with a slice of pineapple, some pineapple leaves, a lime wheel, a few drops of angostura bitters on the foam, or any garnish of your choosing.

GUIDE TO INGREDIENTS

Pineapple Rum: There are primarily two varieties of pineapple rum: commercially distilled and homemade infused (where you infuse chunks of pineapple into rum). For our purposes, the homemade infused version is preferred as it offers both a robust flavor and a touch of natural acidity. Here’s how to make it:

Create Pineapple Rum by taking one pineapple and cutting it into approximately 1-inch cubes. Place these cubes into a non-reactive container, then pour white rum over the top. Allow this mixture to sit at room temperature for 24 hours before removing the pineapple pieces.

Replace Pineapple Rum with Pineapple Juice and White Rum – Instead of 1 oz. Pineapple rum, substitute with 1 oz. white rum such as Plantation 3-star or Flor de Cana and add 0.5 oz. pineapple juice.

Coconut Rum: While Malibu is a well-known option and suitable in a hurry, it’s quite sweet which might require reducing the amount of demerara syrup used. A preferable choice is Koloa Coconut from Hawaii. It’s 40 percent alcohol and slightly sweet, offering a genuine coconut taste rather than an artificial one. For enthusiasts of tropical beverages, it’s recommended to try and source this rum.

Demerara Syrup: This syrup, a bit less refined than the clear simple syrup made from bleached sugar, adds depth to the cocktail. It complements both the light tropical flavors and the dark, rich notes of Jägermeister. While not essential, as simple syrup can be used, the unique qualities of demerara make it preferable. Combine equal parts of sugar and hot water, stirring until dissolved. If using demerara sugar, which includes large crystals, it may be beneficial to dissolve the sugar on the stove to utilize the heat for better solubility.

Jägermeister: This cocktail is designed to highlight the unique characteristics of Jägermeister. Though it hasn’t been tested with other liquors, various herbal liqueurs might also be suitable. For instance, using Campari could bring it close to a Jungle Bird cocktail, and options like Amaro Montenegro or Meletti may also be appropriate, though experimentation is encouraged.

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