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Jägermeister unveils new global identity

Jägermeister has unveiled a new global positioning, identity and campaign, marking its first major rebrand. A creative platform, 'Be the Meister', is currently being launched in the US, with the repositioning drawing on the characteristics of Jägermeister's heritage.

The company says that the notion of perfection, started by its original master, Curt Mast, is at the forefront of the new campaign, representing its boldness and highlighting the spirit the way it was intended, chilled and drank at -18 degrees Celsius.

Chris Peddy, CMO Mast-Jägermeister US, says: "The re-launch celebrates the storied past and bright future of Jägermeister. Across every touch point, consumers will experience our irreverent spirit and commitment to crafted German perfection. The new identity marks an exciting time for the brand. It’s not the most expected direction, but then again, Jägermeister has never ran with the herd. Expected isn’t a Jägermeister’s thing."

Created in partnership with its lead advertising agency, Opperman Weiss, Jägermeister’s new positioning and campaign starts with a national television commercial (TVC) that draws from the revelers of the underground bars and clubs of modern Berlin. With a bold and dark new look, the TVC is part of a multi-faceted communication campaign to both introduce the "Meister" concept as well as the key product benefit of the “Perfect Serve”. The spot takes viewers into a German nightclub where the crowd is led in a toast by the 'Meister of Cold', played by supermodel, Nadja Auermann. 

Jeff Weiss, co-founder and chief creative office at Opperman Weiss, says: "It takes a courageous client to tap into their heritage and provenance in such an irreverent way, but Jägermeister is just the brand to do it – it’s in their DNA to be on the edge. This Bauhaus–inspired glimpse into the Berlin underground is an own-able, modern way for the brand to maintain its category leadership while solidifying its position as a truly refined spirit. This is no doubt a pivotal time for Jägermeister."

Following its television debut, Jägermeister’s positioning will continue to roll out across the US in print, out-of-home and digital, as well as through in-store and on premise bar activations. To view the new television commercial, visit

5 May 2017 - Sam Coyne The Drinks Report, news editor