An illustration of a man wearing a white blazer and a shirt with the Jagermeister symbol on it holding a shot in his left hand. The "Jagermeister Liqueur" text is black and the "... so smooth" text is orange. The background is white.
Jägermeister is a German alcohol made with 56 herbs and spices. It is the flagship product of Mast-Jägermeister SE, headquartered in Wolfenbüttel, Germany. Sidney Frank, known for his creation of Grey Goose vodka, spotted German immigrants in New York drinking Jagermeister in the 70s, and purchased the U.S. import rights. Sales were poor until some students were quoted in a Baton Rouge Atlantic article suggesting the drink was an aphrodisiac. Frank jumped on the story, and assembled a team to hand out copies of the article and ran some memorable billboard ads that played on its strong flavor. Frank’s promotional tactics worked. A drink that was once used as a field anaesthetic by doctors in World War II, had become popular among partygoers and barhoppers alike.