Now. What is it? Originally, Jagermeister was used as a pick me up during hunting season in the Black Forest: hence the distinctive stag logo, and indeed the name. It’s a sort of thickish spirit, standard strength (i.e. around 40% ABV), distilled from a secret mixture of herbs that are supposed to have health and strength giving properties. That, as they say, is as may be – all the UK market seems to know is that it tastes great and, used in different ways, it has markedly different effects. For example – a person can buy Jagermeister in a “normal” fashion – served as a shot, in a shot glass – or as a component part of several cocktails. Each cocktail represents an increasing level of insanity, which makes them all extremely popular with the kids: the Jagermeister cocktail family, headed by the Jager bomb, has outstripped the old Vodka Red Bull standard by miles as the drink of choice for a Friday night.
One of the keys to Jagermeister’s success is as follows: it’s deliberately marketed itself as an ingredient as well as a shot in its own right. As a result, the spirit appeals equally to young and old: to the young, because you can buy Jagermeister in enough loopy formats to keep you dancing until dawn; and to the more sedate, because it makes a very nice aperitif. The ideal way to serve it is chilled – any good pub or bar will keep their Jager in the fridge, where the temperature allows the slight thickening of the liquid associated with the original drink. In taste: neat, it’s like a very pleasant cough mixture; and mixed – well, it’s a bit like an atom bomb. Or, as a very famous author once put it (though he admittedly wasn’t talking about Jagermeister at the time), “like having your brains smashed out by a slice of lemon wrapped around a large gold brick”.
To be honest, the best pace to buy Jagermeister is, was, and always will be the pub. It’s a social drink, designed either for after dinner liqueur action or straight up chugging. Either way, those are activities that just seem more fun in the proper environment. Look for it cheap, though, and you will find it – that, after all, is what the Internet is for, and a person who wants to buy Jagermeister bulk style will surely get what they want with a little searching.
