How the bottle got its stag –
a label steeped in history

As the legend goes, young Hubertus was a rash and unbridled hunter. Even on days when the hunt was forbidden, he set out into the forest with his dog and rifle.

But one day, out of the depths of the forest came a giant white stag with a glowing cross between its antlers. Hubertus, a non-believer at the time, took the beast to be a divine sign. After this encounter, he vowed to change his ways and became a devout missionary in service to the church.

Over centuries, people recounted this legend until eventually, the humbled hunter became St. Hubertus, the patron saint of hunters. Since the birth of Jägermeister more than 80 years ago, the Hubertus stag adorned the Jägermeister label alongside iconic lettering.