"We are very much about up-and-coming bands," Mr. Volke said. We
want to develop loyalty and credibility by becoming part of the
inner circle of a country's music scene, not just to jump in with
the big names. We also have tastings to make sure people understand
what Jagermeister is and why the bottle looks like it does."
The label shows a stag with a gleaming cross between its antlers
-- a tribute to St. Hubertus, patron saint of hunters. Jagermeister
(which means "hunt master") is made by blending 56 herbs and
spices. The liquor is aged in oak barrels for a year and undergoes
no fewer than 358 quality checks.
"Jagermeister has good stories to tell about its roots," Mr.
Volke said. "People are looking for substance and uniqueness in a
product. Jagermeister is self-confident and has an untamed edge,
which is relevant in these times."
Though the brand is growing, Mr. Volke concedes that the
recession has been tough. "The consumer trend has been toward
drinking at home, and we are very much an on-trade brand. But we
are working hard and keeping sight of our aim to be the most
coveted brand in the world."