Original design returns to shelves as tribute to brand legacy

In celebration of its 90th anniversary, Jägermeister is introducing a Limited Retro Edition of its iconic bottle. The Retro Edition honours Jägermeister's evolution from a herbal liqueur, once created for hunters, to a globally recognized symbol of timeless taste, quality, and cultural relevance.

The Limited Retro Edition revives key elements of the brand's early packaging. Inspired by the first Jägermeister bottle designed by Curt Mast, it features white glass, a square shape, the historic label design, a matching retro-style cap and an authentic glass embossing on the back of the bottle as an additional special detail. It will be available in more than 30 markets worldwide in shops and online starting in September 2025.

Curt Mast, the Jägermeister inventor, not only created the secret recipe with 56 botanicals, but also designed the iconic square-shouldered bottle. The legend: He tested its durability by dropping it on his own oak floor – a practical origin for what would become a visual icon.

"The original bottle design reflects a combination of utility and practicality," says Fabian Fischer, Senior Global Innovation Manager. "It was designed for function – and became one of the most recognizable bottles visible on bar shelves in over 150 countries all over the world, a timeless icon."

By bringing this historic design back to retail, Jägermeister is connecting the brand's origins to the present. The Jägermeister bottle and label were designed to such a high standard from the outset that they have hardly needed to be changed over the years – one of the reasons it stands out so clearly in shops, bars and clubs around the world. The Retro Edition is not a reinterpretation, but a reconstruction with attention to detail based on archival materials.

"For 90 years, Jägermeister has been part of countless shared experiences and “cheers” moments," says Florian Carl Eisenblätter, Senior Manager Corporate History. "What's interesting is not only what has changed, but also what has stayed the same – a sense of community, a distinctive attitude and a deep understanding of its audience – whatever the decade. This instinct will continue to guide the brand."

While the Retro Edition harkens back to earlier decades, the brand continues to focus on the future. Its unchanged herbal recipe and awareness of cultural developments are central to its longevity and have made Jägermeister a true original.

The Jägermeister 90th anniversary limited retro edition bottle is now available at selected outlets in Malta and Gozo and online at www.farsonsdirect.com.