There is something unsettling about the level gaze of the Jägermeister deer. While most animal icons demurely look askance, this beast stares you directly in the eye. It also appears to have Christ on its side, or at least on its mind.
Jägermeister is German for “expert hunter” and if you examine the edge of the label you’ll find a German poem by Otto von Riesenthal, which roughly translates into:
So what's with all the religious stuff? you're probably thinking. The deer's got a neon cross stuck in its antlers and the label's got some goofy rhyme kissing up to the Creator--what gives?
Well, back around the 7th Century, a pagan sportsman named Hubert was about to bag a magnificent stag when a glowing crucifix appeared between its antlers. And if that wasn’t disconcerting enough, Christ himself gave a shout out, proclaiming in a very loud voice: “Hubert, unless you turn to the Lord and lead a holy life, you shall quickly fall into the abyss of Hell!”
Hubert didn't need to be told twice. He was soon ordained and spent the rest of his life putting the arm on the local pagans and idolaters and erecting monasteries. Then, long after he died, he became St. Hubert, patron saint of hunters. And opticians, but that's another story.
So, in 1935, Curt Mast, an avid hunter and inheritor of a venerable German distillery, adapted the legend and imagery of St. Hubert to his spanking new concoction. A combination of 56 herbs, roots and spices, Jägermeister was meant to be something you’d more likely keep in your medicine rather than liquor cabinet. Early advertising swore it was a cure for incessant coughs, digestive problems and other common ailments. It became somewhat popular in Germany, but that was about it.
The Jäger blitz, launched in 1970, targeted nearly every country on the planet, and was met with immediate success. Eschewing traditional advertising methods, the liqueur was introduced with a clever grassroots strategy of throwing bar parties (manned by squads of “Jägerettes”) and sponsoring hard-drinking metal bands, including Metallica, Pantera and Slayer. Its rapid expansion was also facilitated by false rumors suggesting the liqueur contained deer blood and/or heroin extract.
Evolution: The Jäger deer hasn’t changed a hair since it appeared 70 years ago, and isn’t likely to, so long as it maintains its stranglehold on the liqueur shot niche.
Dark Secret: Jäger creator Curt Mast was allegedly a member of the Nazi party and fast friends with Hermann Goering, commander of the Luftwaffe.
Claim to Fame: The de rigueur shot of frat boys and bikers alike, Jägermeister succeeded in capturing the highly-prized middle ground between girly and manly shots.
The Barcardi Bat
Piss Off the Bat and He’ll Bomb You Barcardi Rum
If company legend is to be believed (and it rarely should), a bat found its way onto the Bacardi label in 1862 because the wife of the distillery’s founder noticed a colony of fruit bats hanging around the rafters of the converted warehouse that was their first distillery. The bat was considered a noble and lucky creature by the local Cubans, so it seemed a smart move to attach the symbol to the fledgling rum.
An alternative history, strenuously denied by Bacardi, is that the bat got the nod because every morning distillery workers had to fish the lucky, noble, and thoroughly intoxicated creatures out of the rum vats.
The rum found quick favor in Cuba and spread rapidly throughout the Americas. Prohibition gave it a boost, thanks to Cuba’s close proximity to the U.S. coast, and by the ‘50s the bat was flying high as the best-selling rum in the U.S.
Then came the communists. Despite the fact that the Bacardi family helped bankroll the Cuban Revolution, they were driven out of the country and their holdings nationalized when Fidel Castro seized power. The Bacardi clan never forgave this betrayal, and have used their considerable political and financial influence to make things difficult for Cuba ever since.
Why it worked:The aforementioned locals not only considered the bat good mojo, they were also largely illiterate. They couldn’t read the verbose Spanish praising the product on the early labels, but they could recognize the bat just fine. When the rum spread to more literate countries, the exotic mammal matched up well with what Westerners thought of rum: nocturnal danger with a hint of vampirism.
Evolution: The prototype bat was a fatter specimen, but aside from the usual streamlining, Bacardi has remained true to the original logo.
Dark Secret: Embittered Bacardi helmsman Jose Pepin Bosch bought a surplus B-26 bomber with the hopes of bombing his ex-pal Fidel’s oil refineries (the bold plan was foiled when a picture of the bomber appeared on the front page of New York Times). He was also allegedly involved in the CIA plot to assassinate Castro.
Claim to Fame: Bacardi was the first “civilized” rum. The founder, Spanish emigrant Don Facundo Bacardi Masso, tamed the raw New World spirit by experimenting with charcoal filtering and oak barrel aging.
—Frank Kelly Rich
So next time you're about you have a Jagger Bomb remember the Nazis, and think about those bats swimming in your rum!
Fire!
