Jägermeister. A spirit synonymous with rock ‘n’ roll, college kids, shot machines and the notorious Jäger Bomb. But there’s much more to this complex, century-old herbal liqueur than you may realize. Jäger is having somewhat of a “second evolution” and has been popping up on both cocktail and food menus across the country.

“We’re seeing more placements on cordial listings in higher tier restaurants, as well as cocktails coming out from top bartenders nationally,” shares Todd Richman, Corporate Mixologist for Sidney Frank, the US importer of Jägermeister (and the 2013 Tales of the Cocktail Best American Brand Ambassador winner). “Jägermeister is distilled with 56 different herbs, roots, flowers and fruits. And when you mix it with something else containing one of those ingredients, it completely changes the flavor profile.”

Whether used as a base or a modifying spirit, Jäger has become a go-to among many of the country’s top bartenders. Sean Hoard of Portland, Oregon’s Teardrop Lounge cites that “the incredibly balanced flavor profile” makes Jägermeister “a particularly fun product to work with.” While Sean Kenyon, owner of Williams and Graham in Denver, Colorado, says “Jägermeister is a truly versatile liqueur; excellent on its own, but it’s true beauty is in cocktail applications. As a complementary ingredient, it adds complexity, aromatics and subtle sweetness to cocktails.”


More and more frequently, prominent chefs have been dabbling with Jäger’s flavor complexity and versatility in cooking. Celebrity chef Chris Santos recently created an entire five-course menu of Jäger-infused grilled BBQ fare at his NYC hotspot Beauty & Essex, and debuted an exclusive dinner featuring six spirited courses paired with specialty cocktails during last week’s Tales of The Cocktail festival in New Orleans. Santos also showcased several Jäger-fueled dishes—including Jägermeister-Kissed Chicken Skewers, the Ultimate Charred Jägermeister Burger, and Black Cherry & Jägermeister Baby Back Ribs—on the menu at his other popular restaurant, The Stanton Social.

So don’t be surprised if you come across Jäger on the menu during your next night out. Dare to give it another try?

Images courtesy of Jägermeister