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Jägermeister is a type of liqueur called Kräuterlikör (herbal liqueur). synonymous with 'party'.' The Mast-Jägermeister company ultimately purchased Sidney Frank Importing in 2015. New York magazine quoted a market research firm describing him as 'a promotional genius' for making 'a liqueur with an unpronounceable name.drunk by older, blue-collar Germans as an after-dinner digestive aid. From the 1980s he promoted the drink in the youth and student market, as a drink for parties – a quite different niche to its traditional conservative brand position in its native German market. Jägermeister came to greater international attention particularly through the work of Sidney Frank (1919–2006), who ran an American liquor importing company. Thus, when Jägermeister was introduced in 1935, its name was already familiar to Germans, who sometimes called the product ' Göring-Schnaps'. Hermann Göring was appointed Reichsjägermeister (Reich Hunting Master) when the new hunting law was introduced.

In 1934 the new Reichsjagdgesetz (Reich Hunting Law) re-defined the term, applying it to senior foresters, game wardens, and gamekeepers in the German civil service. The term Jägermeister had existed as a job title for many centuries. It is a title for a high-ranking official in charge of matters related to hunting and gamekeeping. The name Jägermeister in German literally means 'Master Hunter', 'Hunt Master' or 'master of the hunt'. In 1934, at the age of 37, after he took over his father's business, Curt devised the recipe for 'Jägermeister'. His son, Curt Mast (1897–1970), was passionate about the production of spirits and liqueurs, and always keen to help his father in the business even at an early age.

Wilhelm Mast was a vinegar manufacturer and wine-trader in the city of Wolfenbüttel, Germany.

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