If you order a "Jägermeister" in China you’ll just get a blank stare. After all, here Jägermeister is called "Ye Ge", which means something like "wild character".
That hasn’t always been the case however. Until 2006, Jägermeister was known as "Sheng Lu", which translates as "sacred stag". This name originated from the Chinese bartending scene and was undoubtedly inspired by the gleaming cross and the Hubertus stag on the Jägermeister label. The name did not however draw much attention from the 20 to 30-year-old party-going, cosmopolitan, city slickers. It was thus imperative that a fitting name be found to suit the brand’s lifestyle positioning and which sounded a little more like Jägermeister. After conducting some competition research, market research and focus groups with consumers, bartenders and journalists, the name "Ye Ge" was born, whose meaning "wild character" suits the Jägermeister image and has made the herbal liqueur hip and trendy again in China. On that note: gānbēi!