A magnificent white stag with a glowing cross between its antlers, is the trademark of Jägermeister. But what is it all about?
For centuries people have been telling the legend of the hunter Hubertus, who was born in Toulouse around the year 657. Hubertus lived in today’s France and had a great passion: hunting. Unfortunately, he only had little sense of responsibility and used to go deerstalking, unscrupulous and greedy for prey.
Until on one holiday, when an enormous white stag came out of the dark underbrush of the forest and approached him. A glowing cross was enthroned between its antlers. Hubertus was awe-inspired, recognising it as a sign from God, and vowed to better himself: From this moment on, he stopped hunting and joined the church as a missionary. According to the legend, he was appointed Bishop of Tongern in 705. Around 717, he moved his official residence to Liege in Belgium. Here, he commissioned the building of a cathedral and was known for his benevolence. Soon, the residents of Liege appointed him the city’s patron. On 30 May 727, Bishop Hubertus of Liege died; to this day he is still considered the patron saint of hunters.
The legend outlived him by many centuries and with it the famous Hubertus stag. Since 1935, it graces the front label of the distinctive, green Jägermeister bottle. And just like the lettering, the stag is protected by trademark law.