The idyllic town with its winding streets, half-timbered houses and 52,000 inhabitants is located near Braunschweig – no skyscrapers, no jet set.
At the end of the 19th century, Wolfenbüttel, the birthplace of company founder Wilhelm Mast, was a cosy town dominated by agriculture and mining in the nearby Harz region. Vinegar was needed to cool the chipped stones for the mining industry. Wilhelm Mast supplied it. He started producing vinegar in Wolfenbüttel in 1878 and was also a dealer of fine wines. His son Curt, who would later go on to invent Jägermeister, also grew up in Wolfenbüttel. The Mast family and the Jägermeister brand have been inextricably linked with the town’s history ever since. Although internationally successful, Mast-Jägermeister SE is thus still based in rural Wolfenbüttel.