Frat-boy Fave Jägermeister Is Taking a Shot at the Cocktail Crowd

The 83-year-old German liqueur has 56 secret ingredients

It’s not easy being Jägermeister, the 70-proof amaro (spicy liqueur) from Germany. Despite its long lineage and proud traditions, American drinkers just have no respect.

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This story first appeared in the February 13, 2017, issue of Adweek magazine. Click here to subscribe.