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In this “Next Round,” VinePair CEO Adam Teeter speaks with Chris Peddy, chief marketing officer (a.k.a., chief marketing “meister”) of Jägermeister U.S.

During the discussion, Peddy expertly articulates why Jägermeister is more than just a college party shot. Because it contains 56 botanicals, Peddy says that the spirit is perfect in a vast range of cocktails creations. He also explains that Jägermeister is an ideal pairing for various craft beers, as the 56 botanicals bring out different notes and complexities in beer.

Through programs such as Save the Night, the company has raised funds for musicians, artists, bartenders, and mixologists alike. Peddy describes the use of Instagram Live and other sponsored live streams to similarly promote artists and community experience during this time.

Moving forward, Peddy says, Jägermeister will continue to emphasize support for the creative community. Rather than rushing into temporary solutions, the company will be intentionally exploring ways to help others in the industry during reopenings.

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Below, find some Jägermeister cocktail recipes discussed in this episode:

Jäger Rye
1 part Jägermeister
1 part rye

Glass: Frozen, 11 to 12 ounces
Ice: 2-inch by 2-inch cubes
Garnish: Orange oil and peel

Jägermeister Daiquiri
1 part Jägermeister
1 part aged rum
.5 part rich Demerara syrup
.75 part lime juice

Glass: 5 to 7 ounces frozen coupe
Ice: Shaken
Garnish: Lime wedge
Method: Shake and strain

Berlin Mule
2 ounces Jägermeister
3 to 4 ounces ginger beer
2 freshly squeezed limes

Method: Cut lime wedges and squeeze them into the glass and discard. Add ice cubes, Jägermeister, and ginger beer in that order. Stir everything and garnish with a lime wedge.

Cold Brew Martini
1 ounce Jägermeister Cold Brew Coffee
1 ounce bourbon
.5 ounce simple syrup
.25 ounce espresso
1 ounce heavy cream, to float

Method: Combine Jägermeister Cold Brew Coffee, bourbon, simple syrup, and espresso into a shaker and fill with ice. Shake for 5 seconds and double strain into a coupe glass. Top with cream, and garnish with shaved cinnamon and espresso beans.

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