His son, Curt Mast (1897–1970), was passionate about the production of spirits and liqueurs, and always keen to help his father in the business even at an early age.

In 1934, the new Reichsjagdgesetz (Reich hunting law) redefined the term, applying it to senior foresters, game wardens, and gamekeepers in the German civil service.

[10] Jägermeister came to greater international attention particularly through the work of Sidney Frank (1919–2006), who ran an American liquor importing company.

[11] New York magazine quoted a market research firm describing him as "a promotional genius" for making "a liqueur with an unpronounceable name...drunk by older, blue-collar Germans as an after-dinner digestive aid... synonymous with 'party'.

It is akin to other European liqueurs, such as Gammel Dansk from Denmark, Făt-Frumos balsam and Nucul de Aur from Moldova, Beerenburg from the Netherlands, Unicum from Hungary, Becherovka from the Czech Republic, Gorzka Żołądkowa from Poland, Demänovka from Slovakia, Pelinkovac from Croatia, Riga Black Balsam from Latvia, Gorki List from Serbia, Fernet-Branca from Italy, Licor Beirão from Portugal, and Chartreuse and Bénédictine from France.

In Germany itself, there are quite a few competitors, such as Killepitsch, Kuemmerling, Schierker Feuerstein, Schwartzhog, Wurzelpeter, and Underberg, some of which are as sweet as Jägermeister.

[20] Das ist des Jägers Ehrenschild, dass er beschützt und hegt sein Wild, weidmännisch jagt, wie sich's gehört, den Schöpfer im Geschöpfe ehrt.

A loose translation which preserves the rhyme and meter is: This is the hunter's badge of glory, That he protect and tend his quarry, Hunt with honour, as is due, And through the beast to God is true.

[35] An article in the January 31, 2008, edition of Autosport listed the livery as one of the twenty most iconic commercial colour schemes.

In the United States, Jägermeister became popular through promotion by Sidney Frank and through its association with heavy metal and rock music bands such as Murphy's Law, Halestorm, Metallica, Mötley Crüe, Pantera, Slayer, HIM, Crossfaith, Epica, The Bloodhound Gang, Psychostick, Big John Bates and Turbonegro.

[42] Mayhem Fest is a large Hard rock and Modern metal festival that tours the United States and Canada.

The Jägermeister Music Tour, which was owned by Sidney Frank Importing, was an event that was held each year in the spring and fall.

In 2020 Jägermeister USA launched a program titled "Meister Class", an initiative to provide emerging musicians with insight from and access to artists Mustard, Smino, and EarthGang.

[48] On December 18, 2020, it was announced that Jägermeister USA donated one million dollars to NIVA Emergency Relief Fund in support of venues struggling due to COVID-19 restrictions.