Quite a shot

Jagermeister's popularity in India is a combination of its unique flavour and its versatility

There was a time when vodka or tequila shots ruled the roost at football screenings or a Friday night with friends. But today, this has been replaced by the Jager Bomb, a shot within a shot that can be quite complicated for the uninitiated. It involves placing a shot-glass filled with liqueur inside a large whiskey glass with Red Bull, an energy drink. The trick is to gulp down the drinks together, which can be quite a challenge, especially if you're racing against each other.

At the heart of this is the Jagermeister, a herbal liqueur with a sweetish flavour. "It is not just a herbal liqueur, it is the herbal liqueur" says 53 year-old Denis Robert Schrey, a member of the executive board of Mast-Jagermeister, the company behind the iconic alcoholic beverage.

Jagermeister, headquartered in the town of Wolfenbuttel in Lower Saxony, Germany is now the world's eighth largest premium spirit available in 117 global markets. Its versatility makes it a favourite ingredient for cocktails and long drinks.

"Perhaps the ideal occasion and way to have Jagermeister is as a round of shots at a pub or a club with music playing," says Schrey. It is also something that symbolises friendship, says Schrey. "The signature way of taking Jagermeister is as an ice cold shot at minus 18 degrees Celsius by a group of friends, which eventually becomes a way of ritualising their friendship," he says.

Schrey's personal favourite is the Jagermeister "old-fashioned", which is prepared using 3 cms of Bourbon, 2 cms of Jagermeister and 1 cm of Cointreau.

Jager Tonic is another beverage that has become quite popular, according to Schrey. This can be used with mixers such as orange juice, soda and Coca-Cola.

While Jagermeister works better as a pub drink, it is also digestif and makes for a good appetiser before an elaborate meal.