SOURCE: Jagermeister


June 03, 2013 13:05 ET

Jagermeister and Chef Chris Santos Partner to Bring the Unexpected to Summer BBQ

Iconic Shot Brand Expands Its Presence From Bar to Table With a Season of Tastings, Recipes and Grill Challenges

NEW ROCHELLE, NY--(Marketwired - June 03, 2013) -  Jägermeister, the seventh largest selling premium spirit in the world, has a storied history behind the bar, but summer 2013 marks the renowned drink's foray into the culinary world. The German liqueur will showcase its bold flavor through a partnership with celebrity chef and TV judge Chris Santos with tasting events, Jägermeister-infused summer BBQ recipes and a competition to honor barbecue enthusiasts across the nation.

"We're thrilled to partner with Chris Santos, who not only embodies the edge and spirit of Jägermeister, but with whom we share the same core values," says Amanda Blanco, Vice President of Marketing for Jägermeister at Sidney Frank Importing Company, Inc. "We both believe in a deep commitment to quality and craft, that food and drinks are best shared with others and that those who are serious about their food should also be serious about their drinks."

Chris Santos, Restaurateur and Executive Chef in New York City, is key to the initiative. "While I have long enjoyed Jägermeister as an ice cold shot, I was excited to find that the brand also displayed such complexity in food preparation," says Chris Santos. "Jägermeister is a particularly good addition to barbecue because it delivers multiple layers of flavor and is also assertive enough to hold its own with a wide range of grilled meats."

Avid grill masters will be given an opportunity to explore Jägermeister flavors with the "Charred, Earn your Place at the Pit" BBQ Competition, a search for the best grill recipes incorporating Jägermeister. The challenge, which kicks off today, will be divided into three categories: Cow, Bird and Hog, from which Santos will select one winner per category. He will then join a panel of judges including barbecue expert Chef Daniel Delaney, a representative for Jägermeister, and a musical artist, in selecting the top recipe. Category winners will receive an expertly butchered whole hog, half cow or a flock of fowls and the grand prize winner will be awarded a BBQ-scorched trip for two to New York City to sample grilled offerings from the nation's top barbecue eateries and chefs.

Jägermeister will also be hosting "Eat and Greets" at the 2013 Rockstar Mayhem Festival throughout the summer, where Santos will provide artists and music fans with a chance to sample his Jägermeister-infused recipes.

Jägermeister was originally developed for and dedicated to hunters to celebrate their bonds. The full-bodied flavor of Jägermeister, which includes cinnamon, star anise, ginger and cardamom, is a result of a lengthy maceration to extract aromatic compounds from a closely guarded recipe of 56 herbs, roots, blossoms and fruits, plus aging in oak casks for one year. The production process is exacting and includes sourcing the ingredients in their raw, unprocessed form, along with 383 quality checks to ensure its iconic taste profile.

For more information about Jägermeister, to enter the barbecue contest, or to see Santos' infused recipes, please visit Jägermeister's Facebook page,, between June 3-August 25, 2013.

ABOUT JÄGERMEISTER: Jägermeister, which translates to "master hunter," is the #1 selling imported liqueur in the United States and one of the top shot brands in the world. The liqueur is based on a secret recipe, combining 56 different natural ingredients, including select herbs, blossoms, roots and fruits. Jägermeister, with the distinctive square bottle, was developed in 1934 in Germany and the brand quickly gained global fame through its innovative marketing, unique taste profile and its association with good times. The brand recently unveiled its first-ever television and 360° advertising campaign in the United States. The bold and compelling "Stronger Bond" campaign features a pantheon of legends that speak to the 21-29 year old male demographic including All-Pro Wide Receiver -- Keyshawn Johnson, Champion Boxing Trainer -- Freddie Roach, Rock Icon -- Kerry King, World Champion Bullfighter -- Rob Smets, NASCAR Pit Crew Champion -- Mike Lingerfelt, Famed Street and Tattoo Artist -- Mister Cartoon and Big Wave Surfer -- Nathan Fletcher. Jägermeister Liqueur is 35% Alc. /Vol. and imported exclusively by Sidney Frank Importing Company, Inc., New Rochelle, NY. Visit or for additional information. DRINK RESPONSIBLY.

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