A camera in a drinks shop
There is a film camera in the Jägermeister merch shop. Made with YASHICA, it is an unexpected companion to a herbal liqueur. A glass or a bottle opener would need little explanation. A camera asks you to imagine an evening with friends, passing it around and waiting to discover what everyone photographed.
The orange MF-1 takes 35 mm film and has a built-in flash. Its wrist strap and replaceable film make the idea tangible: this is something to take along, use and bring out again. The collaboration gives a familiar brand a role in making a record of an evening.
That is the interesting thread through the collection. Each object proposes a different activity. Some belong in a wardrobe; others on a desk, at a concert or in someone's home. Looking closely at the objects reveals more than another general claim about brand loyalty.
The people behind Jägermeister clothing
In September 2019, Christopher Blumenthal of Dead Stock described his involvement in #FIRSTDROP. Agency LA Red had brought him into a project that, he said, took more than a year, drawing on his knowledge of streetwear and textiles. The collection included a hoodie, tracksuit, T-shirts, socks and a waist bag.
The campaign brought together people with different relationships to clothes. Highsnobiety's coverage names stylist Masha Medusa, dancer Aaron Night and streetwear enthusiast The Gramps among the cast photographed by Pascal Kerouche. That coverage was labelled Sponsored Story; it records the campaign's participants, rather than providing independent evidence of its success.
Working with people who understand the category matters. A hoodie has to make sense beside the other clothes someone owns: in its fit, fabric, construction and the references it carries. Recognition of the name on the front is only the beginning.
Inside the Jägermeister merchandise shop
The global shop brings clothing, limited collaborations and bar equipment together. Its more unexpected objects deserve a closer look. A burner, a pair of earplugs and a speaker each suggest a different relationship with the person using them.
KUUMBA: an object for a room
The KUUMBA Metal Can Incense Burner is a cylindrical metal container with embossed detailing, made in Japan. Its upright form and handle make it a distinctive household object before anyone lights incense inside it.
The collaboration gives Jägermeister a place in a room through a small repeated ritual. The useful design question is where the object will live, how it will be handled and whether it remains appealing between uses. Those considerations go well beyond finding a surface for a logo.
Earplugs: something to carry to a concert
The earplugs connect to the brand's musical setting through a concrete need. The aluminium case, with its clip and compact shape, is part of the idea: an item intended for a club or festival needs to be easy to bring along and keep track of.
For a merchandise brief, this is a useful shift in perspective. Think about what someone packs before leaving home and what they reach for during the event. A small object can be relevant because it fits that sequence of actions.
SOUNDBOKS: a different scale of collaboration
The Jägermeister × SOUNDBOKS 4 takes the same musical setting to a much larger object. A portable speaker involves a different level of product expertise, cost and commitment than something that fits in a pocket. The partnership with an audio manufacturer is central to that proposition.
The shop listed this edition as sold out when checked on 19 October 2026. It remains a useful editorial example, but that label alone tells us nothing about sales volume or profitability. The assortment also includes Lightboks, a portable light that responds to music; its presence in the shop does not establish a custom Jägermeister design.
The details that reward attention
KRINK: putting a brand colour to work
The KRINK collaboration comes in Herbal Green and Culture Orange. A paint marker makes a particularly interesting use of a brand palette: the colour becomes material that someone can draw with. The owner contributes their own marks, rather than simply wearing or displaying an existing design.
Pantone: making the colour the subject
The Pantone hip flask uses the familiar structure of a colour label as part of the object. Its product page identifies Culture Orange as Pantone 7578 C. Here, the colour system itself becomes a design reference that people can recognise.
A number, a place and a collector's scarf
Jägermeister's visual vocabulary also includes the number 56. It refers to the 56 botanical ingredients in the recipe: herbs, blossoms, roots and fruits. That gives the number a meaning beyond a graphic motif. In #FIRSTDROP, the recipe and the name Wolfenbüttel became material for garment details, alongside elements drawn from the label.
The scarf in collector KLE's archive takes that approach further. It carries neither the Jägermeister name nor the stag. Instead, its coordinates point to the factory in Wolfenbüttel. For someone who knows the reference, a location becomes a way of recognising the brand; for someone who does not, it invites a question.
One collector's archive cannot describe an entire community. It does show how an apparently small design decision can give someone a reason to keep, document and talk about a piece years later.
Why a familiar brand keeps making new things
In August 2026, Jägermeister introduced The Curt, developed with Flowers for Society. The name honours Curt Mast, who created the liqueur's recipe. The company described the sneaker as a recurring model for its online shop.
The collaboration connects company history with footwear expertise. A recognisable name may attract attention, but the shoe still needs to earn its place through the experience of wearing it. The same is true of the other categories: a collaboration is most convincing when the partner contributes knowledge the product actually needs.
These examples show the range of Jägermeister's merchandise activity. They do not establish its profitability or its effect on alcohol sales. What can be examined directly is the choice of objects, the partners involved and the uses proposed for them.
What other brands can take from this
Start with the life of the audience. Earplugs belong on the packing list for a concert. An incense burner has a place at home. A marker gives someone something to make. Each is a more useful starting point for a brief than a list of products that happen to accept a printed logo.
Then look closely at use. Will the object fit in a pocket? Can it be cleaned or refilled? Will its material and finish suit the place where it is kept? These decisions connect the initial idea to production, and help a collection feel considered item by item.
Packaging belongs in the same conversation. The metal case for Sensory Voyage 3.0 presents separate objects as a set. For another project, the right choice might be a reusable pouch or very little packaging at all. It depends on how the collection is handed over, carried and stored.
CTRL M is a Creative Production Büro. We develop and produce custom objects, gifts and collections for brands. Our starting point is the audience, the occasion and what the object needs to do; the choice of product, materials and production follows from there.
Tell us about your audience and the occasion.
Independent editorial
Excessive alcohol consumption is harmful to your health.
CTRL M did not create the Jägermeister products discussed here and is not affiliated with Jägermeister. This is an independent editorial about merchandise and brand culture. Historical campaigns are identified by year; shop information was checked on 19 October 2026.
Sources and further reading
- Jägermeister: Global merchandise shop, YASHICA camera, KUUMBA burner, earplugs, SOUNDBOKS 4 and Lightboks. Official product information, checked 19 October 2026.
- Jägermeister: KRINK markers, Pantone hip flask and 56 ingredients.
- YASHICA: Collaboration projects, including the Jägermeister MF-1.
- Dead Stock: Jägermeister streetwear collection #FIRSTDROP, 16 September 2019. Account by a project participant, including the brand's press release.
- Lucy Thorpe, Highsnobiety: Jägermeister Is Dropping Its First-Ever Clothing Collection, 13 September 2019. Sponsored Story; campaign photography credited to Pascal Kerouche / Jägermeister.
- KLE, Hochsitz-Cola: Jägermeister Schal #6 Koordinaten, 25 June 2024. Personal collection archive.
- Mast-Jägermeister SE: The Curt announcement, 6 August 2026; press photographs via Presseportal.
- Mast-Jägermeister SE / Presseportal: Sensory Voyage 3.0, 27 November 2025; editorial-use terms.