The logo seen on the label of Jägermeister displays a stag, between its antlers a glowing cross. The logo has often been misattributed as being a symbolic representation of the phrase, perhaps said by those who have partaken too much of the drink, “Oh Deer God.” The circle is “Oh,” the stag is “Deer,” and the cross represents “God.” However, this explanation of the meaning behind the logo is nothing more than folktale and hearsay. So, what does the logo really mean, and what does it have to do with Saint Hubert?
Saint Hubert was born about the year 656 in Toulouse, France. Around the year 682, the tyrannical rule of the mayor of Toulouse caused an emigration of nobles north to the town of Metz. There, he met his wife Floribanna, who tragically died while giving birth to their son. A despondent Hubert withdrew into the forest of Ardonnes and gave himself entirely to the hunt. On Good Friday morning, Hubert was in pursuit of a magnificent stag when suddenly the animal turned to face him. He was in awe of a Crucifix between its antlers, when he heard a voice say to him: “Hubert, unless thou turnest to the Lord, and leadest an holy life, thou shalt quickly go down into hell”. Hubert knelt down and replied, “Lord, what wouldst Thou have me do?” He received the answer, “Go and seek Lambert, and he will instruct you.” The vision changed the life of Saint Hubert, who devoted his life to the Faith and became the Bishop of Liège in 708, given the title Apostle of the Ardennes.
The true meaning of the Jägermeister logo takes after the story of Saint Hubert’s vision. The trademark story of the company is below, along with the logo:
“Only a legendary stag’s head would suffice, one with a beaming cross between its antlers. The stag that appeared to a wild hunter and converted him to Christianity. The same hunter who would later become the patron saint of all hunters: Saint Hubert. This stag remains today, as it always has been, the Jägermeister trademark. A symbol of the preservation of our quality and tradition.”