Welcome to The Moodie Davitt Report (interim) Wolfenbüttel Bureau. Now that’s something I haven’t written in my near two decades of writing this Blog.
Wolfenbüttel (estimated population around 54,000 including surrounding areas) is a lovely town in Lower Saxony, Germany. It’s renowned for housing the magnificent and historic Herzog August Library (which includes a treasure chest of Middle Ages and early modern Europe works). The town, relatively unscarred by various wars through the centuries, also boasts the largest concentration of timber-framed buildings in Germany.
Local tourism authorities describe Wolfenbüttel as the place where “culture meets cuisine and Lessing meets liqueur”. Certainly it is a renowned as a centre of culinary excellence and inspiration, and the combination of the Herzog August Library and the proud history of the town and region underlines the cultural credentials. Lessing? That’s a reference to German librarian, writer, philosopher, dramatist, publicist and art critic Gotthold Ephraim Lessing. Lessinghaus, built in 1733, is where he lived in the town. It is owned by the Herzog August Library.
Liqueur? Oh yes, indeed. A world-famous one at that. Wolfenbüttel is the home of Jägermeister, the herb liquor that ranks as one of the best-known alcoholic drinks brands on the planet.
I’m here to discover more about its fascinating past and, just as importantly, its ambitious future – including in travel retail, a channel in which the company, Mast-Jägermeister, has vowed to double sales in under a decade. You can feel the spirit of the brand in every sense here at the wonderful Jägermeister Guest House where I am staying, designed top-to-toe in keeping with the local focus on wood and of course the Jägermeister brand. I can’t wait to find out more.