KNÜLLER-PREIS. BARGAIN PRICE. Bold red letters on pure white. I stared at the paper advertisement as I ran through the offers at our local discounter. It was the week after the European election. We had suspected that there would be a shift to the extreme right (and maybe even left?), but the shift hurt in ways I can’t really put into words.

Numerous gave their precious votes, because the campaign pledges of the extreme parties seemed such a bargain. KNÜLLER-PREIS. BARGAIN PRICE. They would secure their wishes. But I wouldn’t be so sure – they numbed voters by catchy messages, cheap promises and easy answers. In many ways the history of the German herbal liquor „Jägermeister“ and the campaign strategy of the extremist parties fit very well. Both intoxicate. Both have roots in right-winged hatred.

The label on the German herbal liquor „Jägermeister“ states 1878, but this date is the founding of the original vinegar factory. Curt Mast, son of the company’s founder, shifted the production away from vinegar to spirits and wines. In 1934 he invented the famous liquor. It was the year, in which Hermann Göring was nominated „Reichsjägermeister“ to be the highest „professional hunter“ in Germany – the term Jägermeister hadn’t been used for centuries. Just one year later, Curt Mast introduced his new herbal liquor and named it after Göring, whom he knew well. The design of the bottle was held in green with a deer head and cross. There are photographies of Hermann Göring as Reichsjägermeister with his prey showing huge deer antlers. Many therefore even called the herbal liquor „Göring-Schnaps“. (1)

It is this historic background that makes me nervous as extremism seems to creep into our society disguised as a bargain. KNÜLLER-PREIS. BARGAIN PRICE. Now it is on the shelves of democratic elections like this Schnaps is in my local supermarket. But we must be warned of how these extremists operate: they use symbols present in everyday life and can source each other with their right (or left) extremist ideology. Popular songs, pictures and numbers („88“) seem harmless, but have a hidden code extremists spot and identify. Dog whistling is such a dangerous mechanism. Nonetheless, it is just the first step. As soon as they have established themselves as the largest offer on the shelves of democracy we will be doomed.

A small lesson of history on a supermarket shelf.

I suddenly felt sick as I passed the display of the herbal liquor on my way to the cash register. Small, medium and large quantities – the latter only in a maximum quantity of five bottles. We should be vigilant that our democracy will not become a KNÜLLER-PREIS, a BARGAIN PRICE for extremists.

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(1) see Hans-Jörg and Gisela Wohlfromm: „Und morgen gibt es Hitlerwetter!“ Alltägliches und Kurioses aus dem Dritten Reich, p. 167.