Bringing the Classic Liquor Underberg Back to Life: A Modern Approach to a Timeless Tradition
A traditional herbal liquor transforms its identity
Sound the trumpets for Underberg, the legendary German herbal liqueur that's been gracing our taste buds since 1846! Today, the brand's sixth generation of family ownership is determined to reinvent itself in the ever-shrinking alcohol market. Leading the charge is CEO Michael Sohlke, a man well-versed in the corporate world and the heart of a family-run business.
Underberg isn't letting its age slow it down. The brand is thriving in the digital era, with its online shop booming and a creative take on social media. Gone are the days of savoring Underberg as a post-dinner digestif; now, you can find the iconic little bottle at festivals! And guess what? That distinctive paper wrap on the bottle? It's still going strong and as unique as ever, according to Sohlke.
The Changing Landscape of Booze
The world of alcohol is undergoing a transformation, and Underberg is no exception. Although long-term alcohol consumption levels are on a slow decline, they remain high, with beer and spirits holding their own ground. The booming market for alcohol-free alternatives is nothing to sneeze at, with over 700 brands and a market share of roughly 17%.
We're also seeing a surge in the realm of alcohol-free wines, sparkling wines, and innovative "No/Low Alcohol" spirits. But fear not, classic herbal liqueurs like Underberg, Jägermeister, and Fernet Branca are still deeply rooted in the German drinking culture. They claim around a quarter of the spirits market, although their share is dipping slightly. Sohlke sees no conflict here: "It's about that one special moment."
Underberg isn't ignoring the call of the alcohol-free movement. The company from Rheinberg near Cologne is open to fresh ideas, with Sohlke encouraging team collaboration to drive innovation. "Even bureaucracy and politics can't dampen our spirit," he says.
The Technology Location Germany: A Insightful Podcast
In the podcast "So Techs Germany," hosts Frauke Holzmeier and Andreas Laukat discuss the state of the technology scene in Germany. Episodes are available on several platforms, including the ntv app, RTL, Amazon Music, Apple Podcasts, Spotify, and through an RSS feed.
If you have any questions for Frauke Holzmeier and Andreas Laukat, you can email them at [email protected]
A Peek into the Enrichment Data
- Underberg's continued success can be attributed to its commitment to:
- The traditional formula and paper packaging, which appeals to health-conscious consumers and offers a unique product experience[5].
- A strong brand identity, rooted in authenticity and heritage, to maintain customer loyalty and attract new consumers[1][4].
- Strategic marketing and branding to appeal to younger audiences and cocktail enthusiasts[3].
- Expanding into new markets and demographics[4].
- Adapting marketing strategies to reflect modern tastes and preferences[4][5].
- The brand's ability to balance tradition with modern appeal ensures Underberg remains a beloved and relevant brand in the alcohol market.
- Underberg's continued success in the modern alcohol market can be attributed to its commitment to balancing traditional elements, such as the unique paper packaging, with strategic marketing and branding that appeals to younger audiences and cocktail enthusiasts.
- The booming alcohol-free market presents an opportunity for Underberg, as the company from Rheinberg near Cologne is open to fresh ideas and encourages team collaboration to drive innovation, according to CEO Michael Sohlke.
- In the technology landscape of Germany, podcasts like "The Technology Location Germany" provide insights into the German technology scene and offer episodes on several platforms, including Apple Podcasts, Spotify, and RSS feeds.
