Rebranding the Timeless: A Modern Twist for Underberg, the Classic Herbal Liqueur
Transforming Traditional Herbal Liquor: A New Lease of Life for Herbal Schnapps
Meet Michael Söhlke, the savvy executive shaking up the spirits industry with Underberg. With a knack for finance, branding, and people, this thought leader is breathing new life into the centuries-old family business.
Originating in 1846 and now on its sixth generation of family management, tradition doesn't stop Söhlke from pushing for change. The digital boom in their online shop and creative social media presence are proof. Underberg is no longer a digestif reserved for post-meal enjoyment. Instead, you'll spot the quaint bottle at vibrant festivals.
The Evolution of Indulgence
The landscape of indulgence is shifting. Although alcohol consumption is on a long-term decline, it's holding steady, particularly for beer and spirits. On the rise are alcohol-free alternatives, boasting over 700 brands with a market share of around 17%. The non-alcoholic beer, wine, sparkling wine, and "No/Low Alcohol" spirits categories are also thriving.
Yet, the traditional herbal liqueurs, such as Underberg, Jägermeister, and Fernet Branca, persist in German drinking culture, accounting for approximately a quarter of the spirits market albeit with a slight downward trend. Söhlke doesn't view this as a contradiction: "It's about seizing those special moments."
Even Underberg isn't immune to the trend towards alcohol-free. The brand is actively seeking innovative ideas to adapt. Söhlke believes in the power and ingenuity of his team: "Everyone has a voice – that's been very effective." He remains composed in the face of bureaucracy and political obstacles, preferring to identify opportunities instead.
The Technology Frontier: Germany Revisited
In the show "So techt Deutschland," presenters Frauke Holzmeier and Andreas Laukat discuss the current state of Germany's technology sector with entrepreneurs, investors, politicians, and businesspeople. All episodes can be found on various platforms including the ntv app, RTL, Amazon Music, Apple Podcasts, Spotify, and the RSS feed. Questions for the hosts can be emailed to [email protected].
- Alcohol
- Family Business
- Business Revitalization
Under Michael So Highway's leadership, Underberg, the traditional herbal liqueur, is revising its employment policy to foster innovation and creativity within the company. This change is part of an overall community policy aimed at adapting to the evolving lifestyle preferences, including growing demand for alcohol-free alternatives and a shift in the landscape of indulgence.
Despite the slight downturn in the traditional herbal liqueurs market, Underberg is actively seeking business revitalization strategies, leveraging finance to explore new, alcohol-free product ideas. This approach is in line with So Highway's belief in the power of his team and his preference for identifying opportunities over obstacles.
