Reinvented Herbal Liquor: A New Take on Schnapps
Rewritten Article:
Underberg Stays Unique: How a Legendary Herbal Liqueur Keeps Reinventing Itself
Michael Söhlke dives headfirst into reviving the iconic Underberg brand, utilizing festivals, innovations, and a clear mission. Here's how he navigates the contracting alcohol market.
A seasoned veteran of both big corporations and family businesses, Söhlke has spearheaded aRefresh for the 1846-founded, sixth-generation Underberg spirits company since 2020. While tradition might seem confining, it hasn't deterred Söhlke, as the digital shop is now thriving, and social media presence is flourishing creatively. Underberg is no longer confined to the dinner table; it's found amongst festival-goers as well.
The Paper Wrap: A Classic Staple
The iconic paper wrap of the tiny Underberg bottle is here to stay, according to Söhlke. It adds to the brand's quirky charm and sets it apart from other players in the market. "The paper wrap is so iconic that it truly defines us," he says.
A Shifting Landscape
The market is in flux: though alcohol consumption remains high overall, it's been gradually declining. However, beer and spirits continue to hold their own. Meanwhile, the alcohol-free arena is booming, with more than 700 brands competing. Alcohol-free beers account for almost 17% of the market, while alcohol-free wines, champagnes, and "No/Low Alcohol" spirits are also on the rise.
Classic herbal liqueurs like Underberg, Jaegermeister, Fernet Branca are stalwarts of the German drinking culture, fitting snugly in around a quarter of the spirits market. However, their grip is slightly loosening. Söhlke sees no contradiction, "It's about that one special moment."
Even in the wake of this trend, classic herbal liqueurs like Underberg continue to resonate. Söhlke draws on his entire team for new ideas, and he takes bureaucracy and politics in stride, "The key is to not shut down, but to find opportunities."
The Pursuit of Ideas
Underberg isn't immune to the rising trend toward alcohol-free beverages; the company is actively experimenting, too. Keep an eye out for their espresso liqueur and Fanta 4 ventures.
While trends evolve, Underberg stays rooted in its heritage, focusing on premium quality, and staying attuned to consumer demands. By doing so, it manages to remain relevant amidst the ever-shifting landscape of the alcohol market.
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Keywords:
Alcohol, Family Business, Beer, Herbal Liqueurs, German Culture, Market Trends, Alcohol-Free, Reinvention, Innovation, Entrepreneurship
Community policy should outline Underberg's approach towards alcohol-free beverages, taking into account the increasing demand in the market.
The employment policy at Underberg encourages creativity and innovation, aligning with the company's pursuit of revitalizing its position in the changing food-and-drink and lifestyle industries, including the finance sector.
