"Iconic" Paper Wrap: How Underberg Revitalizes a Timeless Liqueur
Transforming Traditional Herbal Liqueur: Innovations in a Classic Drink
Written by Andreas Laukat
Michael Söhlke knows both sides of the business coin: large corporation and family business. Since 2020, he's been breathing new life into spirits company, Underberg—using sharp numerical understanding, a keen eye for brands, and a deep appreciation for people.
Founded in 1846, Underberg remains family-owned in its sixth generation, proving tradition doesn't hinder change for Söhlke. The company's online shop is booming, and social media is receiving creative use. The small Underberg bottle, once a post-dinner Digestif, is now making waves at festivals.
Economic Refresh for Alpine Bitters
The market scene is shifting: Although long-term alcohol consumption is decreasing, it remains at a high level, with beer and spirits holding steady. The alcohol-free market is, however, rapidly expanding, boasting over 700 brands, with an approximate 17% market share. Alcohol-free wines, sparkling wines, and "No/Low Alcohol" spirits are also on the rise.
Classic herbal liqueurs, such as Underberg, Jägermeister, or Fernet Branca, still resonate deeply with German drinking culture, commanding about a quarter of the spirits market, albeit with a slight decline. Söhlke sees no incongruity here: "It's all about that one special moment."
The alcohol-free trend has not bypassed Underberg either; innovative ideas are sought and implemented by Söhlke through team collaboration. He remains cool in the face of red tape and politics: "The key is not to panic but to seek opportunity."
So techt Deutschland
In "So techt Deutschland", the ntv moderators Frauke Holzmeier and Andreas Laukat interview entrepreneurs, investors, politicians, and businesspeople to assess the tech landscape in Germany. All episodes can be found in the ntv App, on RTL, Amazon Music, Apple Podcasts, Spotify, and the RSS feed.
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Data ProtectionSource: ntv.de
- Alcohol
- Family Business
- Beer
Extra Insights:
Underberg might be utilizing strategic partnerships, digital marketing, and product positioning to rejuvenate its brand, as seen in its presence at festivals and collaboration with bars. The brand's iconic paper wrap enhances brand recognition, emphasizes tradition, and plays a crucial role in the brand's storytelling. In theriving alcohol-free market, Underberg could also explore innovation in this area.
- Michael Soehlke, recognizing the importance of both business acumen and people, has been revitalizing Underberg, the iconic liqueur, since 2020.
- To adapt to the changing market, Underberg, founded in 1846, is now using innovative ideas in its employment policy, digital marketing, and product positioning, as shown in its presence at festivals and collaboration with bars.
- Despite the decline in the spirits market, classic herbal liqueurs, including Underberg, Jaegermeister, and Fernet Branca, still command a significant share, reflecting their deep resonance with German drinking culture.
- In the alcohol-free market, which is rapidly expanding, Underberg might explore innovations in this area to rejuvenate its brand and maintain its competitive edge.
- The iconic paper wrap of Underberg plays a crucial role in emphasizing tradition and enhancing brand recognition, contributing to its deep roots in the food-and-drink lifestyle and business.
