Refreshing Tradition: Reinventing Underberg—an Iconic Herbal Liqueur
A traditional herbal liquor undergoes a transformation
Michael Soehlke, former CEO of Metro and MediaMarktSaturn, is modernizing Underberg, a 176-year-old family-owned spirits company. This rejuvenation includes online sales, creative social media, and festival appearances, all while respecting the brand's famous paper wrap—a testament to its unique identity.
Alcohol Market Transformation
While alcohol consumption overall is decreasing, beer and spirits remain strong. Alcohol-free alternatives, however, are on the rise, with over 700 brands available. Classics like Underberg, Jaegermeister, and Fernet Branca are holding their own in the spirits market, accounting for about a quarter of sales albeit experiencing a slight decrease.
Embracing Innovation While Maintaining Tradition
Soehlke recognizes the rising trend towards alcohol-free, but he sees it as complementary rather than competitive. For Underberg, It's not about quantity but that special moment—a sentiment shared by consumers seeking authentic, time-honored experiences.
Soehlke's team-oriented approach leads to innovative ideas, including espresso liqueur and Fanta 4 under the Underberg brand. This blending of old and new is key to Underberg's success in a rapidly changing market.
The Legacy of the Iconic Paper Wrap
"The paper... is iconic," Soehlke says. Despite market pressures, Underberg clings to its iconic paper wrap, a symbol of authenticity and tradition that sets it apart from competitors.
Innovative concepts like festivals and espresso liqueur coexist with Underberg's heritage and commitment to its original recipe. This balance between tradition and innovation keeps the brand relevant while preserving its core values.
Sources:
- ntv.de
- Statista
Keywords: Alcohol, Herbal Liqueur, Family Business, Paper Wrap
- As part of their community policy, Michael Soehlke and his team are thoughtfully innovating Underberg, a family-owned spirits company, by introducing online sales, creative social media, and festival appearances, while maintaining the timeless symbol of their brand - the iconic paper wrap.
- In terms of finance, the alcohol-free market is experiencing significant growth, yet classic herbal liqueurs, like Underberg and its contemporaries, continue to dominate in the spirits market, showcasing the company's adept business strategy that balances innovation with tradition.
