"Revitalizing the Legend" - How Underberg Keeps Its Iconic Liqueur Relevant
Reinventing a Traditional Herbal Liqueur: Unconventional Approach to Herbal Schnapps
Michael Soehle, a seasoned vet in both corporate and family businesses, is shaking things up at Underberg since 2020. This traditional spirits company, founded in 1846 and still family-owned in its sixth generation, isn't held back by tradition. Soehle's got an eye for numbers, brands, and people, breathing life into Underberg's online store and social media presence.
Instead of just a digestif, Underberg is now seen at festivals. But that's not all... let's see what this innovative spirit is up to; find out in "So techt Deutschland"!
A New Spin on an Old Favorite
Market dynamics are evolving: while long-term alcohol consumption is on the decline, it remains high. The sector for alcohol-free alternatives is booming, particularly with over 700 brands in the alcohol-free beer market alone, holding a 17% share. Yet, classic herbal liqueurs like Underberg, Jägermeister, or Fernet Branca continue to hold a strong place in German drinking culture, making up about a quarter of the spirits market. Soehle isn't worried about the downturn; he believes their appeal lies in "that one special moment."
The boom in alcohol-free isn't passed by Underberg - they're ever on the lookout for new ideas. Soehle involves his team in brainstorming sessions, saying, "Everyone can bring in ideas - that has worked really well." And when faced with bureaucracy and politics, he keeps his cool, searching for opportunities.
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Embracing Change, Preserving Traditions
To keep Underberg relevant, Soehle leverages its rich history while embracing change. Here are some strategies for the brand's revitalization:
- Authenticity: Highlighting Underberg's craftsmanship and deep roots gives customers confidence in the brand's quality.
- Niche Marketing: Targeting specific demographics can help Underberg stand out and create a loyal following.
- Innovative Strategies: Fresh marketing campaigns can generate buzz and attract new customers.
- Eco-Friendliness: The paper wrap, a signature feature, can be highlighted as eco-friendly, appealing to environmentally conscious consumers.
- Education: Providing information about bitters and their benefits can help customers appreciate the unique qualities of Underberg.
The iconic paper wrap symbolizes tradition while offering a perfect marketing opportunity. It sets Underberg apart, reinforcing its heritage, and can be used as a storytelling tool. Plus, its eco-friendly image can attract sustainability-focused consumers. And for some, it brings back memories, fostering an emotional bond with the brand. Soehle recognizes its power, saying, "With the paper, we are so unique that that's really iconic."
Watch Underberg evolve as they navigate a shrinking market with innovation and tradition. It's a story worth watching in "So techt Deutschland"!
- Michael Soehle, the new leader at Underberg, is utilizing innovative strategies to keep the iconic liqueur relevant in the ever-changing business landscape, as the company continues to thrive in its sixth generation.
- Underberg is expanding its presence beyond being just a digestif, as it can now be found at music festivals and various events, demonstrating the brand's commitment to evolution while preserving its traditional roots.
- In the rapidly growing market for alcohol-free alternatives, Underberg remains a staple in German drinking culture, standing alongside other classic herbal liquesurs like Jägermeister and Fernet Branca, making up about a quarter of the spirits market.
- Soehle and his team are constantly brainstorming new ideas to adapt and compete within the industry, emphasizing that everyone's input is valued in their creative process.
- Underberg's distinctive paper wrap, a signature feature, not only symbolizes tradition but also provides an eco-friendly image that appeals to sustainability-conscious consumers, setting the brand apart and offering a perfect marketing opportunity.
