Refreshing Underberg: A Family-run Herbal Liqueur's Evolution
By Andreas Laukat, exploring "So techt Deutschland"
Transforming Traditional Herbal Liqueur: A Fresh Take on the Schnapps
Michael Söhlke, with a blend of corporate and family business background, is breathing fresh life into Underberg, a 175-year-old spirits company. Söhlke's focus on numbers, brands, and people is driving Underberg into the 21st century while preserving its rich heritage.
Originating in 1846 and currently managed by the sixth generation of the same family, Underberg's traditional roots aren't a barrier to change for Söhlke. The booming online store and creative use of social media demonstrate his approach. Instead of being a digestif, traditional Underberg bottles now feature at festivals.
Embracing the New and the Tried-and-True
The beverage industry landscape is evolving: although long-term alcohol consumption is declining, beer and spirits continue to hold their own. The market for alcohol-free alternatives is booming, with over 700 alcohol-free beer brands and a market share of approximately 17%. Underberg, Jaegermeister, and Fernet Branca, classical herbal liqueurs, remain deeply entrenched in German drinking culture.
Underberg is also adapting to the trend towards alcohol-free options. In-house brainstorming sessions involving the entire team allow for the creation and implementation of innovative ideas. Söhlke stresses, "Everyone can bring in ideas - that's worked out superbly."
Trending Towards the Unconventional
Remaining true to its unique recipe featuring herbs from 43 countries, Underberg is an iconic symbol of tradition. The distinctive paper wrap on their single-serving bottles adds to their uniqueness and appeal. Söhlke candidly asserts, "With the paper, we're so unique that it's really iconic."
These days, Underberg can be found at festivals rather than just serving as a post-meal digestif. Söhlke doesn't view this transition as a contradiction but rather, "It's about that one special moment."
For More Insights:
- Underberg - learn more about the brand, history, and range of products.
- Traditional German Herbal Liqueurs - discover other classic herbal liqueurs and their influence in German drinking culture.
"So techt Deutschland" is a captivating interview podcast hosted by Frauke Holzmeier and Andreas Laukat, exploring the state of the German technology sector. Available on the ntv app, RTL, Amazon Music, Apple Podcasts, Spotify, and RSS feeds. If you have questions for the moderators, email [email protected].
Source: ntv.de
- Alcohol-free alternatives
- Family Business
- Innovation
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- Underberg, a family-run herbal liqueur company, is embracing innovation as part of its evolution, focusing on creating alcohol-free alternatives while maintaining its traditional roots.
- Michael Soehlske, the current leader of Underberg, understands the importance of fostering an environment where everyone can contribute ideas, which has led to the development of several innovative products.
- The changing landscape of the beverage industry is reflected in Underberg's strategy, as the company adapts to the growing market for alcohol-free options without compromising its heritage.
- As part of its modern approach, Underberg's traditional bottles are now being featured at festivals, indicating a shift from their traditional role as a post-meal digestif.
- In order to further understanding of Underberg and the world of traditional German herbal liqueurs, resources such as the company's official website and articles on alcohol-free guide can provide valuable insights.
