Underberg: Revamping a Classic in a Changing Alcohol Landscape
A herbal liqueur transforms its identity through innovative changes
With a storied history dating back to 1846, Underberg is still going strong—thanks to a new lease on life from Michael Söhlke. The former CFO of Metro and MediaMarktSaturn is bringing a fresh perspective to the spirits company, leveraging numbers, brands, and people to steer it through choppy waters.
Family-owned and run for the sixth generation, traditional roots haven't prevented Söhlke from embracing change. The Underberg online shop is thriving, and social media is being creatively harnessed. What used to be a digestif now graces festival stages.
The Persistent Allure of Herbal Liqueurs
Despite a gradually shrinking alcohol market, herbal liqueurs such as Underberg, Jägermeister, and Fernet Branca remain staples in German drinking culture. Representing around a quarter of the spirits market, these potent concoctions seem to defy the downward trend. Söhlke sees the scene as an opportunity for that coveted "one special moment."
As the alcohol-free trend gains momentum, Underberg is also joining the fray. The company is exploring new possibilities to stay relevant without compromising its signature style. The quintessential paper wrap of the Underberg bottle? Undeniably iconic.
Navigating the Alcohol Challenge
Alcohol consumption may be on the decline in the long run, but it still hovers at high levels, particularly for beer and spirits. The rising star in this landscape is the non-alcoholic market, bursting with over 700 brandless brews commanding roughly 17% of the market. Spirits companies like Underberg are experimenting with their own all-natural alternatives, fashioning everything from alcohol-free wines to progressive "No/Low Alcohol" concoctions.
Yet, despite this growing enthusiasm, the classic herbal liqueurs refuse to surrender their status as household names. Söhlke sees no conflict between the two realms; it's all about finding that perfect occasion to savor the exotic allure of herbal liqueurs.
As part of a company nestled near Cologne, Underberg isn't immune to the trend-wise tide. The team-centric ethos fuels their spirit of innovation, allowing everyone to contribute ideas that resonate with consumers. Söhlke strives to remain unfazed in the face of red tape and political disagreements, opting instead to focus on identifying venture opportunities.
Riding the Tech Wave
In "So Techt Deutschland," a podcast hosted by ntv moderators Frauke Holzmeier and Andreas Laukat, industry experts, entrepreneurs, and politicians weigh in on the state of Germany's tech landscape. Episodes can be accessed via the ntv app, RTL, Amazon Music, Apple Podcasts, Spotify, and RSS feed. For those eager to engage with the thought leaders behind the show, simply send an email to [email protected]
All in all, Underberg's resilience and adaptability in the face of a changing market are testament to its longevity and relevance. In the spirit of innovation, the company is keen to keep evolving while staying true to its traditional roots.
- Underberg's new owner, Michael Söhlke, is leveraging employment policy in steering the spirits company through the challenging alcohol landscape.
- The revamped online shop and creative use of social media are key innovations that have contributed to Underberg's growth and modern image.
- Despite the gradual shrinking of the alcohol market, herbal liqueurs like Underberg continue to be popular, representing a significant portion of the spirits market in Germany.
- To maintain relevance, Underberg is also exploring the food-and-drink industry's trend towards alcohol-free options with new, non-alcoholic products.
- As part of a community committed to innovation, Underberg's employment policy encourages collaboration and idea-sharing to meet the expectations of consumers in the ever-changing business landscape.
