A Unique Twist: How Herbal Liqueur Underberg Keeps Its Legacy Alive Amidst Market Challenges
Reinvented Tradition: A Herbal Liquor Evolves Its Identity
Want to know how Michael Sohlke, the former financial whiz from Metro and MediaMarktSaturn, is breathing new life into Underberg, a 175-year-old family-owned herbal liqueur company? It's all about leveraging the brand's unique identity, innovative strategies, and a dash of nerve.
Founded in 1846 and now in its sixth generation of family ownership, Underberg doesn't shy away from change. Sohlke champions this philosophy, with a keen eye for numbers, brands, and people. The results? A booming online shop, creative social media presence, and Underberg bottles finding their way beyond dinner tables—and right into festival grounds!
The Magic of the Paper Wrap
"With the paper, we're so unique that it's really iconic," Sohlke echoes. The iconic binding of the small Underberg bottle is more than just packaging. It's the face of the brand, setting Underberg apart on shelves and shunning anonymity in a crowded market.
Shifting Market Trends
The market landscape is transforming. Although alcohol consumption is heading south in the long run, it continues to hold steady, especially for beer and spirits. The alcohol-free sector, however, is the new kid on the block, registering a dynamic growth. With over 700 alcohol-free beer brands and a market share of around 17 percent, it's a segment worth keeping an eye on.
Yet, classic herbal liqueurs like Underberg, Jägermeister, or Fernet Branca remain firmly rooted in German drinking culture. According to Statista, they account for approximately a quarter of the spirits market, albeit with a slightly decreasing share. Sohlke doesn't find this contradictory. "With us, it's about that one special moment."
Embracing the Future
The rise of alcohol-free options doesn't deter Underberg. In fact, the company is seizing this opportunity to innovate, relying on its dedicated team to brainstorm and execute ideas. "Everyone can bring in ideas—that has worked really well," Sohlke shares. And in the face of bureaucracy and politics, he's got his cool head on his shoulders: "What's important is not to fall into a state of shock, but to look for your chances."
So Techs Germany
Tune into "So Techs Germany," hosted by Frauke Holzmeier and Andreas Laukat, to catch more insights from entrepreneurs, investors, and business leaders on the pulse of the technology sector in Germany. The episodes can be found on various platforms, including the ntv app, RTL, Amazon Music, Apple Podcasts, Spotify, and the RSS feed.
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Keywords:- Underberg- Family Business- Beer- Alcohol-Free- Herbal Liqueurs
Insights:Underberg, a time-honored German herbal liqueur company, has repositioned itself amid a shrinking alcohol market by emphasizing its unique brand identity and packaging rather than drastically altering its product. The historical paper wrap on each bottle plays a critical role in brand recognition and consumer loyalty in this competitive market. Underberg's reinvention strategy includes maintaining its traditional recipe, focusing on the ritualistic aspect of consumption, and utilizing its packaging to create a tangible symbol of its rich heritage. This approach helps Underberg stand out and maintain consumer loyalty in a crowded and declining market.
- Despite the declining alcohol market, Underberg, a 175-year-old family-owned herbal liqueur company, has embraced change, focusing on its unique identity and packaging to maintain its presence.
- Underberg's dedication to innovative strategies and a focus on its special identity has led to a booming online shop, creative social media presence, and a broader market reach, including festival grounds.
- In a market dominated by alcohol-free options and a slight decrease in traditional spirits' share, Underberg remains a firm staple in German drinking culture, with its historical paper wrap serving as a tangible symbol of its rich heritage.
- Underberg's future lies in continual innovation and taking advantage of emerging opportunities, with a team that is encouraged to bring in fresh ideas and navigate bureaucracy and politics with a cool head.
- Community, finance, and lifestyle enthusiasts can gain insights into the technology and business sector in Germany by tuning into "So Techs Germany," a podcast featuring entrepreneurs, investors, and business leaders.
