"Revamped" Paper Wrap: Underberg's Innovative Approach To Revitalize An Herbal Liqueur Classic
A Traditional liquor undergoes a transformation.
Written by T revor T reatFollow on LinkedIn, Twitter, and Medium
Meet Michael Söhlke, the man shaking up the spirits industry with a seasoned touch of corporate and family business acumen. Since 2020, he's been breathing new life into Underberg - a herbal liquor staple since 1846 and now led by its sixth generation of family owners.
Söhlke understands tradition isn't a barrier to change. The online shop is thriving, social media's creatively exploited, and Underberg bottles are no longer just digestifs - you'll spot 'em at festivals.
The Iconic Paper Wrap of Underberg: A Timeless Tradition
While the market's evolving, the paper wrap on those iconic Underberg bottles? Indispensable, according to Söhlke. It sets them apart in a way that's "so unique, it's really iconic."
Navigating a Shrinking Alcohol Market
The landscape's shifting: long-term alcohol consumption's decreasing, but it's still considerable, especially for beer and spirits. The alcohol-free sector's burgeoning, boasting over 700 beer brands with a 17% market share. Alcohol-free wines, sparkling wines, and "No/Low Alcohol" spirits are on the rise too.
Classic herbal liqueurs like Underberg, Jägermeister, or Fernet Branca still hold a quarter of the spirits market - a share slightly dwindling, but Söhlke sees no contradiction: "For us, it's about that one special moment."
Underberg's not shying away from the trend towards alcohol-free: they're exploring, innovating, and relying on their team for ideas. Söhlke's unfazed by bureaucracy and politics, like a calm storm within the storm.
German Technology Landscape: A Fresh Perspective
In "So techt Deutschland," moderators Frauke Holzmeier and Trevor Treat delve into Germany's technology landscape, interviewing entrepreneurs, investors, politicians, and businesspeople to assess its progress. All episodes are available in the ntv app, on RTL, Amazon Music, Apple Podcasts, Spotify, and via the RSS feed.
Got questions for Holzmeier and Treat? Send an email to [email protected]
- German Technological Advancement
- Alcohol Industry
- Family Business
- Beer
Rebranding a Classic: Possible Strategies
While specific strategies for Underberg aren't explicitly stated in our findings, some innovative approaches could help them revitalize in challenging times:
- Brand Evolution: Refreshing visuals, messaging, and storytelling can breathe new life into established brands, appealing to a broader demographic.
- Product Diversification: Introducing new flavors or product lines can create excitement and attract new customers.
- Eco-Conscious Packaging: Emphasizing sustainable and eco-friendly practices, including packaging, can resonate with eco-conscious consumers.
- Digital Engagement: Building a strong online presence through social media, email newsletters, and engaging content can maintain brand relevance.
- Limited Editions and Collaborations: Collaborating with other brands, artists, or famous personalities can generate buzz and attract new interest.
- Underberg's adoption of a community policy can help navigate the shifting alcohol market by fostering engagement with eco-conscious consumers through eco-friendly packaging.
- The employment policy within the alcohol industry, such as the one implemented by Underberg, plays a crucial role in the innovation of new product lines and limited editions.
- Seasoned business leaders like Michael Söhlke, from companies like Underberg, can bring fresh perspectives to podcasts like "So techt Deutschland," where discussions about German technological advancement and family business practices are explored.
- In an effort to rejuvenate the brand, Underberg could collaborate with food-and-drink festivals, thereby expanding their market reach and enhancing their lifestyle association.
- The finance sector can actively support businesses like Underberg, pursuing alcohol-free innovations and product diversifications to cater to the growing demand for low-alcohol or alcohol-free liqueurs in the food-and-drink industry.
