"Iconic" Paper Wrap: How Underberg, the Legendary Herbal Liqueur, Keeps Reinventing Itself
Transformation of the Herbal Liquor Schnapps
Michael Söhlke isn't here to be a clockworker for Underberg, a 175-year-old legacy spirit company based in Rheinberg near Cologne. Rather, he's on a mission to breathe new life into it, all while staying true to its roots. And he's succeeding, thanks to a smart blend of old-school charm and modern-day marketing.
Söhlke, former CFO of Metro and MediaMarktSaturn, joined the Underberg team in 2020. With a keen business sense, an eye for brands, and a knack for people management, he's on a crusade to bring Underberg into the modern era.
Revamping the Iconic Brand
The Underberg bottle's iconic paper wrap? Non-negotiable. Söhlke sees the paper as part of the brand's unique identity. "With the paper, we're so one-of-a-kind that it's really iconic," he says.
But it's not just the packaging that's undergoing a transformation. Underberg is making waves on festival circuits, moving away from its traditional role as a digestif post-meal. The brand has also bolstered its online presence, with its e-commerce platform booming and an engaging social media presence.
Navigating the Shrinking Alcohol Market
The alcohol market is shifting: While overall consumption remains consistent, there's a clear trend towards alcohol-free alternatives. With over 700 alcohol-free beer brands on the market and a near 17% market share, the rise of the no-alcohol beverage industry is undeniable. And classic herbal liqueurs like Underberg, Jägermeister, and Fernet Branca continue to hold their ground, representing around a quarter of the spirits market.
For Söhlke, this shift doesn't signal a contradiction but rather an opportunity for those seeking that special moment. And he's not shying away from it. Underberg is joining the trend, with an focus on implementing innovative, alcohol-free ideas across its product line.
Despite the changing landscape, Söhlke remains unfazed by bureaucracy and politics. His approach: stay adaptable and proactive, seize opportunities, and rely on the collective wisdom and creativity of his team.
So techt Deutschland
In "So techt Deutschland," hosts Frauke Holzmeier and Andreas Laukat explore the technology landscape of Germany by chatting with entrepreneurs, investors, politicians, and businesspeople. You can catch all episodes in the ntv app, on RTL, Amazon Music, Apple Podcasts, Spotify, and the RSS feed.
Got questions for Frauke Holzmeier and Andreas Laukat? Feel free to shoot them an email at [email protected]
Adult Beverages, Family Businesses, Beer, and Beyond
While the available information doesn't provide an in-depth look into Underberg's business strategies or marketing approaches, general industry insights suggest that successful rejuvenation often involves emphasizing the brand's rich heritage, modernizing marketing and packaging, introducing new products, hosting experiential events, and forming strategic partnerships.
In Underberg's case, it's likely that they have combined traditional branding with contemporary marketing, product innovation, experiential engagement, and strategic collaborations to remain competitive in a shrinking alcohol market. If more precise insights become available, they would offer clearer insights into Underberg's rejuvenation approach.
- Michael Soehlke, now part of Underberg, a century-old spirit company, aims to revitalize the brand while preserving its historical identity.
- Underberg's iconic paper wrap remains non-negotiable, embodying the brand's unique character.
- Apart from packaging, Underberg is innovating in other areas, making inroads into the festival scene and bolstering its online presence.
- In the shifting alcohol market, classic herbal liqueurs like Underberg are adapting, with Underberg focusing on implementing innovative, alcohol-free ideas.
- To stay competitive, Underberg may be employing a combination of traditional branding, modern marketing strategies, product innovation, experiential events, and strategic partnerships.
