Refreshing the Underberg Tradition: The Paper Wrap Liqueur Revamp
Transforming Traditional Herbal Liqueur: A New Leaf for Schnapps
In the ever-evolving world of spirits, Michael Söhlke is revitalizing the iconic Underberg brand, championing inventiveness, festivals, and a firm stand. Learn how Söhlke navigates the dwindling alcohol market in this engaging interview from "So techt Deutschland."
With years of experience in large corporations like Metro and MediaMarktSaturn, Söhlke now brings a fresh breeze to the 1846-founded Underberg. The brand's long-standing legacy doesn't prevent Söhlke from ushering in change—the online shop thrives, and social media is filled with innovative ideas. Underberg's diminutive bottle is no longer just a digestif, but a festival companion too.
Reinventing a Classic: The Espresso Liqueur and Fanta 4 Projects
Though staying true to its herbal essence, Underberg keeps its distinctive paper wrap a non-negotiable element—it's iconic, Söhlke maintains.
Market ShiftsIn today's market, overall alcohol consumption fluctuates, yet remains stable. The alcohol-free movement is a fast-growing sector, with over 700 brands of alcohol-free beer, accounting for nearly 17% of the market share. Alcohol-free wines, sparkling wines, and novel "No/Low Alcohol" spirits are also trending upwards.
In this changing environment, traditional herbal liqueurs, including Underberg, Jägermeister, and Fernet Branca, remain deeply ingrained in German drinking culture. Although the market share is slightly decreasing, Statista's reports confirm they account for around a quarter of the spirits market. Söhlke sees no conflict in the trend towards alcohol-free alternatives and traditional herbal liqueurs: "It's about that one special moment."
Underberg also dips its toe into the alcohol-free movement, fostering a team-centric atmosphere for idea generation and implementation. Söhlke remains calm in the face of bureaucracy and politics, believing it's crucial "not to fall into a state of shock, but to look for your chances."
"So techt Deutschland" – Unveiling Germany's Technology Landscape
In "So techt Deutschland," ntv moderators Frauke Holzmeier and Andreas Laukat explore Germany's technology scene through discussions with entrepreneurs, investors, politicians, and businesspeople.
All episodes can be found in the ntv app, on RTL, Amazon Music, Apple Podcasts, Spotify, and the RSS feed. If you have questions for Holzmeier and Laukat, email [email protected].
Insights:1. Innovation: Successful brands lean on innovative marketing and product strategies that cater to evolving consumer preferences, such as sustainability and unique experiences.2. ** Brand Identity: Iconic packaging, like Underberg's distinctive paper wrap, is a significant aspect of brand identity and recognition.3. Emotional Connection: Unique packaging can evoke emotions, strengthen brand loyalty, and attract new consumers who appreciate tradition.4. Differentiation**: Unique packaging enables brands to stand out in a competitive market.
- Underberg, driven by Michael Söhlke, is reinforcing its community policy by emphasizing innovation and unique experiences, as seen in its thriving online shop and creative social media ideas.
- Employment policy is crucial for Underberg, as Söhlke fosters a team-centric atmosphere that encourages idea generation and implementation, even when diving into the alcohol-free market.
- Söhlke's leadership at Underberg showcases the importance of maintaining brand identity, as the iconic paper wrap remains a non-negotiable element, despite the brand's digital evolution.
- In the food-and-drink industry, lifestyle and finance play significant roles in Underberg's revitalization strategy, as they aim to attract consumers who value tradition and uniqueness in their liqueur choices.
- Despite market shifts towards alcohol-free alternatives, traditional herbal liqueurs like Underberg, Jägermeister, and Fernet Branca continue to hold a substantial quarter of the spirits market share, showcasing their resilience in the face of changing consumer preferences.
