GERMANY. German spirits producer Underberg AG will be introducing an array of new liquor products at the TFWA World Exhibition in September (Stand number: Red Village, K19).
The company, which celebrates its 165th anniversary this year, will also be presenting its products in a hospitality suite at the Hotel Gray d’Albion in Cannes.
Underberg gift tin 2012 anniversary edition
To mark its 165th year, Underberg has deviated from the annual theme of its gift tin collection since 2005 – “˜Culinary trip around the world’ – to create a special anniversary gift tin.
Made using embossed metal and featuring seven-colour offset printing, the gift tin is filled with 12 Underberg portion bottles. Each side of the rectangular tin features particular key characters and important landmarks from the history of the house of Underberg:
1. Hubert Underberg I and Emil Underberg I – In 1846, Hubert Underberg launched the herbal digestive product and formed the foundation for the Underberg company. In the 1940s his grandson, Emil Underberg I, invented the portion-sized bottle which remains an iconic element of the brand today.
2. The Underberg tall glass – In the summer of 1867, during his stay at the World Exhibition in Paris, Hubert Underberg developed the Underberg tall glass together with the famous glass artists from Murano. Today it is still crafted from hand-blown glass.
3. Semper idem process – Invented by Hubert Underberg for the extraction of valuable herbal ingredients and vitamins, this secret production method has been passed down from generation to generation for more than 165 years.
4. Zeppelin – During the 1950s the company introduced a series of high profile marketing activities, including the so-called “˜flying Underberg portion-bottle’ that delivered Underberg to Germany, Austria and Switzerland from 1956-1958.
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Recently launched in travel retail, Loreley Riesling Shot (19%abv) is a composition of original Asbach Uralt, refined with Riesling-Auslese and packaged in a 0.5-litre PET bottle |
In addition to the anniversary gift tin, Underberg has created a new series of awards under its “˜Tops & More’ loyalty programme to mark its 165th year.
Since its inception nine years ago, the loyalty programme has allowed Underberg consumers to exchange their collected bottle-tops for gifts from the Underberg Collection.
The anniversary awards feature three new limited edition items: a bi-colour design tall glass with green stem insert, a set of seven metal signs each with an historical Underberg advertising motif and a nostalgic postcard block.
The number of bottle tops sent in has risen every year; currently, one bottle-top is collected every three seconds according to Underberg. The most popular award is the original Underberg tall glass followed by the Underberg herbal truck.
Redemption is guaranteed until 31 December 2015.
Xuxu – Welcome to Berrydise – now in gold
Xuxu strawberry liqueur has updated its packaging to align with the new slogan, “˜Welcome to Berrydise’.
The new bottle design comes in gold and features a gold logo.
Xuxu (15%abv) has a 66% fruit content, with no added sugar or preservatives.
Fresh strawberries are gently processed to create a purée, preserving both the fruity-fresh strawberry taste and the seeds; this is followed by the addition of vodka and a squeeze of lime. It can be consumed chilled and neat, over crushed ice, as a dessert topping, with sparkling wine or in other mixtures.
Xuxu was awarded Double Gold with a 96-point score at the World-Spirits Award in Austria.
New look for Grasovka Premium Zubrovka
Polish vodka speciality Grasovka has updated its look with new labels. The bison on the front label has been drawn by an artist, with a blue/silver bottom line rounding out the overall picture.
The vodka contains hand-picked bison grass, giving Grasovka Premium Zurbrovka its natural aroma and flavour.
This year, Grasovka was awarded Gold at the World-Spirits Award in Austria. This confirms our Premium quality, not only in the packaging.
Grasovka is available in the following bottle sizes: 0.1-litre, 0.5-litre PET, 0.7-litre and 1-litre.
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Amarula has enhanced its bottle design for a more premium appeal in preparation for further international growth |
Asbach Original – aged 3 years
Asbach has launched a premium 3yo speciality – an upgrade to the well-known Asbach Uralt – outside of Germany.
Asbach originated in 1892 when Hugo Asbach left his adopted home in France and established his distillery in Rüdesheim on the Rhine. His ambition was to create a product that fits the German taste and is equal in quality to French Cognacs. Today Asbach is exported to over 26 countries.
Following traditional distillation, Asbach Original has been stored for at least three years in Limousin-oak casks before undergoing the secret Asbach maturing and refining process.
Asbach claims to be the only one in the Cognac and brandy category with an age statement on the bottle. This makes it very easy for consumers to understand the product, the company added.
Loreley Riesling Shot
Recently launched for the travel retail market, Loreley Riesling Shot (19%abv) is a composition of original Asbach Uralt, refined with Riesling-Auslese and packaged in a 0.5-litre PET bottle.
Silla El Fuerte (19%abv)
Silla El Fuerte is based on original tequila from the Jalisco region and spiced with one of the hottest chillies in the world, the Habanero.
The spiciness of the drink is symbolised in the flame-like cap.
It is best drunk as a shot at room temperature but ice cold to reduce the hotness.
Dettling – Award-winning Kirsch distillery
Arnold Dettling has been awarded “˜World Class Distillery’ for the fifth time at the 2011 World-Spirits Award. The distillery’s core product is Kirsch, a well-known Swiss liqueur otherwise known as cherry brandy.
Schlumberger Rosé Secco
Schlumberger Rosé Secco is the latest creation from the House of Schlumberger for the premium sparkling wine market, following the success of White Secco in the rosé segment.
Created in response to the global trend towards rosé wines and rosé Champagnes, the Rosé Secco comes in a rosé-white glimmering bottle – designed to appeal to young modern consumers, especially women. Only Austrian grapes are used for Schlumberger Rosé Secco.
Rosé Secco uses Pinot Noir grapes and is produced according to the “˜Méthode Traditionelle’, the classic Champagne method. The high-class sleeve-technology offers ideal light protection for optimum quality, the company said.
Also produced according to the “˜Méthode Traditionnelle’, Schlumberger White Secco was awarded a Gold Medal this year by The Beverage Tasting Institute in Chicago.
Schlumberger is said to be the first Austrian sparkling wine producer and was founded in 1842. The Schlumberger family portfolio includes Sparkling Brut, Rosé Brut, Gold, White Secco and Rosé Secco.
Amarula launches new packaging design
Amarula Cream Liqueur has enhanced its bottle design for an elegant and more premium appeal, preparing the brand for further international growth. Advertising communications have also been refreshed with a focus on the African elephant and the savannah plains of southern Africa – all in line with the brand’s “˜The Spirit of Africa’ tagline.
Amarula is based on the spirit distilled from the fruit of the marula tree, which can only be found in the warm, frost-free regions of sub-equatorial Africa. The marula tree is not cultivated; it grows naturally in this part of the world and nowhere else.
The African elephant – the mascot of Amarula – which roams the savannah plains is said to be renowned for its attraction to the marula fruit.
Double distilled and aged for two years in small oak barrels before blending with fresh cream, Amarula has a creamy consistency, with tones of vanilla, caramel and nut.
Amarula Cream Liqueur entered the Drinks International list of million-case selling brands for the first time in 2010. Of those liqueurs which made the list, Amarula is one of only two to have continuously recorded global growth during the peak of the global recession, according to the company.
Selling in 103 countries, Amarula has also been voted into the Top 10 Hot Liqueur Brands in the world by 700 world class mixologists, bartenders and bar owner.
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Advertising communications for Amarula Cream Liqueur have been refreshed with a focus on the African elephant – the brand’s mascot – and the savannah plains of southern Africa, all in line with the brand’s “˜The Spirit of Africa’ tagline |
About Underberg
Underberg is a natural product which helps digestion. It is free of added sugars, contains less than one bread unit per portion bottle, and is gluten-free and low in histamines. Underberg is available worldwide in the iconic portion-sized bottle wrapped in straw-coloured paper.
Since 1846, Underberg has been produced according to the secret Semper idem process using a selection of the finest aromatic herbs from 43 countries. These herbs are blended with 44% vol premium-quality alcohol.
The German digestive has underlined its commitment to The Oktoberfest, a German tradition that combines good food and German beer. In 2011 Underberg will participate at Oktoberfest activities in major cities such as Copenhagen, London, Stockholm and Tokyo.
For more information, contact Andrea Baumgartner, International Marketing Director, Underberg AG; tel: +41 (0) 44 805 1827; fax: +41 (0) 44 805 1803; or e-mail: andrea.baumgartner@underberg.com. Visit www.underberg.com.
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