German herbal liquor specialist Underberg is set to reveal its latest product innovations, including Underberg Espresso Herbtini and Pitú 0.0% at next week’s TFWA World Exhibition in Cannes (Green Village, L46).
In addition, the company will globally roll out the Stroh Rum brand at the show, extending the Underberg portfolio.
A founding member of the exhibition since 1984, Underberg is returning to Cannes with a diverse range of offerings from key brands including Underberg, XUXU, Pitú and Asbach.
Semper idem Underberg AG Board Member Thomas Mempel said: “Year after year, we are reminded that Underberg is a travel retail icon. However, we don’t want to rest on our laurels. Instead, we aim to further enhance our position as a friend of travellers through a meaningful diversification of our product portfolio.
“With the two innovations Underberg Espresso Herbtini and Pitú 0.0%, we have two attractive offerings in store that will surprise and certainly delight buyers and distributors.”
Previewed at last year’s Cannes show, Underberg Espresso Herbtini is ready to make its official debut this year.
Underberg Group Head of Sales Global Travel Retail Thomas Kirscht said: “We introduced this innovation to selected partners last year. This year, we are expanding the distribution of Espresso Herbtini. For us, this product represents a quantum leap.”
Offering a blend of herbal bitter, espresso and vanilla, Espresso Herbtini is only the second product in the 178-year history of the company to bear the Underberg name and be presented in the signature 20ml bottle wrapped in straw paper.
The company has received positive feedback from global partners since the product’s travel retail launch in July, making it available at selected airports, ferries and border shops in the Nordic countries.
Kirscht added: “We are confident that this innovation will not only appeal to loyal customers but will also attract new consumer groups.”
Another key product to be exhibited at Cannes is the Pitú 0.0%, designed to meet the growing demand for alcohol-free alternatives and ready-to-drink products, particularly among Gen Z consumers.
Caipi experts at Pitú have noted a similar effect following the launch of Pitú 0.0%, the first alcohol-free Cachaça, in late 2023.
Mempel said: “Not only are we the number one in Germany in the Cachaça segment, with a market share of 87.2%; we are also the market leader in this category across Europe. We intend to further expand this position.
“The alcohol-free variant, which is almost indistinguishable from the original in taste, is very helpful in achieving this. Generation Z consumes spirits differently, and Pitú 0.0% fits perfectly into this trend.”
In addition to both alcoholic and alcohol-free Cachaça, the base for the classic Caipirinha cocktail, Underberg will roll out three ready-to-drink cans. These are Premium Caipirinha, Passionfruit Caipirinha and an alcohol-free version.
Kirscht described these ready-to-drink cans as ideal for convenience stores and onboard retail consumption.
Austrian cult brand Stroh Rum has made its travel retail debut under the Underberg Group umbrella. Kirscht said: “Stroh Rum is the most famous Austrian spirit worldwide and immediately evokes memories of hot chocolate and grog on ski holidays or delicious Austrian desserts.
“When we also consider our brands Gurktaler and Rossbacher, no one embodies the alpine spirits landscape as comprehensively as Underberg.” ✈
