Underberg to receive new push in UK

underbergClassic German herbal digestif Underberg is to receive a new push in the UK after joining the portfolio of premium drinks company Love Drinks.

Taking over distribution from Halewood International, Love Drinks is to draw on the brand’s 167-year heritage and all-natural recipe of aromatic herbs from 43 countries.

Underberg, which is one of the leading spirits brands in Germany, is known for its 2cl bottles that come wrapped in brown straw-paper.

Love Drinks founder Kirsty Loveday said: “Love Drinks values quality brands with heritage and provenance. Underberg sits perfectly in our portfolio of unique premium brands.

“It is rated in the top three most recognisable brands in Germany and we expect to develop a heightened level of interest here in the UK. We look forward to igniting the trade with nostalgia only a historic brand like Underberg can offer.”

The secret recipe was developed in 1846 by Hubert Underberg, the founder of the company, and production continues to follow the motto of “Semper Idem”, meaning “always the same”.

With no added artificial sugar, it is made with only natural ingredients and has developed a cult following as a digestif among diners. It has an ABV of 44%.

Helmut Mager, area manager for Underberg AG, said: “We are delighted to have found such a focused, passionate and driven team in Love Drinks. Our greatest thanks go to Halewood International for the great work they have done over the past few years.

“We believe Love Drinks, with their knowledge within the premium on-trade and retail sectors, will cement Underberg’s reputation as the original and best single-serve herbal digestive on the market.”

Underberg will be distributed by Love Drinks from October 1. Established in 2007, Love Drinks represents Abelha Organic Cachaça, The Bitter Truth cocktail bitters and liqueurs, Einstök Icelandic craft beers, El Dorado Demerara rums, Gosling’s Black Seal rums, Hayman’s gins and Jefferson’s bourbons.

Previous Cocktail boom bigger than estimated, says Cellar Trends
Next Mount Gay to light up Rumfest with new-look Eclipse