Underberg, the Germany-based herbal liqueur company, is expanding its portfolio with the addition of Stroh rum.
The Austrian rum brand will be handled in Germany by Underberg’s distribution subsidiary Diversa Spezialitäten from 1 January. The additional brands include Stroh 80 Inländer Rum, Stroh 40 Inländer Rum and Stroh Jagertee.
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“We are convinced that together with the team at Sebastian Stroh Austria we can exploit the potential of this traditional Austrian brand even better in Germany,” Underberg CEO Thomas Mempel said.
“Two traditional companies have joined forces for this cooperation. Stroh is a very well-known and popular brand for which we see growth opportunities in Germany. It also complements the rum portfolio of Diversa Spezialitäten, so that we are even better positioned in this category.”
In June, Underberg took on more of the Anora Group’s portfolio. Since 2020, Underberg has distributed Anora’s Koskenkorva vodka in Germany. Koskenkorva has been joined by aquavit brands Linie, Malteserkreuz Aalborg Jubiläums, plus bitters brand Gammel Dansk since June.
Underberg, a company that dates back to 1846, sells its products in Germany and in international markets including the Netherlands, Russia, Belgium, Brazil and the US.
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By GlobalDataThe group has sought growth through product development, a focus on modernising its range and expanding into international markets.
Last year, Underberg launched Underberg Espresso Herbtini liqueur – the first product to be launched under its namesake brand in 177 years. Espresso Herbtini has an abv of 27% and is being released as a limited edition in the German market.
A team has been established to focus on both the Scandinavian and Brazilian markets, while the group states that it is also pushing into African and Asian markets. The group’s international sales increased by 12.7% last year.
In its financial year 2023/2024, Underberg posted sales of €142m ($155m), down from €145m. It reported an EBITDA of €12.8m, up from €11.6m.
