World-Spirits Online Guide Abo – order now

Semper idem Underberg: A successful recipe with its own brands

The Underberg company is based in Rheinberg in North Rhine-Westphalia and has a history dating back more than 175 years – a unique success story among German companies and brands. Hubert Underberg (I) founded the company H. Underberg-Albrecht with his wife, Catharina Albrecht, on 17 June 1846 – their wedding day. This spawned an internationally active company group which is now a premium supplier of drinks brands in various market segments of the industry.

The one-product company was developed into a brand-oriented drinks business under the direction of Emil Underberg (II) with a sales volume of more than 300 million euros annually (2011). The Underberg companies employ over 400 staff worldwide. On average, more than every fourth bottle of the six biggest brands (Underberg, Asbach, PITÚ, XUXU, Grasovka and Riemerschmid) is sold outside of Germany.

Dr. Paul Underberg, the grandson of the company’s founder, was very cosmopolitan and had a natural passion for foreign cultures. He was particularly fascinated by the healing power of plants from the Amazon region. In 1933, he settled in Rio de Janeiro and started the production of ‘Underberg do Brasil’, which soon became Brazilian high society’s preferred drink.

At the World Spirits Award, there was double gold for Bio Underberg (World Spirits Award 2022 & Spirit of the Year 2022), and gold for Underberg.

Asbach: Together is best

This specialist spirit from Rüdesheim am Rhein has been successful for more than 125 years thanks to its strict philosophy about its brand and its quality. The proof is reflected in its 87% brand recognition and being distinguished as ‘Brand of the Century’. Extraordinary quality is guaranteed by an elaborate distillation method and lengthy storage of the distillates in Limousin oak in a unique cask store: over 20,000 casks contain more than 120 valuable brandies which are up to 65 years old. Asbach specialities are composed of up to 20 individual distillates of different ages.

The company dates back to 1892 when Hugo Asbach turned his back on his adopted homeland of France and fulfilled his dream of setting up his own company in Rüdesheim. He used his knowledge to create a product which was on a par with French cognac, yet at the same time paid special attention to German tastes. The product range has been extended several times during the company’s history. Since 2021, the Asbach brand has been using its well-known, traditional logo, but has kept the modern version of the labels from the year 2019.

The World Class Distillery 2022 received gold for Asbach Original aged 3 years, Asbach matured for 8 years, Asbach Selection 21 years and Asbach Uralt. Silver was awarded to Asbach matured for 15 years.

Roust Hungary: Affordable luxury on the spirits market

Roust was founded in 1992 by the Russian businessman Roustam Tariko and quickly developed into a leading business group in the sale of premium spirits brands. One of the world’s leading vodka producers, the company is present in more than 80 countries. Roust owns production plants and distribution centres in Hungary, Russia and Italy. The comprehensive portfolio includes the flagship vodka brands of Russian Standard, Green Mark, Parliament and Zhuravli.

Thanks to its extensive knowledge in sales and marketing and its commitment to responsible alcohol consumption, Roust Hungary has become the leading supplier on the domestic spirits market. The largest premium spirits company in Hungary also sells the Royal, Zubrówka, Russian Standard, Gancia, Grants, Jägermeister and Metaxa brands.

For years, Royal Vodka has maintained its position as the most popular and well-known vodka brand in Hungary, and also remains market leader in terms of volume and turnover. Royal Vodka is produced using natural ingredients, from the grain to the well water, which contributes to its mild taste.

At the World Spirits Award, there was gold for Royal Original Vodka, and bronze for Royal Raspberry Liqueur.