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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.

Senor Ron: A feast for the senses

In COVID-19 times, the yearning for lightheartedness and sociable togetherness has increased greatly among many people. This drove a few ‘crazy Berlin guys’, Steven-Peer Gattermann, Maik Thiele and Patrick Wiese, to launch a crazy project: offering the experience of the Caribbean ‘way of life’. Inspired by unforgettable sociable moments in the Caribbean, they wanted to redefine rum. They chose to move away from the ‘rather dusty image of old pirate stories’ towards a pure zest for life and an exotic and fruity taste experience. The USP of the product is its taste. It is not a classic rum or simple blend but an exclusive composition of select rums from the Caribbean with the natural aromas of fresh fruits.

Various rum blends, which are the raw ingredients, come from the Dominican Republic, and are then brought to Spain and stored in sherry barrels. Then they travel to the far north of Germany, for further processing near Flensburg, where they add the trademarked essence, developed over many years of work. It contains hints of mango, banana, pineapple and other fruits and is soaked in rum again. The process is finalised by filling into manually designed, white bottles with labels artistically created by hand.

At the World Spirits Award, Ron received silver.

Bimmerle: Know-how meets regionality and trend awareness

At the production site in the Black Forest town of Sasbach, which was opened in 2015, this family business sets innovative standards in technology, sustainability and environmental protection. For the last five decades, Bimmerle has strived for the highest quality, with focussed know-how, modern high-tech and the traditional art of distilling. This is the first distillery in Germany where all the heating requirements and power generation are covered by the burning of fruit stones combined with woodchips from the region.

In Germany and on the European market, Bimmerle is a leader in the fruit brandies sector with the Lörch brand. In order to make the ‘playground’ more interesting, the brand identity was modernised in 2024 and will be extended in 2025 by a fruit brandy range matured in wooden casks. Needle Black Forest Gin is among the top 5 most widely sold gins in Germany. The portfolio has been expanded since 2018 with WOOD STORK Spiced Rum and the EVERMANN Black Forest whiskies Theo & Wilhelm introduced in 2022. The Black Forest distillery has enriched the liqueur and aperitif market with as many as five exciting creations under the DON PASQUALE brand.

The World Class Distillery 2025 & Distillery of the Year 2025 – Bronze (Bitters & Liqueurs) received Gold for Don Pasquale Limoncello Liqueur, Zünftler Waldhimbeergeist (wild raspberry spirit), Wood Stork Spiced Rum, Lörch Waldhimbeergeist (wild raspberry spirit), Lörch Vanillekipferl Sahnelikör (vanilla cream liqueur), Needle Gin Green, Don Pasquale Aperitif Bitter Liqueur, Don Pasquale Espresso Martini Liqueur, Don Pasquale Hazelnut Liqueur and Lörch Linzertorte Sahnelikör (Linzer tart cream liqueur). Silver was awarded to Kronenhof Alter Williams Christ Birnenbrand (pear brandy), Lörch Alte Williams Christ Birne (pear brandy), Zinselhof Alter Williams Christ Birnenbrand (pear brandy), Lörch Altes Schwarzwälder Zwetschgenwasser (damson spirit), Needle Blackforest Distilled Dry Gin, Needle Gin Rosé, Don Pasquale Pistachio Cream Liqueur, Lörch Bratapfel Sahnelikör (baked apple cream liqueur), Zünftler Alte Williams Christ Birne (pear brandy), Lörch Williams Spirituose im Holzfass gelagert (pear spirit aged in a wooden cask) and Lörch Marille Spirituose im Holzfass gelagert (apricot spirit aged in a wooden cask), and Bronze to Lörch Obst Spirituose im Holzfass gelagert (fruit spirit aged in a wooden cask).

Jim Beam Distillery – Bourbon straight on

Knob Creek is named after a rivulet in Kentucky, the home of President Abraham Lincoln. His steadfast attitude seems to serve as an example for this straightforward bourbon. The square ‘chemist’s bottle’ suits these traditional values perfectly, as does the striking label which is reminiscent of the old tradition of wrapping bottles in newspaper. To this day, a mixture of experience and craftsmanship is the recipe for success for the bourbon from Knob Creek.

The bourbon was at the peak of its success in 1919, when the nationwide prohibition of the sale, manufacture and transport of alcohol began – lasting until 1933. Following this, a new start was impossible for many distilleries; others couldn’t finance the customary long maturing process of the bourbon. This situation motivated Booker Noe to revive the traditional bourbon style from the time before the prohibition: rich in aroma, with discreet sweetness due to year-long maturation in strongly ‘toasted’ wooden barrels from American white oak. In 1950, he joined the family business – his mother was the daughter of Jim Beam, which meant bourbon was already in his blood – and completed his training as Master Distiller. With the small series of premium bourbon he launched, the term ‘batch’ (small) was established and revolutionised the industry. His son, Fred Noe, continues with this clear strategy: “I learnt the business from scratch, listened to my father and learnt on the job. I know what it means to make perfect bourbon. Each bottle is a reflection of my family.” Since 1992, the Knob Creek brand has represented these values with the perfect combination of tradition and top quality.

A golden trio was successful at the World Spirits Award: Knob Creek Rye Whiskey Small Batch, Knob Creek Single Barrel Reserve Bourbon and Knob Creek Straight Bourbon.