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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.

Pussanga: Inspired in South America, handmade in Germany

A liqueur as mysterious as its name: the recipe contains pomegranate, the love apple of mythology, ginger and chilli, cardamom, bourbon vanilla and aphrodisiac plants from South America with the Indian name Pussanga. The root was discovered by the natural product chemist Petra Spamer-Riether in the Peruvian jungle when she was collecting medicinal plants for a scientific project.

Pussanga is a high-proof liqueur: it is fruity, subtly spicy and slightly bitter. On its own, it is a high-quality digestif thanks to its high cardamom content, and it also offers many creative possibilities for extravagant cocktails and aperitifs. The spirit is produced by HS Heidelberg Spirits GmbH by hand at Gut Schwechow in Mecklenburg-West Pomerania. Following Petra Spamer-Riether’s recipe, the plants from all over the world are manually macerated in stages for 14 days, then filtered several times and stored. Each bottle is filled and labelled by hand. The fine liqueur was already one of the 100 most innovative spirits in the world at Cocktail Spirits Paris in 2015. Pussanga has now celebrated its tenth birthday, as a new batch with a balanced spiciness. There was a magnificent creation for the occasion: Tropical Negroni – Pussanga and rum. Over the past ten years, three more exceptional products have been created in the search for that special botanical: Schrödinger’s Cat Gin with catnip in 2017, Destiller’s Cut with clary sage in 2019 and Anna Famosa with peach and spicy roses in 2021. The Anna Famosa recipe dates from 1900 and is based on family botanical experience.

Pussanga won silver at the World Spirits Award.

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.