Underberg’s Asia deal increases its footprint beyond the Europe

German drinks company Underberg has secured a deal with Asia-based travel retailer King Power, giving its brands an extra push in the region.

Speaking to the drinks business this week, Underberg head of sales global travel retail Thomas Kirscht said: “We are a very traditional German company and Underberg itself is 77 years young and our plan is to increase our international footprint beyond the European market with Underberg, but also with our other brands. That is why being available with King Power has come at a good time.”

Kirscht pointed out how, for the roaming consumer, brand loyalty is still a big factor and stated that the Underberg brand continues to be popular and relevant because “it is iconic” and “has been available via the travel retail market for a very long time.”

According to Kirscht, Underberg is “really, a well-being product” indicating that this is why it is often “placed at the cash tills in airports” because “we add to every retailer’s turnover because we are always that additional purchase”.

Kirscht told db how Underberg is renowned for being “great after consuming hearty plates of food” and suggests that people have grown to rely on it. He explained: “Travellers buy Underberg because they want something after a good meal. We have such a huge fan-base for this brand and this is mainly because we are seen as a well-being product.”

Kirscht added: “Our popular Underberg brand has just been listed with King Power, but also our other brand XuXu – a strawberry vodka drink that is very popular in Eastern Europe and is made from fresh strawberries” and explained “what some of our customers don’t know is that it doesn’t have a ‘best before’ date on the bottle anymore because we improved our production process” so hinted that this gives the drink an added advantage in the market and in travel retail since it can be listed for a long time “without the quality being affected”.