It was 17 June 1846 when Hubert Underberg married Catharina Albrecht at the age of 29. On the same day, the couple founded the company Hubert Underberg-Albrecht in Rheinberg on the Lower Rhine.
Today, 165 years after the company was founded, the fortunes of these Rheinberg herbs are still managed in the fourth and fifth generation of this family-run business by Emil Underberg and daughter Dr. Hubertine Underberg-Ruder.
Underberg fans can view the following activities and surprises on offer during the anniversary year here…
To celebrate the 165th anniversary of the company and brand, Underberg has planned a number of extraordinary campaigns: for example, just in time for the holiday season – under the motto “Underberg wishes you a pleasant trip”, there will be a limited edition of themed packs.
In addition, there will be a limited number of Underberg “Herbal boxes” containing a voucher for twelve single bottles which can be used as part of the “Tops & More” loyalty programme.
“Tops & More” also plays an important role in all promotions during the anniversary year and as a special highlight for bottle top collectors – since 17 June 2011, there are three new attractive prizes: the original Underberg “165 year edition” bi-colour designer tall glass, a nostalgic block of postcards and metal signs with seven historic Underberg advertising motifs.
Under the patronage of the herbal digestif Underberg and on the recommendation of Gault Millau, the 25th “Gourmet of the Year” award was presented on 6 May 2011. The State Opera Director Dominique Meyer now proudly holds this title. As part of a gala dinner at the restaurant Le Loft, the native Alsatian received the award from the Underberg family and Mr and Mrs Hohenlohe.
In a laudatory speech - given by Kammerschauspieler Otto Schenk – Meyer’s services to the “City of pleasure Vienna” were honoured in particular on the music side. It is the only city in the world after which a certain type of cuisine is named, the world famous “Viennese cuisine”. Guests included the high clergy Reverend Toni Faber as well as the Members of Parliament Maria Rauch-Kallat and Ferry Maier, Sacher CEO Elisabeth Gürtler, Raiffeisen Advocate-General Christian Konrad, REWE CEO Frank Hensel, Schlumberger Managing Directors Herbert Jagersberger and Wolfgang Spiller as well as the Gault Millau Publishers Karl and Martina Hohenlohe. The entrepreneurial family and host were represented by Christiane Underberg and Hubertine Underberg-Ruder. The “Gourmet of the Year” award has been presented for the past 25 years to personalities in the public eye (culture, politics, economy) for their special services to Austrian culture, mainly for food and wine.
Underberg is celebrating its 165th anniversary this year. At the same time, we in Denmark can look back on a long history: 150 years ago, Underberg was introduced to Denmark.
The Rheinberg digestif, which is available in more than 100 countries worldwide, has had a following of Danish Underberg fans for a long time. Danes have an affinity with herbal spirits, in particular Underberg. The power of the selected herbs from 43 countries and the soothing effect of Underberg has been appreciated by the Danes for 150 years. Compared internationally, Danish Underberg fans are the most loyal in terms of per-capita consumption and emotional loyalty to the brand. Every day, we receive from Denmark numerous bottle tops that are exchanged for valuable gifts. The most popular gifts in Denmark are Underberg tall glasses and the original Underberg herbal truck with trailer.
On 8 June, on the occasion of both anniversaries, an anniversary celebration was held with the Underberg family in Copenhagen at the famous Tivoli Park. A highlight for the guests was an old-timer – a life-size model of the famous Underberg herbal truck.
Underberg based in Rheinberg, North-Rhine Westphalia, can this year look back on 165 years of successful company and brand history: on 17 June 1846, Hubert Underberg (I) founded the company “H. Underberg-Albrecht”, the nucleus for a company group that today operates internationally with its drinks brands and is a premium supplier to the respective market segments.
On 15 June - two days before the official anniversary – at a press conference, the Underberg old-timer – a life-size model of the Underberg herbal truck was presented in the herb garden at head office. The vintage Opel had been painstakingly restored in recent months and weeks and will be used as a focal point in future events.
Beer festivals are not only very popular in Munich. In the meantime, more than 300 small and large beer festivals are held throughout Germany. Beer festivals are also highly popular internationally
In addition to traditional music and cool beer, no real beer tent can be without good German food including meat loaf, knuckle of pork or other specialities. And after a sumptuous meal, the soothing effect of an Underberg is essential. Our Underberg hostesses dressed in traditional German dirndls offer beer festival visitors an Underberg after their meal. Whether in Wesel on the Lower Rhine, Japan or Switzerland - Underberg is the perfect end to a good meal!