Underberg news round-up

By Caroline Sargent |

News from Underberg AG for TFWA Cannes includes their fourth consecutive partnership with The Oktoberfest beer festival, now an international celebration of German beer and its pub culture.


The German herbal digestive, ideally consumed ‘after a good meal’ is made by blending a selection of fine herbs from 43 countries with premium-quality 44% vol alcohol and is said to be the perfect complement to beer.


In 2011 Underberg participated at Oktoberfest activities in major cities like Copenhagen, London, San Francisco, Sao Paulo, Stockholm and Tokyo and is planning to extend its reach through 2014 with upright display cases, sampling and sales of its five portion packs, containing individual serves wrapped in straw coloured paper.


Anniversary gift tin

The collectible Underberg gift tin turns 10 years old in 2015 and the next edition will celebrate all that is great about The Netherlands. Designed to showcase the culture and culinary tastes of a different country each year, the Dutch tin will feature four of its famous cities on each side: Amsterdam, Rotterdam, Aalsmeer and Zeeland.


Containing 12 individual portion bottles of the Underberg digestive, the limited edition tin offers great gifting potential to travellers and retailers alike.


Tops & More campaign really is tops

Having first launched its Tops & More loyalty programme 10 years ago, Underberg reports it has become the brand’s most successful consumer campaign in its long 168 year history.


Underberg drinkers have been able to exchange bottle tops for a range of attractive gifts from the Underberg Collection, including the famous tall glass and diecast Underberg model truck.


Currently one bottle top is collected every three seconds, 24 hours a day, seven days a week. The redemption scheme is set to continue until 31 December 2018.

Middle East

MEADFA Conference 2024 ‘heading to Abu Dhabi on 17-19 November’

This year’s Middle East & Africa Duty Free Association (MEADFA) Conference will take...


DFWC Q1 2024 KPI Monitor indicates rise in duty free impulse purchases

Impulse purchasing within global duty free is on the rise, according to the latest Duty Free...

Asia & Pacific

Avolta details “bold and ambitious” goals to grow its APAC business

With a number of key developments coming to fruition, including its operations at Wuhan Tianhe...

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