Underberg AG Celebrated 180 Years of Global Spirits
The company marked its anniversary at the TFWA World Exhibition with new releases and a travel-themed collectors' tin.
Updated on Sept. 29, 2026 in Cocktails
Live Poll
Do you support established brands modernizing their image to attract new customer groups?
Underberg AG has commemorated its 180th anniversary with a showcase at the TFWA World Exhibition in Cannes. The spirits company marked the milestone by unveiling a re-launched XUXU strawberry liqueur brand and a new travel-themed collectors' tin.
Why it matters
The milestone highlights the company's long-standing international reach, which has grown to include operations in 118 countries since 1860. The celebration underscores a period of strong financial performance, with international sales increasing by 9.1 percent in the last fiscal year.
Underberg AG operates in 118 countries and reported a 9.1 percent growth in international sales last fiscal year. Its XUXU brand relies heavily on overseas markets, which accounted for 76 percent of its total sales.
The players
Underberg AG
This German spirits producer is headquartered in Rheinberg and is internationally recognized for its signature herbal digestifs.
TFWA World Exhibition
This major global event held in Cannes serves as the primary trade showcase for the duty-free and travel retail industry.
The details
At the TFWA World Exhibition, the firm introduced a commemorative tin containing 15 single-serve 20ml bottles. Additionally, the company is highlighting its Underberg Espresso, which features an alcohol by volume content of 27 percent.
Timeline
Underberg AG was founded in 1846.
The company initiated its international expansion in 1860.
The 180th anniversary celebration took place during the week of September 29, 2026.
Culture Shift
The brand's 180-year legacy reflects the broader trend of European digestif makers successfully transitioning into modern global spirits brands. This shift is characterized by heavy reliance on diverse overseas markets, such as the US, Nordic states, and emerging regions like Ghana and Namibia.
Consumers in core markets, including the US, Switzerland, and Austria, can expect the new travel-themed collectors' tins to become available in select travel retail outlets. The relaunch of the XUXU brand signals a renewed push in distribution across these regions.
The takeaway
The company's longevity serves as a reminder of the enduring demand for traditional digestifs in the global market. Readers looking for unique bar items should note that the collectors' edition tins are typically designed specifically for the travel retail sector.
Further reading
For more information on the evolving spirits landscape, visit the Cocktails section.
Source note: This article includes information reported by DFNI.
Live Poll
Do you support established brands modernizing their image to attract new customer groups?
