Underberg, the Germany-based herbal liqueur company, is to handle more of Anora Group’s brands in the market.
Since 2020, Underberg has distributed Anora’s Koskenkorva vodka in Germany. From this week, Koskenkorva has been joined by aquavit brands Linie, Malteserkreuz Aalborg Jubiläums, plus and bitters brand Gammel Dansk.
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Underberg’s distribution subsidiary Diversa Spezialitäten is handling the distribution of the brands in Germany’s off- and on-premise.
“After the German launch and the successful establishment of our sustainable Finnish premium vodka Koskenkorva in cooperation with Diversa Spezialitäten GmbH, the next logical step is to build on this and also transfer the distribution rights for our large aquavit portfolio on the German market to the Underberg Group,” Christoph Bickel, the MD of Anora’s business in Germany, said.
“We can build on existing structures here, use synergies and are pleased about the expanded sales responsibility for our excellent aquavit brands,” added Bickel.
Underberg, a company that dates back to 1846, sells its products in Germany and in international markets including the Netherlands, Russia, Belgium, Brazil and the US.
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By GlobalDataIn February, Underberg said it would not be refinancing its 2018/2024 bond as the group looks to reduce its debt liabilities and grow its international business. The bond, worth €10m ($10.7m), wre due to be redeemed in March through capital provided by shareholders of the privately owned company and the Underberg family itself.
Underberg has sought growth through product development, a focus on modernising its range and expanding into international markets.
A team has been established to focus on both the Scandinavian and Brazilian markets, while the group states that it is also pushing into African and Asian markets. The group’s international sales increased by 12.7% last year.
Last year, Underberg launched Underberg Espresso Herbtini liqueur – the first product to be launched under its namesake brand in 177 years. Espresso Herbtini has an abv of 27% and is being released as a limited edition in the German market.
In January, Anora announced a round of job cuts in a bid to generate savings of €3-4m. Some 37 roles were axed.
