Underberg AG

Underberg AG is a company with a 175 years long tradition.


The company was founded in 1846 by Hubert Underberg I and his wife Katharina Albrecht and up to this day is still owned by the family. The headquarters of Underberg, built between 1869 and 1874, still exists today.


Underberg is also the name of a traditional bitter that is currently celebrating its 175th anniversary. In the celebratory year, the icon of the brand underwent a comprehensive transformation – a fusion of tradition and modern under the motto “PopArt meets German Romanticism”.


In 1999, the company first acquired a 50% stake in the Asbach distillery based in Rüdesheim on the Rhine, the other half being owned by the Dutch company Bols Royal. Asbach has been fully owned by Underberg since 2002.


The Underberg Group not only successfully sells its products in over 100 countries around the world, but also brings international beverage trends to Germany, as evidenced by the PITÚ brand – an original Brazilian rum that is the market leader among rums in Germany.


In addition to its own brands Underberg, Asbach, PITÚ, the group’s portfolio includes well-known distribution brands such as Zwack Unicum, Rossbacher, Southern Comfort…