Brand Tone

Traditional & Authoritative, Confident & Unapologetic, Worldly & Natural, Functional & Beneficial, Playful & Social, Knowledgeable & Cultivated

Brand Values

• •Heritage & Tradition
• •Quality & Consistency (Semper Idem)
• •Natural Purity
• •Efficacy & Well-being
• •Uniqueness & Authenticity
• •Customer Loyalty & Engagement
• •Environmental Responsibility & Sustainability

Best Practices

• •Anchor in Heritage: Consistently weave in the brand's rich history (established 1846), German origins, and family stewardship. This builds credibility and a sense of enduring quality.
• •Champion "Semper Idem": Regularly reinforce the principle of unchanging quality and effect. This underscores the product's reliability and trusted formula.
• •Embrace the Boldness: Don't dilute the description of its potent and unique flavor. Position it as a mark of its natural power and effectiveness, using confident language like the brand’s own motto: "It cannot be explained; it must be experienced."
• •Own the "After a Good Meal" Occasion: Keep the messaging tightly focused on its primary use as a digestive aid following food consumption. Connect it to the enjoyment of meals, social gatherings, and resulting well-being.
• •Layer in Approachability (for US Market): While maintaining the core traditional and authoritative voice, incorporate a "playful" and "social, fun-loving attitude" in content targeting the American audience, as suggested by their marketing efforts. Highlight natural wellness and the enhancement of enjoyable experiences.

Social Perception

Loyal Devotees & Fans, Beverage Industry Professionals (e.g., Bartenders), New or Casual Consumers, Broader Public (specifically in the US)

Copy Examples

• •Headline: The Art of Digestion, Mastered Since 1846. Body: After a good meal, reach for the time-honored secret. Underberg’s unique blend of herbs from 43 countries offers more than taste – it’s a tradition of well-being. Unwrap your moment. Tags: #Underberg #Digestif #HerbalTradition #AfterAGoodMeal
• •Headline: That Full Feeling? There’s an Underberg for That. Body: Indulged a little? Underberg’s potent herbal bitters are precisely portioned to bring you natural digestive comfort. Experience the Rheinberg original. Tags: #HerbalDigestive #Wellbeing #UnderbergAmerica #PortionOfWellbeing
• •Headline: Bold. Bitter. Unmistakably Underberg. Body: We don’t do mild. Underberg is a complex burst of natural herbs, crafted for those who appreciate authentic taste and proven efficacy. It can’t be explained, it must be experienced. Tags: #UnderbergTaste #SecretRecipe #HerbalBitters #CultClassic
• •Headline: Elevate Your Feasts. Settle Your Stomach. Body: From weekend BBQs to family dinners, Underberg is the perfect companion. Enjoy life's flavorful moments, and let our natural digestive do the rest. Tags: #FoodieLife #DigestWell #UnderbergMoment #SocialSipping
• •Headline: More Than 175 Years in Every Bottle. Body: Each iconic Underberg is a piece of history, a commitment to quality (Semper Idem!), and a promise of natural digestive relief. Taste the legacy. Feel the tradition. Tags: #UnderbergHistory #SemperIdem #QualityHerbs #DigestiveHealth