Underberg's Secret Recipe and Bold New Espresso Herbtini Launch

Underberg, the renowned herbal bitter, has a long history of tradition and innovation. The company was founded in 1846 by Hubert Underberg, who established H. Underberg-Albrecht on the same day he married Catharina Albrecht. Its iconic products have remained true to the principle of Semper idem—always the same. Hubert Underberg’s original recipe, a secret blend of 43 herbs from 43 countries, has been guarded closely by the family for generations. The HUA logo and the Underberg name received official patents in 1894. In 1949, Emil Underberg I introduced the now-familiar 20-millilitre single-serving bottles to ensure the drink’s purity and prevent tampering.

The numbers 43, 44, 45, and 46 hold special meaning for the brand. They represent the 43 herbs in the recipe, the 44% alcohol content, the recommended 45-degree tilt for drinking, and the founding year, 1846. Today, Ludwig Ruder, a sixth-generation family member, along with clergy and relatives, continues to safeguard the recipe, regularly verifying it against the original.

Underberg’s leadership has evolved under Michael Söhlke, who became CEO in 2025. Together with Ruder, he is driving the company’s growth. In 2024, the brand launched its first new product in decades—Underberg Espresso Herbtini. The drink aligns naturally with espresso, offering the same small, potent, and intense qualities as the original bitter. The new Espresso Herbtini marks a significant milestone as the first product to carry the Underberg family name and core brand. It reflects the company’s commitment to innovation while maintaining its heritage. The family and its leadership continue to uphold the values of consistency and quality that have defined Underberg for nearly two centuries.