Underberg and Gebr. Heinemann drive consumer engagement with Espresso Herbtini travel retail debut

GERMANY. German herbal liquor brand Underberg has teamed up with Gebr. Heinemann for a travel retail activation, celebrating the launch of the Espresso Herbtini.

Running through the end of this month at four airports – Frankfurt, Düsseldorf, Hamburg and Copenhagen – the campaign reinforces the company’s strategic presence in the channel.

Semper idem Underberg AG Head of Sales Global Travel Retail Thomas Kirscht said, “It’s been a long time since we’ve had such a large-scale, high-profile airport presence. This demonstrates just how important GTR is to our company’s strategy and marks another milestone in our accelerated international expansion.”

High-visibility displays and experiential zones

To maximise brand visibility, eye-catching gondola-style promotional units have been installed at Düsseldorf, Frankfurt and Copenhagen airports.

The highlight of the campaign is at Hamburg Airport, where a 20sq m Spirit Stage creates a striking presence at the centre of the duty-free store.

The multi-sensory pop-up invites travellers to sample the new expression at a branded bar, aligning with the brand’s strategic ‘Liquid to Lips’ programme. The activation centres on product trial and consumer engagement, with the original Underberg also available upon request.

Adding a playful, interactive element, a Galton board invites participants to win exclusive items, most notably the popular bucket hat.

Semper idem Underberg AG International Product Manager Kilian Picolin said, “Especially, the bucket hat is popular. However, it’s only available with the purchase of two Underberg products.”

The company noted several strategic factors behind the decision to make Hamburg the focal point of the campaign, including its overlap with the OMR Festival 2025 as a key driver.

Underberg once again made a notable impact at the event, following successful appearances in 2023 and 2024.

Picolin said, “In addition, Hamburg Airport serves as a major hub for travellers from the Nordic countries – traditionally strong ‘bitters markets’ where Underberg enjoys one of the highest per-capita consumption rates.”

Semper idem Underberg AG Member of the Executive Board Thomas Mempel added, “We are currently experiencing double-digit growth in GTR, well above the market average. Underberg has always been a quintessential travel brand. As a German heritage product, it’s a popular souvenir at airports, and many travellers value Underberg as the perfect companion – particularly on trips to exotic destinations.”