Austrian Rum Brand Stroh Partners With German Liqueur Undeberg to ‘Exploit the Potential’ in a New Market

German liqueur brand Underberg inked a distribution deal with the Austrian rum brand, Stroh. The brand will enter the German market. (Photo: Stroh/Facebook)

Just Drinks reported on Friday that the Austrian rum brand, Stroh, is joining the German liqueur brand and distributor Underberg with the intention of entering the German marketplace. Stroh will be adopted by Underberg’s distribution arm, Diversa Spezialitäten, starting in January.

“We are convinced that together with the team at Sebastian Stroh Austria we can exploit the potential of this traditional Austrian brand even better in Germany,” Underberg CEO Thomas Mempel said, according to Just Drinks.

Diversa Spezialitäten intends to distribute Stroh 80 Inländer Rum, Stroh 40 Inländer Rum and Stroh Jagertee. The Austrian rum brand’s signature is its baking spice-imbued profile, and the rum is often used in desserts and cakes.

“Two traditional companies have joined forces for this cooperation,” said Mempel. “Stroh is a very well-known and popular brand for which we see growth opportunities in Germany. It also complements the rum portfolio of Diversa Spezialitäten so that we are even better positioned in this category.”

Underberg focused on expanding its portfolio in June, according to Just Drinks. The brand brought on more spirits from the Anora Group, a Nordic distribution company. The German liqueur brand took on Anora’s aquavit portfolio, with the hopes of bringing it to the marketplace.

More About Stroh: A Distinctive Austrian Rum

According to Stroh, Sebastian Stroh is one of Austria’s oldest distilleries, and the brand’s flagship expression is Stroh 80 Inländer Rum.

The Austrian rum brand shared Stroh’s distinctively curved bottle design is a nod to American Prohibition, as those illegally partaking in liquor consumption would often keep their spirits close to their body in flasks to hide them from the authorities.

The brand describes Stroh 80 as an “icon” of Austrian liquor, and the rum is often used in baking because of its sweeter profile. Stroh additionally recommends using it for cocktails — and we have to say we agree.

Click here to read our review of Stroh 80, which is bottled at a roaring 160 proof.

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