Asbach Uralt
Asbach is the brand name of the oldest German wine brands, named after the company's owner, Hugo Asbach, Rudesheim am Rhein an " Export Company for German Cognac " founded in 1892. The Asbach GmbH is certified according to several corporate sales now a subsidiary of Semper idem Underberg GmbH.
History
Hugo Asbach was distiller by trade and had lived some time in France, before he set up his practice in Germany. His goal was to produce German Cognac, which is the French equivalent products. The products were first marketed as " Rüdesheim Cognac " on the market. The company was initially a family, before 1905, the wine merchant Albert Storm entered as a shareholder. 1907 invented the term Asbach brandy as a German name for cognac and let him just as the name Asbach ancient than Trademarks Enter the Patent Office, where ancient standing for long maturation of the wine. Asbach used the term " brandy " at first only in addition, since the term consumers yes was still unknown and spoke of " Brandy Cognac ". Even before the First World War was in displaying the "old German Cognac " is mentioned.
However, after the World War, the Versailles Treaty prohibited the German manufacturers expressly to continue to use the name Cognac.
In an ad that appeared in The Merry leaves on April 21, 1921 Hugo Asbach commented on the final name change: "The French Cognac industry likes to indulge the hope that as a result of the competition of the German wine distillery will eliminated. This hope will be disappointed. The pre-existing bias of the German consumer for all exotic space has also made with respect to the cognacs a better insight. Thus millions for the German economy will be preserved that would otherwise go useless abroad. "
This brandy was in Germany for the general concept. In 1923 he was admitted to the German wine law.
1924 Asbach then invented a new product, the brandy -filled chocolates with alcohol filling, which were designed primarily for female customers, the otherwise did not drink brandy. The chocolates were, however, accepted by men soon. In 1937, the slogan was in Asbach- Uralt the spirit of wine is invented, which is used to this day.
Hugo Asbach died in 1935, and his two sons Hermann and Rudolf and Franz Boltendahl took over the management.
As a result of the Second World War, the Asbach- production had to be stopped in 1943; it was only in 1950 resumed. In the 1950s, the company advertised on TV with the saying " If one so much good happens - that's a Asbach worth ", which remained unchanged for decades also.
In the 1980s, decreased sales figures, in 1991 the family sold the company to UK-based United Distillers, a subsidiary of Diageo Group. In 1999, Asbach then each have a 50 percent stake in Underberg and the Dutch company Royal Bols, which belonged until 2006 to Remy Cointreau. In 2002, Underberg then Asbach completely. In 2001, 5.4 million bottles of Asbach were sold in Germany alone. Current sales figures are not available.
Since 2002 Asbach has the distinction of Most trusted Brand ( trusted brand ) get awarded by the readers of Reader 's Digest in the area of spirits each year.
The Asbach brand is ancient in Germany so well known that the term " Asbach " in the colloquial language is often used in the form of a synonym for " ancient ". Since the end of 2011 is trying to " ancient " to break away from the brand associated with the attribute.