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<p> The family-owned Underberg company, headquartered in Switzerland, has successfully produced and marketed spirits for more than 165 years. Dr. Hubertine Underberg-Ruder, fifth generation President of the Board, describes how the mediumsized company keeps growing responsibly and effectively in the heavily regulated spirits market and how they tackle global challenges.</p>
</abstract>

The family-owned Underberg company, headquartered in Switzerland, has successfully produced and marketed spirits for more than 165 years. Dr. Hubertine Underberg-Ruder, fifth generation President of the Board, describes how the mediumsized company keeps growing responsibly and effectively in the heavily regulated spirits market and how they tackle global challenges.

MIR TALKS TO HUBERTINE UNDERBERG-RUDER, PRESIDENT OF THE BOARD OF DIRECTORS, UNDERBERG AG

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The family-owned Underberg company, headquartered in Switzerland, has successfully produced and marketed spirits for more than 165 years. Dr. Hubertine...

MIR TALKS TO HUBERTINE UNDERBERG-RUDER, PRESIDENT OF THE BOARD OF DIRECTORS, UNDERBERG AG

Published Online: Jul 19, 2014

Page range: 54 - 60

DOI: https://doi.org/10.2478/gfkmir-2014-0049

Keywords
Underberg, spirits, economic crisis, innovation, marketing intelligence, branding, medium sized, Interview

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

MIR TALKS TO HUBERTINE UNDERBERG-RUDER, PRESIDENT OF THE BOARD OF DIRECTORS, UNDERBERG AG

Published Online: Jul 19, 2014

Page range: 54 - 60

DOI: https://doi.org/10.2478/gfkmir-2014-0049

KeywordsUnderberg, spirits, economic crisis, innovation, marketing intelligence, branding, medium sized, Interview

© 2014

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Underberg, spirits, economic crisis, innovation, marketing intelligence, branding, medium sized, Interview