Experience the Excitement of Introducing New Tastes to Consumers!
On a crisp morning years ago, a man with a heart full of dreams and a glittering determination loaded a few cases of beer into the trunk of his car. Driven by passion and a belief in the power of connection, he began visiting small distributors, not just to sell, but to build relationships rooted in trust and shared ambition. That man is Andreas Herb, now the Founder and CEO of MBG International Premium Brands GmbH, whose journey from those humble beginnings has become a testament to vision, perseverance, and an unwavering commitment to excellence.
Andreas has transformed MBG into a global leader in premium beverages, blending innovation with authenticity. Guided by a genuine desire to tell stories that resonate, he has infused every brand under MBG’s portfolio with its own identity, creating meaningful connections with consumers. His glittering presence and heartfelt leadership inspired a culture of creativity and experimentation, propelling the company toward a legacy of success.
Let us learn more about his journey:
From Passion to Portfolio
MBG International Premium Brands GmbH was born from Andreas’s passion for beverages and entrepreneurship. After completing a banking apprenticeship, Andreas took a bold leap of faith to start his own venture. In the early days, he drew inspiration from niche products unavailable in Germany, such as imported beers and unique beverages.
With just a few cases of beer loaded into the trunk of his car, Andreas began building relationships with small distributors, gradually expanding the company’s portfolio. His foundational vision was to introduce innovative, high-quality products to the market while placing a strong emphasis on branding and marketing excellence.
Driving Global Innovation with Entrepreneurial Spirit
Andreas envisions MBG as a global leader in beverage innovation while preserving its distinctive entrepreneurial spirit. His long-term strategy focuses on expanding the company’s international presence in key markets like the UAE, India, and Spain, while continuing to nurture and grow core brands such as Effect Energy and Salitos. To align with this vision, Andreas emphasizes the importance of communication and collaboration within the organization.
Each year, an international kick-off meeting brings the team together to align goals, share updates, and reinforce strategies. Beyond that, MBG maintains ongoing transparency and engagement through tools like SharePoint (News), ensuring that every team member stays informed and inspired. Under Andreas’s leadership, this open and inclusive approach empowers employees to contribute creatively and collaboratively to the company’s shared objectives, driving MBG toward its ambitious global goals.
The Power of Innovation, Branding, and Market Insight
The remarkable success of MBG’s brands is rooted in a powerful blend of strong branding, innovative marketing, and an unwavering commitment to quality. For instance, effect® Energy Drink carved out its place in the competitive energy drink market by offering a distinctive taste paired with sleek, modern design. While Three Sixty Vodka was instrumental in MBG’s early achievements, the company has since transitioned to its new vodka brand, 9 MILE Vodka. This brand has rapidly gained momentum, thanks to its unique character and strong market presence.
MBG’s success is further bolstered by a profound understanding of consumer preferences and a strategic approach to partnerships. Under Andreas’s leadership, the company continues to innovate and adapt, ensuring its brands resonate deeply with audiences while staying ahead in the ever-evolving beverage market.
Strategic Approach to Differentiation and Consumer Engagement
MBG’s success lies in its commitment to differentiation and storytelling, where each brand is crafted with a unique identity and narrative designed to resonate with its target audience. The company prioritizes experiential marketing, leveraging social media and influencer partnerships to deepen connections with consumers.
Collaborations with music artists and sponsorships of high-profile events have been pivotal in elevating MBG’s brand presence. By continuously analyzing market trends and adapting strategies, MBG stays ahead of industry shifts, ensuring its relevance and competitive edge.
Innovation forms the backbone of MBG’s product development strategy. The company embraces emerging trends, such as non-alcoholic beverages and unique flavor combinations, while experimenting with unconventional packaging and creating niche products like premium tonic waters and tequila-flavored beers. This agile and bold approach enables MBG to maintain a dynamic, fresh portfolio that aligns with evolving consumer preferences and market demands.
Navigating Market Challenges
One example of a challenge faced by Andreas and his team at MBG was navigating the introduction of the Alcopop Tax in Germany, implemented in 2004. This tax added a fixed surcharge of 84 cents per 275ml bottle, significantly increasing prices for mixed alcoholic beverages and targeting youth consumption. For MBG’s former brand, Three Sixty Vodka, as well as its competitors, this resulted in a major market disruption in Germany. The increased cost made the product virtually unmarketable at the new price point, leading to the collapse of several brands.
Despite this setback caused by the German government, Andreas and his team took responsibility for their partners. To maintain strong and supportive relationships, they stepped in to assist their partners, who had already purchased the product. By taking back €800,000 worth of unsold stock and responsibly destroying it, they ensured that their partners were not left burdened by the sudden market shift. This collaborative approach not only strengthened their partnerships but also ensured the brand’s longevity despite the challenges posed by the Alcopop Tax.
Driving Innovation and Adaptability
Andreas and his team at MBG invest in continuous market research, foster close relationships with distributors, and actively engage with consumers through social media and events. They have built a culture of innovation within the company, encouraging employees to propose new ideas and experiment with different approaches.
This proactive mindset is grounded in a “fail and trial” philosophy; they embrace the opportunity to try new things, learn from failures, and iterate. Through testing and experimentation, they stay dynamic and creative in an ever-evolving industry, helping them anticipate and adapt to emerging trends.
MBG has dedicated teams for each brand, ensuring that quality and consistency are prioritized. At the same time, they allocate resources for R&D and market testing to explore new opportunities. In the beverage industry, it is essential to consistently test new ideas and monitor market reactions. MBG launches at least 10 new products annually to maintain innovation and adaptability.
While this strategy allows them to stay ahead, they are also mindful of external factors, such as regulatory changes. For instance, the upcoming deposit legislation in several European countries in 2025 will have significant implications for their operations. To maintain a balanced portfolio, they continuously assess which products may need to be phased out to prevent over-expansion and ensure sustainability.
This equilibrium is vital, as the beverage industry demands flexibility; what is popular today may be irrelevant tomorrow. Regulatory changes, such as deposit schemes, further shape the market, requiring MBG to remain agile and responsive.
Building Emotional Connections and Innovation
For Andreas and his team at MBG, effective marketing revolves around creating an emotional connection with consumers. Storytelling, experiential campaigns, and leveraging social media play pivotal roles in this strategy. Sponsoring high-profile events, collaborating with influencers, and offering unique, Instagrammable experiences have been particularly successful. Additionally, focusing on packaging and design ensures that their products stand out on the shelves.
Vision, resilience, and adaptability are essential qualities for success. As leaders, Andreas and his team must also be exceptional communicators and decision-makers with a deep understanding of market dynamics. Creativity and a willingness to take calculated risks are equally vital in such a competitive industry.
Strategic Vision for the Future
For Andreas and his team at MBG, the future lies in expanding their global presence while continuing to innovate and diversify. They aim to strengthen their foothold in emerging markets such as India and the UAE, capitalizing on their growth potential. Additionally, they are focusing on adapting to shifting consumer behaviors, such as the decline in traditional nightclub attendance and reduced alcohol consumption among younger generations.
While strengthening their core markets, they are also prioritizing the development of a robust digital presence through e-commerce initiatives. This includes a strong focus on platforms like Amazon and other online retailers, as well as launching their own online shops, such as mbg-amberroom.com and ninety three.shop, to directly engage with customers and enhance their digital sales channels.
Words of Wisdom
Andreas advises aspiring entrepreneurs to stay persistent and focus on creating something unique. He emphasizes the importance of deeply understanding the target audience and being prepared to adapt quickly to changing market conditions. Building strong partnerships and investing in branding from day one are crucial steps for long-term success.
Above all, he stresses the importance of believing in your product and being ready to work tirelessly to make it a success.
