Yesterday, today and tomorrow
Alfred Schladerer
A story by
Armin Kyre
Collaboration with
Alfred Schladerer Alte Schwarzwälder Hausbrennerei GmbH
and
Münchrath Ideen + Medien
Who doesn’t recognise it? The square bottle with the Williams pear? Probably hardly anyone because this bottle is the brand par excellence for fruit brandies and spirits on the German market. Established in 1844 in Staufen in the Markgräflerland region of Germany, the distillery is now run by the sixth generation of the Schladerer family. Vollherbst has been in charge of printing Schladerer’s labels for years. The managing directors of the two companies have been friends for three generations and share the same values when it comes to origin, family and quality.
Vollherbst client manager Armin Kyre tells the story.
Step 01
Brand & Personality
The square bottle
from the Black Forest
Since 1844, the Schladerer distillery has been producing the highest quality fruit brandies and unique spirits under one brand. Despite a strong brand presence, the family has retained its involvement in the manufacturing of the brandies and spirits. Most of the hand-picked fruit used in the distillery come from the region where master distillers continue to hone their craft according to traditions and expertise gained over 175 years.
Schladerer is an established name in gastronomy, the trade and homes worldwide. Among the fruit for brandies and spirits, the Williams pear is the frontrunner. The pears ripen in the Markgräflerland region and Alpine valleys. Chilled fermentation preserves the intense, fruit-driven aromas with hints of mace, pepper and allspice notes.
Philipp Schladerer is the sixth generation of his family to run the company. New collections have been added to the Classics range that includes old favourites such as Black Forest Cherry and Sloe Brandy. The Fine Mild digestifs such as the Golden Apricot Brandy are in keeping with the trend to produce beverages with reduced alcohol content. The Heritage collection, launched in 2017, includes Gretchen Distilled Dry Gin, which is a tribute to Greta Schladerer whose husband Alfred specially created the recipe for her in 1947. “The Heritage collection has a great future,” Philipp says.
Step 02
Challenge
Never stop a
horse mid-gallop
The square Schladerer bottle is distinctive in the truest sense of the word. The family’s traditional wax seal at the base of the bottle neck is connected to the capsule with a thin cord. The coat of arms features a cross and postman’s horn. The distillery was founded by Sixtus Balthasar Schladerer who married the daughter of the Kreuz innkeeper in the town of Staufen, hence the cross. The inn became the postal link between the neighbouring towns, hence the postman’s horn.
The coat of arms is borne by a double-headed eagle with a sword, sceptre and crown. The eagle used to be the symbol of the Habsburg Empire. The labels each consist of the main label and two smaller labels, plus a highly embossed coat of arms and the wax seal. In 2012, the company decided it was time to change the label design, keeping in mind its motto: Never stop a horse mid-gallop, meaning caution should be used when changing a brand.
Vollherbst is our go-to,
especially for
wet-glue labels.Phillip Schladerer
Alfred Schladerer Alte Schwarzwälder Hausbrennerei GmbH
A coat of arms
with a tangible feel
Step 03
Solution
Less is more
The decision was made to use a new paper type for the labels and Tintoretto Crema Label fitted the requirements. “It’s also a natural paper like the paper for the original label, but it’s brighter and friendlier,” Armin says.
“It was also a cost issue and pragmatic decision,” Philipp adds. “Production with the original paper was very expensive.”
Print information
- Paper: Tintoretto Crema Label
- Finishing: Gold hot foil stamping, transparent hot foil stamping, reflief stamping
The messages on the labels also swapped places. Schladerer, being the brand name, moved to the top on the narrow label band, while the product designation, for example Alte Zwetschge, moved to the bottom. Some designations are finely embossed into the material with gold hot foil to discreetly emphasise them. The tangible relief embossing brings the coat of arms to life. Other elements such as the wax seal have remained unchanged. “We’ll always retain the genuine wax seal,” Philipp says. “It’s unique.Others have imitated it with stickers but it’s not the same. The colours of the lacquer and capsules have however become friendlier.”
The dark Bordeaux red for the Kirschwasser, for example, has been exchanged for a friendly cherry red.
How have long-time customers reacted to the changes? “To be honest, they didn’t even notice,” Philipp says with a laugh. “We seem to have firmly entrenched customer patterns. It was only when we pointed out the changes to our customers that they registered the details. That’s important and right for this relaunch.” Another relaunch is coming soon and this time Schladerer intends going further.
Step 04
Personal Touch
Family ties
The collaboration between Schladerer and Vollherbst spans at least three generations of both families. “It seems it’s been going on forever,” Philipp says. “Vollherbst is our go-to print house, especially for wet-glue labels.” It’s only a 30-minute drive from the Schladerer distillery in Staufen to Endingen where Vollherbst is based. Coordination and print approval almost always take place on site. “It’s so close, it’s no trouble. And even if we have a problem in-house, it’s quick for Armin to get to us.”
Besides having a long-standing business relationship, the Schladerer and Vollherbst families are also personal friends. “Dr Franz-Josef Vollherbst was a close friend of my father’s, and a close confidant and advisor of mine from the beginning,” Philipp says. “The friendly cooperation between our companies has continued seamlessly with Matthias.”
„The challenge of the classic product line lies in constantly but carefully developing it further, because it represents the DNA of Schladerer: square bottle, origin, manufactory character. And of course we are proud to be able to accompany such a great brand as a service provider here in the southwest of Germany. The mutual appreciation of all employees of Schladerer, Vollherbst and Münchrath speaks for itself."
Axel Münchrath
Managing Director
Münchrath / Ideen+Medien
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