Almdudler

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Bottles of Almdudler
Almdudler house, Vienna

Almdudler (German pronunciation: [ˈalmˌduːdlɐ] (About this soundlisten)) is the brand name of a popular carbonated soft drink from Austria.

Product[edit]

The original Almdudler is a sweetened carbonated beverage made of herbal extracts. Almdudler has been called the "national drink of Austria".[1] Its popularity in Austria is second only to Coca-Cola. About 80 million litres of the beverage are produced per year.

Almdudler is currently sold in original, light (sugar-free), "still" (uncarbonated), and g'spritzt (mixed with carbonated mineral water) versions. In Austria, a Radler variety (mixed with beer), is available as Almradler. In the wine-growing regions of Lower Austria and Burgenland, it is a popular mixer with locally produced red and white wines.

History[edit]

After three years of development, Almdudler was produced from 1957 by the Viennese entrepreneur Erwin Klein (1924–1983).[2] According to the company's website, he derived the name from the then-common phrase auf der Alm dudeln, which means "yodeling in the (alpine) pasture". The drink was originally created and marketed as an alternative to alcoholic beverages or as a mixer for alcoholic drinks.

Klein promoted the popularity of Almdudler through advertising and sponsoring at major sporting events, such as the 1964 Winter Olympics held in Innsbruck. Since 1973, the Almdudler company only functions as a license supplier.

The Austrian family business Pfanner and the mineral water company Franken Brunnen have been distribution partners in Germany since 2016, and Stardrinks AG (a subsidiary of Heineken Switzerland AG) in Switzerland. Because of the 60th anniversary of the brand in 2017, the American artist Mel Ramos created a painting with the name "Almdudler’s Fabulous Blonde".[3][4]

Marketing and distribution[edit]

Almdudler is currently bottled in Austria, Germany, Croatia, Belgium, and Switzerland. It is further exported to the Czech Republic, Slovakia, Hungary, the Netherlands, Romania, Australia, and the United States.

The Almdudler advertising messages succeeded in passing on a kind of Heimat emotion standing out from "global" beverages. The slogan of a widely known advertising campaign, in the local Austro-Bavarian dialect, has become a well-known phrase in Austria: Wenn de kan Oimdudla haum, geh' i wieda ham! (Standard German: Wenn die keinen Almdudler haben, gehe ich wieder heim! English: If they don't have Almdudler, I'll go back home!). This advertising concept was written by Creative Director Simon North, an Englishman.

In 2017, American figurative painter Mel Ramos created a painting for the brand's 60th anniversary entitled "Almdudler's Fabulous Blonde", which was exhibited in the Vienna Museum of Art History.[5][6]

Popularity[edit]

Nearly 99 percent of all Austrians know the herbal lemonade. Almdudler was ranked 7th in Austria's largest brand study. The so-called Brand Asset Valuator by the Young & Rubicam agency measures brand value from the consumer's point of view, and the 2000 respondents chose Almdudler as the only Austrian beverage brand among the top 10. Over 80 million liters of Almdudler are produced every year; 14 percent (as of 2010) and 20 percent (as of 2014) of total sales are bottled and sold in foreign markets.[7][8]

References[edit]

  1. ^ "Special Drinks". Taste of Austria.
  2. ^ Holzer, Anton (5 August 2006). "Eine Flasche Heimat". Wiener Zeitung (in German). Archived from the original on 2010-12-13. Retrieved 14 May 2010.
  3. ^ "Almdudler Pop Art zum 60. Geburtstag: Mel Ramos Gemälde im Kunsthistorischen Museum". OTS.at (in German). Retrieved 2021-09-24.
  4. ^ Gracht, Heiko A. von der (2008). The future of logistics : scenarios for 2025. Christopher Jahns, Inga-Lena Darkow (1st ed.). Wiesbaden: Gabler. ISBN 978-3-8349-9764-7. OCLC 272315461.
  5. ^ Almdudler Pop Art for the 60th birthday: Mel Ramos painting in the Vienna Museum of Art History Press release by Almdudler, 17th Oct. 2017 (in German)
  6. ^ Mel Ramos: The Definitive Catalogue Raisonné of Original Prints (pp. 196-197), Verlag für moderne Kunst, Vienna, Austria, 2019, ISBN 978-3-8349-1082-0.
  7. ^ "Wayback Machine". web.archive.org. 2014-12-20. Retrieved 2021-09-24. Cite uses generic title (help)
  8. ^ "Almdudler: Der Kräuterzwerg aus den Bergen | karriere.de". www.karriere.de (in German). Retrieved 2021-09-24.

External links[edit]