Asbach, Hugo

Entrepreneur

Born: 01.05.1868 in Cologne

died: 24.07.1935 in Rüdesheim

The son of a cellar master, he completed a commercial apprenticeship at the Cologne "Export-Compagnie für dt. Cognac, vormals J. Krayn & Co." and expanded his knowledge of wine distilling in France. Back in Germany, he founded the company "Asbach & Co." in Rüdesheim in 1892.

Using the knowledge he had acquired from the French master distillers, he wanted to create a product that was on a par with French cognac. The result was launched on the market as "Rüdesheimer Cognac".

Just ten years later, Asbach coined the term "brandy" for his brandies. In 1905, the wine merchant Albert Sturm joined the company as a partner; the name was now "Großetablissement der Cognac-Industrie Asbach & Co". On November 11, 1907, "Weinbrand" was registered at the patent office. This was followed a year later by the registration of "Asbach Uralt" as a trademark. The relevant Reichstag committee consulted Asbach as an expert in 1917 when the "Law on the Brandy Monopoly" was being discussed.

After the First World War, at the request of the French, the Allies obliged the Germans to ban misleading designations of origin in the Treaty of Versailles. A "Cognac" produced in Germany was no longer allowed to bear this name. In 1923, the neologism "Deutscher Weinbrand" (German brandy), which goes back to Asbach, was therefore used in the German wine law. The trade association of producers was also forced to change its name. Asbach was chairman of the "Association of German Wine Distilleries" from 1917 until his death.

In 1924, he invented brandy chocolates filled with alcohol as a new product. Rüdesheim coffee and espresso were added later. In 1937, the advertising slogan "In Asbach-Uralt is the spirit of wine" was invented, which is still used today.

Asbach was a member of the board of the Reich Association of German Industry. From 1925-33 he was President of the Chamber of Industry and Commerce in Wiesbaden.