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Hugo Asbach, merchant and distiller, founded Asbach & Co. in Rudesheim on the Rhine on 11th May, 1892. A legend is born as the then 24-year old sets up a business with just two stills.

Hermann Asbach, one of the three sons of Hugo Asbach, who is later become the owner of Asbach, is born in Rudesheim on March 18th, 1894. Expansion of the firm when the Albert Sturm family of wine merchants joins.

This gives the firm the economic means to produce a brandy able to prevail in the seemingly all-powerful competition from France. During World War I, it is decided in 1917 that Asbach Uralt cannot be supplied to private customers in order to guarantee the rations of the German navy. Only pharmacies can still be supplied.

Hugo Asbach dies at the age of 67 on July 24th, 1935. Following Hugo Asbach's death, his two sons Hermann and Rudolf Asbach and their uncle, Franz Boltendahl, take over management of the firm.

Asbach is one of the very first firms to use the new medium of television for its advertising. Everyone knows the slogan "Asbach Uralt - the perfect way to celebrate" and it becomes a household name. The firm of Asbach celebrates its 100th anniversary. A century in the service of enjoyment comes to an end.

The firm has every reason to celebrate as it looks back on its long tradition and forward to a new millennium. In March 2002, Semper idem Underberg AG acquire 100% of Asbach GmbH.