ECKES Liqueurs Wins the 2026 German Brand Award
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At the prestigious German Brand Award in late June 2026, ECKES was named the “Winner” in the category “Excellence in Brand Strategy and Creation – Brand Design – Product Brand” for its brand relaunch. Among other things, the jury was impressed by the brand’s repositioning as a contemporary beverage range.
Initiated by the German Design Council, the German Brand Award has been presented since 2016. It is one of the most important awards for holistic brand management in the German-speaking world, sets new standards, and provides solutions to the challenges of brand management. The award is highly regarded by both national and international companies as well as brand experts. This year, there were a total of 1,676 participants from 18 countries. The German Brand Award is divided into two disciplines: “Excellent Brands” honors the best product and corporate brands within their respective industries. “Excellence in Brand Strategy and Creation” recognizes outstanding campaigns, concepts, and strategies across various disciplines. In this category, ECKES received the coveted “Winner” award for its compelling brand relaunch in the fall of 2024.
Jury’s Rationale
The 17-member international expert jury explained its decision as follows: “Starting from a perception that was heavily focused on cherry liqueur, ECKES has reimagined the brand as a contemporary drink range. The positioning—centered on everyday moments of enjoyment—remains true to the brand’s heritage while also opening the door to new target groups. In the product presentation, the nuanced color palette provides clarity within the lineup without compromising the iconic bottle. The fact that communication, limited editions, and activation consistently carry this approach forward makes the repositioning in the market plausible and measurable.”
The ECKES Relaunch
A step into the modern era—that was not only the wish of the brand owner, Nordbrand Nordhausen, but also that of ECKES consumers. An extensive baseline study* of the brand revealed that while ECKES liqueurs are very popular and widely enjoyed, they are not typically expected to be found in a modern home bar. The result of the makeover is impressive: the brand’s entire identity now presents itself as high-quality, contemporary, and attractive. The iconic bottle’s shape was slightly modified, giving it a slightly more streamlined look and a new, modern embossed design. The eye-catching labels—featuring the new ECKES logo, high-quality finishes, and large visuals—present the brand in a premium way with exceptional appeal. These elements also won over the expert jury.
