Almdudler

Lore & Background

Almdudler was developed over three years and launched in 1957 by Viennese entrepreneur Erwin Klein. According to the company's website, the name derives from the phrase 'auf der Alm dudeln,' meaning '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 Almdudler through advertising and sponsorship at major sporting events, such as the 1976 Winter Olympics in Innsbruck. Since 1973, the Almdudler company has only functioned as a license supplier. The brand remains wholly owned by the Klein family, with Erwin Klein’s son Thomas serving as chairman of the parent company supervisory board.

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 wine-growing regions of Lower Austria and Burgenland, it is a popular mixer with locally produced red and white wines.

Reader's Guide

Almdudler holds a unique place in Austrian culture as a widely recognized non-alcoholic beverage, often called the 'national drink of Austria.' Its popularity is second only to Coca-Cola within the country, and nearly 99 percent of all Austrians know the brand. The drink's significance extends beyond simple refreshment; it was originally conceived as an alternative to alcoholic beverages and has since become a versatile mixer, used with beer (as Almradler) and with wine in certain regions. The brand's marketing has included sponsorship of the 1964 Winter Olympics and a famous advertising slogan: 'Wenn die kan Almdudler hab'n, geh i wieder ham' ('If they don't have any Almdudler I'm going home'). In 2017, American artist Mel Ramos created a painting for the brand's 60th anniversary, exhibited in the Vienna Museum of Art History. With over 80 million litres produced annually and growing export markets, Almdudler represents a successful Austrian family business that has maintained its identity while expanding internationally.

Did You Know?

• Almdudler was first produced in 1957 by Viennese entrepreneur Erwin Klein.
• The name comes from the phrase 'auf der Alm dudeln,' meaning 'yodeling in the (alpine) pasture.'
• Around 80 percent of all Austrians know the herbal soft drink.
• In 2017, American artist Mel Ramos created a painting for the brand's 60th anniversary titled 'Almdudler's Fabulous Blonde.'

Origins and the Klein Family Legacy

Almdudler traces its roots to a three-year development period that culminated in 1957, when Viennese entrepreneur Erwin Klein (1924–1983) brought the herbal carbonated drink to market. Klein reportedly drew the brand name from the colloquial Austrian phrase 'auf der Alm dudeln,' a playful reference to yodeling in alpine pastures. From the outset, the beverage was positioned not merely as a standalone refreshment but as a non-alcoholic alternative or a mixer to accompany alcoholic drinks. Klein understood the power of visibility and pushed the brand into the public eye through advertising campaigns and sponsorship of major sporting events, most notably the 1964 Winter Olympics in Innsbruck. Although Klein passed away in 1983, the company has remained wholly owned by his family. His son Thomas now chairs the supervisory board of the parent company, and Gerhard Schilling has served as managing director since 2004. Since 1973, the Almdudler company has operated primarily as a license supplier rather than a direct manufacturer, a structural shift that has allowed the brand to grow through partnerships while preserving family control.

A National Icon in a Bottle

The original Almdudler is a sweetened, carbonated drink built on herbal extracts, and its cultural standing in Austria is almost unmatched. It has been dubbed the 'national drink of Austria,' and within the country its popularity trails only that of Coca-Cola. Roughly 80 million litres are produced each year, a figure that underscores just how deeply the beverage is woven into everyday Austrian life. Nearly 99 percent of Austrians are familiar with the brand, and in the country's largest brand study it placed seventh overall. In the Brand Asset Valuator survey conducted by Young & Rubicam, respondents selected Almdudler as the sole Austrian beverage brand to crack the top ten. The product line has expanded well beyond the classic formula: a sugar-free light version, a still (uncarbonated) variant, and a 'g'spritzt' edition blended with carbonated mineral water all exist today. In Austria, a beer-mixed Radler called Almradler is also offered, while in the wine regions of Lower Austria and Burgenland the drink is a favoured mixer with local red and white wines.

Slogans, Sponsorships, and a Place in Art

Almdudler's marketing identity is anchored by one of Austria's most recognisable advertising slogans: 'Wenn die kan Almdudler hab'n, geh i wieder ham,' which translates to 'If they don't have any Almdudler, I'm going home.' The line captures a playful, almost defiant loyalty to the brand that resonates with everyday consumers. Beyond print and broadcast advertising, the brand has long leveraged high-profile sporting events to build visibility; Erwin Klein specifically sponsored the 1964 Winter Olympics in Innsbruck to put Almdudler in front of a wide audience. The brand's 60th anniversary in 2017 brought an unexpected artistic dimension: American figurative painter Mel Ramos created a work titled 'Almdudler's Fabulous Blonde,' which was exhibited at the Vienna Museum of Art History. The commission signalled that the drink had transcended its soft-drink origins to become a cultural symbol worthy of gallery walls. Together, the slogan, the Olympic sponsorship, and the Ramos painting illustrate how Almdudler has cultivated a brand identity that feels simultaneously folksy and aspirational, rooted in Austrian identity yet open to high-art interpretation.

From Vienna to the World

Although Almdudler is an Austrian creation, its distribution footprint stretches far beyond the Alps. The drink is currently bottled in five countries—Austria, Germany, Croatia, Belgium, and Switzerland—and exported to at least eight additional markets, including the Czech Republic, Slovakia, Hungary, the Netherlands, Romania, Australia, and the United States. In Germany, the Austrian family business Pfanner and the mineral water company Franken Brunnen have served as distribution partners since 2016, while in Switzerland the role is filled by Stardrinks AG, a subsidiary of Heineken Switzerland AG. These partnerships reflect the company's strategy of licensing the brand rather than manufacturing it directly, a model in place since 1973. Foreign sales have grown steadily: they accounted for 14 percent of total sales in 2010 and rose to 20 percent by 2014. For a brand whose name evokes alpine yodeling and whose slogan speaks of going home, the fact that a fifth of its output now reaches shelves on three continents speaks to a quiet but persistent international appeal.