Jacob M. Goldberg, a pharmaceutical entrepreneur from Frankfurt, sought to create medicinal drinks. His goal was to create a remedy for tropical illnesses, but what he ended up creating was so much more. Following his emigration to northern India, he created products that soon found favour with British Colonial rulers.
To create the perfect, ready-to-drink lemonade, Jacob M. Goldberg added carbon dioxide. The result was a product which could be enjoyed by itself or mixed to create wonderful concoctions.
While he set out to create medicinal drinks, he ended up creating a recipe for a refreshing beverage that could be enjoyed by all. This, for obvious reasons, led to a change in Jacob’s business focus.
In fact, British Royal Navy seamen would open take their favourite gin and mix it with GOLDBERG lemonades to create a drink that is still featured on cocktail lists to this day.
As for the logo, the ‘hunting dog’ was chosen by Jacob M. Goldberg himself. He wanted a logo that symbolized the brand’s commitments to fidelity, speed, and high-performance. In addition to this, Jacob’s own self-imposed promise of loyalty to the service of his customers would also become a defining trait of the brand moving forward.