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Schnapps by and for millennials
While Generation Z is a little more sober, millennials like a bit of fun. Millennials can have a bit of fun. Cocktails, wine and beer are part of the part of the party. A look at new approaches in the spirits market.
The Tastillery promises inspiration for connoisseursTastillery
In 2016, cousins Andreas and Waldemar Wegelin founded the online platform Tastillery. Customers were to be able to order whiskey, gin or rum tasting packages here. Tastillery was intended to be more than just a digital liquor shop; the founders wanted to provide inspiration and advice.
In 2017, they appeared on a German TV show with start-up pitches and investors. One investor was enthusiastic and wanted to invest EUR 100,000 in the start-up. However, the two founders declined. The tasting set idea developed further, Tastillery became an online shop for exclusive spirits – and also for its own alcoholic creations such as a gin perfume and a specially developed whiskey called "Cosmic Casks No. 2 Grapeverse".
In spring 2023, there was a thud: Waldemar Wegelin announced the insolvency of his company in a post on the LinkedIn career network. "We did everything we could to avoid this," he wrote. "In the end, it was short-term failed investor talks that spelt the Unfortunately not in time." In October, the news came that a buyer had been found for the insolvent company: Christian Braun, owner of a publishing company, took over Hamburg-based Tastillery along with the team and plans to continue running the company.end. A large-scale crowd investment campaign was also waiting in the wings.
During a road trip through the USA, the two founders August Ullrich and Philip Morsink came across the fascinating history of moonshine. Back home, they decided to revive the infamous drink of yesteryearO’Donnell Moonshine
Their idea didn't really take off in Cologne, so August Ullrich and Philip Morsink moved to Berlin in 2014 to found O'Donnell Moonshine GmbH and ... distilled spirits. Spirits based on wheat spirit. They call them moonshine, just like back in the days of prohibition in the USA in the 1920s and 30s. Moonshine. The producers sold it illegally or served it under the table in speakeasy bars. Even back then, moonshine spirit is said to have changed hands discreetly in mason jars. Ullrich and Morsink made the preserving jar their USP and have sold their O'Donnell spirit exclusively in such jars since the beginning.
Berlin venture capitalist Atlantic Food Labs and Döhler's investment vehicle, Döhler Ventures, invested in the company early on. In autumn 2020, entrepreneurial scion Christopher Schadeberg from the Krombacher family joined the start-up. O'Donnell generates a large part of its turnover by selling its spirits online – and no longer just in Germany.
Stella Strüfing loves gin, but doesn't want to consume high-proof spirits every day. To remedy this, she developed an alcohol-free alternative to juniper schnapps together with Christian ZimmermannLaori
Stella Strüfing, a business economist, and Christian Zimmermann, a food chemist, make spirits without alcohol. For people who like drinks, but not the feeling the next morning, as the founders say. Or who don't want to drink alcohol for many other good reasons. What began with a zero-percent gin has now grown into a colourful alcohol-free portfolio, and Laori also offers rum and Aperol without alcohol. To produce the spirits, the start-up uses a production process that is similar to perfume distillation, as the smell and flavour of gin or rum is recreated in a natural way. The herbs and spices used, the botanicals, are gently distilled using steam instead of alcohol.
The two founders started in Berlin in 2019. They also appeared on the start-up TV show and went home without an investor, but subsequently successfully negotiated with venture capitalists. The Berliners sell their products via their own online shop, but also at a luxury shopping centre in Berlin and in restaurants.
