Freedom to Choose...
... Award Winning Alcohol-free Spirits
We invited our client who got an Innobooster grant, the fast-growing startup, ISH Spirits to our Copenhagen office to be inspired by the founder Morten Sørensen. He is an impressive executer! From getting the basic idea to launching the first products in October 2018, he managed to do that within a year.
Morten made us some nice drinks while sharing some of his experience!
- How did you get the idea for ISH Spirits?
"Well, I created ISH Spirits after doing a 100-day alcohol-free challenge. Despite the short period of time, I realised several things. First of all, how limit options there were when craving for a familiar cocktail experience that did not taste like lemonade.”
"Moreover, I understood that there was an absolute need to turn the tables on the social norms of drinking. I wanted to put forward an alcohol-free option for those who do not always want to drink alcohol but appreciate the social aspects of enjoying a cocktail. Our products are therefore alternatives for the mindful drinker who also craves the same familiar flavours of cocktails with no- or low-alcohol, for any occasion, and most importantly – without compromise."
- According to you, what does it take to be a successful startup?
"Of course, you need to come up with a great idea that meets a gap in the market. Currently, there is a major trend in the non-alcoholic beverage market in many countries, and the market for non-alcoholic spirits is relatively new, which has given us a clear first mover advantage."
"Moreover, you need to be a good executer and display lots of courage! Set the bar high, have high ambitions and enjoy! In 2019, we won “the Danish championship in being the SME with the biggest growth potential". (The award for the most scalable company in Scale-Up Denmark 2019).
- How does the future look like for ISH Spirits?
"As you know of course, we received an InnoBooster grant in May 2020 and this means that we can move forward even faster with our plans."
"We will undoubtedly extend our product portfolio with many more non-alcohol alternatives. Additionally, we will keep improving the taste of our currents products to get as close as possible to the sensory characteristics like the flavour and mouthfeel of alcoholic spirits."
"So, look out and cheers!"
Nordic Innovators has been an outstanding partner who showed us how experienced and competent they are. During the entire process, we felt we were in good hands. Nordic Innovators was well structured and all our questions and requests were met immediately throughout its duration.
Morten Sørensen, Founder.
