Everywhere where Vendl When the Munich startup appears and pitches its idea, it receives widespread approval. Vendl's innovation is as simple as it is obvious: a bottle that, when turned upside down, can also be used as a wheat beer glass. A wheat beer to go, so to speak. Despite the positive feedback, the path for the two founders, Dominique Felsch and Simon Nüesch, hasn't always been easy. We spoke with Simon Nüesch to find out what hurdles they faced, whether they ever considered giving up, and what's next.
Simon, can you briefly update us: Where is Vendl currently? When can we enjoy the first wheat beer from your bottle?
We've now produced an initial small sample series of around 500, which we've also filled with beer. So you can turn the vendl upside down, open it, and a wonderful head of foam forms, and then cheers! We're now in in-depth discussions with several breweries regarding a market launch in 2018. At the same time, we're also already talking to production partners, because it takes at least six months of lead time before the first vendls roll out of a series production process.
“The crux lies in production”
You've encountered some setbacks along the way. What happened, and how did you overcome them?
At the beginning, we thought we would develop simple packaging, namely a cup and a lid, which we would then screw together and sell. Now, 1.5 years have passed, and we have realized that this is actually beverage technology, and that one or two large companies have already failed with this type of packaging. The crux of the matter lies in the production, which requires a great deal of know-how. We have now developed a new preform, i.e. the preliminary product for the bottle, and have had to make various attempts at production technology. This traditionally takes a lot of time with a hardware product. At the same time, the product has to fit into the highly optimized supply chain (filling, logistics, sales, and even the deposit machine) without any adjustments being necessary. There are quite a few parties involved in a project like this that need to be satisfied.
https://youtu.be/qLTEfbY2nMM
Did you ever consider giving up? What motivated you to keep going?
Not yet. Even when things looked miserable at the end of 2016, when we were on the verge of over-indebtedness and delaying bankruptcy, and everything seemed hopeless, we got up at 7 a.m. and didn't go to bed until we were overcome by fatigue. We still firmly believe in the idea, and the fact that companies like Heineken and Paulaner have already worked on similar concepts reassures us that there's a market. Besides, we always have to pull each other up when someone's having a tough time.
How easy was it for you to enter the beverage industry? What were your experiences, both positive and negative?
The cool thing about the beverage industry is its openness to innovation, because it's fundamentally an industry that's not just characterized by an innovation boom and hundreds of apps. If you're persistent, you can actually reach almost anyone. And sometimes you just have to be a little cheeky and write to a board member of ABInBev (the world's largest beer company and the largest company in the EU), and even that works.
The only thing that remains is the skepticism towards plastic, although it must be said that we do not see the product as being suitable for either the catering sector or home consumption, and in many other situations the shatter resistance, the weight and the bottle-and-drinking-glass-in-one concept are simply convincing.
“BayStartUP probably has the best financing network in Europe”
You've been part of the BayStartUP Go program for the past few months. How did you get involved, and what has it brought you?
BayStartUP gave us tremendous support during the first investment round, so we already knew the people very well. The direct feedback from the coaches is cool; you can just drop by if you have any concerns. Startups often struggle with the same problems. Since the coaches at BayStartUP have seen a few startups and know how to solve their problems, they provide very valuable input. At the same time, BayStartUP probably has the best financing network in Europe and is extremely professional when it comes to all matters related to financing. A big thank you to the BayStartUp team.
So what's next? Do you have any other projects in the pipeline? If so, which ones?
We are currently in discussions with sparkling wine producers about a similar system (practically a 0.2 liter Piccolo replacement), and now, thanks to drinktec, a number of other beverage producers have approached us, who also see the system as suitable for iced tea, juices, and carbonated soft drinks.
We're also working on a glass solution, but unfortunately I can't reveal much more at this point. However, we're already in discussions with a renowned pilsner brewery.
