Curius launches to ‘disrupt’ drinks industryBy Georgie Pursey
New beverage producer Curius is aiming to disrupt how drinks brands are created, managed, marketed and distributed across global markets.
The company, founded by industry veterans Alexander Curiger, Mats Olsson and Juan Carlos (JC) Maroto Jara, has three innovative drinks launches already planned for 2022.
Curius will use the founders’ experiences of working across fashion, beauty, design and technology to launch ‘unique’ drinks.
Co-founder Curiger said: “The distribution of spirits and beverages is changing. Five years ago, there were far fewer distributors and brands.
“Now everything gets inflated, whilst distributors don’t have a focus on a single product and brand owners demand more than ever from them. We want to create brands that can still thrive in such an environment.”
Curiger is also the founder of Drinks, a Switzerland-based beverage distribution company, and will head up innovation within e-commerce and logistics.
Olsson commented: “When I left beauty for drinks, I noticed how differently the two worlds look at products and consumers. Beauty leads with brand association, whilst drinks lead with products and production. There’s no reason to keep doing things the same way, simply because it’s always the way it has been done. We’re not afraid to take inspiration from the dynamic worlds of fashion and beauty to be bolder and braver.”
Olsson will utilise his 15 years’ commercial experience working with beauty brands across Europe, the UK and Latin America, including Yves Saint Laurent. He has also managed growth of Pernod Ricard-owned Absolut Vodka.
Maroto Jara added: “Our mission is to bring a new format of brand building to the industry. We’re working from a more fashion-like perspective and differentiating between a more pret a porter approach for everyday, and Haute couture for more specialist products.
“There is a paralysis in the industry which needs to reinvent itself. Covid-19 has brought about digitalisation processes, but scratch beneath the surface and there’s no real change in business culture.”
Maroto Jara has worked with Gin Mare and Matusalem Rum.
The worlds of fashion and drinks also collided this week, when gin brand Monkey 47 announced a collaboration with Japanese streetwear brand A Bathing Ape. Plus, Patrón Tequila carried out a collaboration with John Geiger to produce a pair of limited edition trainers.