SB meets… Dirk Hasenbein, Schwarze und Schlichte
Based in Oelde, Germany, Schwarze und Schlichte is a family-owned spirits company and distributor with more than 360 years of tradition and expertise. We spoke to one of the company’s managing directors, Dirk Hasenbein, to find out how the company is transforming from a regional producer into one of the leading players in the German market, while becoming an emerging force on the international stage.
How has the company evolved over the years?
Schwarze und Schlichte has built a strong reputation in the German spirits industry through our portfolio.
Quality and consistency are central to our mission, and our brand portfolio represents excellence, lifestyle, and innovation, both in Germany and internationally.
A significant milestone for us came in 2022, when we became the market leader in the premium vodka segment with Three Sixty Vodka, surpassing Absolut.
Additionally, we’re innovating in the non‐alcoholic segment with Soda Libre, catering to the demand for refined alcohol‐free options. Our exclusive partnership with Molinari Italia has expanded our portfolio with products like Molinari and Limoncello Dicapri.
What are the company’s key pillars and values?
Our family‐owned values shape everything we do. Reliability and long‐term partnerships are central to our culture, ensuring high product quality and dependable relationships with customers, distributors, and suppliers.
Quality across sourcing, production, brand management, and communication is also essential for us. Rather than chasing short‐lived trends, we focus on building lasting, meaningful brands. Our pride in traditional craftsmanship is complemented by innovation, keeping our portfolio relevant in both premium spirits and emerging non‐alcoholic categories.
Why should brands choose Schwarze und Schlichte as their distribution partner?
Brands choose us for our unique blend of heritage, expertise, and entrepreneurial drive. With deep knowledge of the German market, we excel in building and growing premium brands sustainably. Our holistic approach integrates tailored brand positioning, in‐house production, and a robust distribution network across on‐ and off‐trade channels. According to Nielsen June data, we are currently the fastest-growing spirits manufacturer and distributor in Germany among the top 15.
Marketing is essential to our success, delivering standout campaigns and innovative activations for both our portfolio and international brands.
In essence, Schwarze und Schlichte is not just a distributor; we are brand builders committed to long‐term growth.
How is the company securing the best market distribution?
We have a well‐established sales network and close, long‐term relationships with key retail and on‐trade partners. For us, the spirits business is above all a people business, that is built on trust and collaboration. Our ability to identify trends early and react quickly helps us set ourselves and our brands up for success. Combined with our deep market expertise, targeted marketing, and reliable logistics, we ensure that our products are placed in the right channels and reach the right consumers at the right time.
How is the company building its global footprint?
Our vision is to become a major player in the international spirits industry. To achieve this, we aim to enhance the visibility of our portfolio and the company. We collaborate with passionate distributors, engage mixologists, create unique brand experiences, and showcase our products in premium settings. The success we’ve seen in Germany marks just the beginning, with great potential for further international growth.
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