Industry veterans launch new drinks company to ‘disrupt’ the sector

New beverage producer Curius has launched 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, already has three launches planned for 2022 and is intent on focusing on three key pillars – brand, courage and swiftness.

Curius, which uses the motto “curiosity with a purpose”, plans to use its founders’ experience across fashion, beauty, design and technology to create and launch products and act as “a breath of fresh air in the current ecosystem” of the drinks sector.

Curiger, who is also the founder of ‘Drinks’ – a Swiss beverage distribution company which also recently launched in Germany – will head up innovation within e-commerce and logistics. Olsson will utilise his 15 years’ commercial experience working with premium beauty and FMCG brands across Europe, the UK and Latin America, including Yves Saint Laurent and at Pernod Ricard leading the growth of Absolut vodka. Maroto Jara, whose previous brand creation credits include Gin Mare and Matusalem rum, will take care of strategy.

Speaking to db, Olsson said: “So much in our world has stayed the same for the last few decades, centuries even, for no better reason than: that is the way it is done. Curius offers a new look at products, the ways they’re made, and how they reach customers. If even in a small way, we change the way we things are done in the drinks world for the better, we will be happy.”

Curiger explained: “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.”

Maroto Jara added: “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.”