Curius launches to disrupt the drinks industry

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Curius is a new beverage distribution company launched to disrupt the way products are created and marketed to drinkers by focusing on three key pillars – Brand, Courage, Swiftness.

Founded by Alexander Curiger, Mats Olsson and Juan Carlos Maroto Jara, a trio brought together from different backgrounds within the industry, they were united by a desire to drive change. Curius is taking a fresh approach to the way drinks brands are managed, marketed and distributed across global markets with the motto “curiosity with a purpose”.

Together, the founders will offer a long-overdue value proposition to brand owners by fearlessly mixing disciplines. Looking critically at approaches in other industries such as beauty and fashion enables them to craft the most effective brand advocacy and tailored routes to market. Committed to only launching products with a purpose, they hope to act as a breath of fresh air in the current ecosystem of the drinks business.

Alexander, who is also the founder of DRINKS – the leading beverage distribution company in his native Switzerland which recently launched in Germany as well – will head up innovation within e-commerce and logistics. He comments, “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.”

Another element Curius is highly passionate about is taking inspiration from industries outside of drinks when it comes to the development and marketing of products. This will be driven by Mats & JC, both of whom bring global experience to the table.

Mats has worked for premium FMCG and beauty products, including Yves Saint Laurent and Pernod Ricard for 15 years, where he led the growth of Absolut Vodka; whilst JC is one of the industry’s leading marketeers with global experience creating brands such as Gin Mare and Matusalem Rum, putting them on the map with drinkers around the world.

Mats comments, “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.”

JC agrees, also adding, “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 every day, 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.”

Having discussed ideas and brainstormed together for years, the pandemic almost acted as a catalyst in bringing Curius to life. The trio realised they had a common aim – to drive change in a stagnant, backwards-looking drinks industry – and this was a now or never moment.

With three drinks brand launches already planned for 2022, and a fierce passion for precisely tailored marketing, innovative RTMs and a love of fun – even if in some small way Curius changes the way things in the drink’s world are done, they will have achieved what they set out to do.