STORK CLUB x University of Groningen | Whiskey of the Future

A vision for the whiskey industry
The world of whiskey is changing. What does the whiskey of the future look like?
We have posed this question together with student researchers from the University of Groningen (Dutch Rijksuniversiteit Groningen). Together, we explored the future of this popular spirit and created a vision for the future of the whiskey industry. The main focus of the analysis and evaluation was on the four trend areas changing consumer desires, sustainability, Web3.0, and distribution.

Consumer preferences are changing
Every generation values and longs for different things. For example, the target audience of the future strives for a highly conscious consumption of high-quality products and yearns for experiences that go beyond mere product ownership.
STORK CLUB Rye Whiskey is positioned in the (Ultra-)Premium Whiskey sector, and in 2021 we launched the STORK MEMBER CLUB to offer a community and experiences for whiskey enthusiasts that go beyond mere whiskey enjoyment.

Sustainability is essential
Being sustainable or even climate-positive as a company is still considered a distinguishing feature today, but studies show that in 10 to 20 years it will be a necessity.
As a young company, we at STORK CLUB have set ourselves the goal of minimizing our impact on nature.
We are already certified organic and balance through our partner Planted the complete CO2 emissions of our employees. In the B2B & gastronomy sector, we reduce packaging waste, together with ecoSPIRITS, and replace the "Single Use" bottle with 4.5L reusable glass balloons in a circular economy. Since 2024, we have been using a significantly more sustainable bottle that is 100% produced in Germany and has a high recycled glass content.
Sustainability is and remains essential!

Web 3.0 will be the future of the internet
The development of the next generation of the internet, Web 3.0, is in full swing.
Virtual and Augmented Reality (VR and AR) stretch reality and enhance the connection between brand and consumer. Even today, entire concerts or distillery tours are partially held in the Metaverse with VR headsets.
By using Smart Contracts that are tied to physical products, ownership of valuable items (such as original art) can be easily proven, among other things.
In 2022, we filled a barrel of the highly sought-after Mizunara oak wood with an aging period of about 5 years and can now offer barrel shares to enthusiasts thanks to blockchain technology.

Retail & Distribution becomes "Phygital"
Two dynamics that will influence the sale of whiskey in the future are, on the one hand, the consumers' desire to seriously inform themselves about the product and brand, to get to know them interactively, and on the other hand, the wish for maximum convenience when purchasing.
STORK CLUB Rye Whiskey can be found in specialty stores, selected supermarkets, and in the gastronomy sector, especially in the Berlin-Brandenburg area. But of course, it is also conveniently available online. here in the shop.
The further development of the internet allows for the digital enhancement of physical products. Keyword Smart PackagingOur new bottle design offers you the opportunity to experience both the brand and the product interactively, using a QR code on the next generation of bottle labels. By simply scanning, you can access various information about our history, production, drink recommendations, or recycling tips, and much more.
At this point, we would like to thank Max Album, Dirk Bioto, Philipp Böndel, John Fordyce, Dan Gaspar, Marc Grunberg, Paula Kendall, Lars Ljung, Christian Perez Solar, Christof Queisser, Markus Wulff, Bas Balmans, Hellen Dawo, and Prof. Dr. Gertjan Euverink. Without their collaboration on this research project and their willingness to be interviewed, this work would not have been possible. Their valuable insights and knowledge have significantly contributed to the success of this project. Once again, thank you very much for your valuable time and support.
We would also like to express our gratitude to Gloria Adkins, Egbert Luning, Tilman Schepke, and Natasha Michelle Evangeline for their important work. Their research was incredibly informative and inspiring, and we appreciate the time and effort you put into this study.
Project Management: Tom L. Weller, Bastian Heuser