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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?
To give an answer to that question, we set down with student researchers from the University of Groningen (Dutch: Rijksuniversiteit Groningen). Together we explored the future of this whiskey 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 of changing consumer preferences, sustainability, Web3.0 and distribution.

Consumer preferences are changing

Each generation values and desires different things. For example, the target group of the future strives for extremely conscious consumption of high-quality products and longs for experiences that go beyond the pure product ownership experience.

STORK CLUB Rye Whiskey is 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 just whiskey enjoyment.

Join the STORK MEMBERS CLUB

Sustainability is essential

If you don't understand the importance of sustainability, you simply oversleep life. If a company is sustainable or even climate-positive today, it is still considered a distinguishing feature, but studies show that it will be a necessity in 10 to 20 years.

As a young company, we at STORK CLUB have set ourselves the goal of being a climate-neutral company by 2024.
With the help of our  partner planted we are already now setting off the entire CO2 emissions of our employees. In the B2B & gastronomy sector, we reduce packaging waste, together with ecoSPIRITS, and replace the single-use bottle with a 4.5L reusable ecoTOTE, in a circular economy. Since 2022 we have also been producing products in organic (bio) quality. For example, we filled our first organic distillate into as cask for whiskey maturation and the STORK CLUB organic rye gin is already now available, which is also climate-neutral. The TÜV even confirmed this to us!

STORK CLUB ORGANIC RYE GIN

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 expand the connection between brand and consumer. Even today, entire concerts or distillery tours are held in the Metaverse with VR glasses.By using smart contracts that are tied to physical products, among other things, ownership of valuable objects (such as original art) can be proven very easily.In 2022 we filled a cask of the highly sought-after Mizunara oak wood with a storage time of approx. 5 years and, thanks to blockchain technology, we can already offer cask shares to whiskey-lovers.

Special Thanks to Still in Cask

Discover Whiskey on the blockchain

Retail & Distribution becomes "Phygital"

Two dynamics that will influence the distribution of whiskey in the future are, on the one hand, the consumer's desire for serious information about the product and brand, to get to know them interactively, and, on the other hand, the desire for the greatest possible convenience when buying.

STORK CLUB Rye Whiskey can be found in specialist shops, in selected supermarkets and in bars, especially in the Berlin-Brandenburg area. But of course also conveniently here in the online-shop.

The development of the internet allows physical products to be expanded digitally. Keyword smart packaging: We are currently not only working on our own sustainable bottle, but also on giving consumers the opportunity to experience both the brand and the product interactively, using a QR code on the next generation of bottle labels. A simple scan will take you directly to various information about our history, production, drink recommendations or recycling tips, and much more.

More information

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 for their participation in this research project and their willingness to be interviewed. Their valuable insights have been instrumental in the success of this research project. Thank you again for your valuable time and support.

Further, we wanted to express our gratitude to Gloria Adkins, Egbert Luning, Tilman Schepke, and Natasha Michelle Evangeline for their important work you've done. Your research has been incredibly informative and inspiring, and we appreciate the time and effort you've put into this study.

Project leader: Tom L. Weller, Bastian Heuser

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