Co-Founder André Stork: “UNDONE should become the go-to name for alcohol-free drinks”

[Advertorial] Since 2019, UNDONE has been a full-range provider of alcohol-free alternatives that deliver great taste and are suitable for every occasion. Founded by André Stork and Mehmet Ünlü, the brand has a clear mission: to empower people to choose whether they want their drinks with or without alcohol. The current product lineup consists of nine varieties and three ready-to-drink options, all produced in Germany using a patented “dealcoholization” process and distributed across several countries worldwide. Since 2023, UNDONE has partnered with Thomas Henry.

In our interview with André Stork, we discussed the collaboration with their ideal partner, the patented production process, and the products themselves. He also shared insights into how ready consumers are for alcohol-free spirit alternatives and his perspective on the potential of this segment.

André, you have extensive experience in the beverage industry, particularly with spirits. Tell us about your career path! 

André Stork: After completing my economics studies in Oldenburg, Spain, and Italy, I discovered my passion for the food and beverage industry while working in the Milka team at KraftFoods. From there, I moved to Borco in Hamburg, where I spent over twelve years closely collaborating with the Matthiesen family, gaining a close understanding of entrepreneurship. During my time there, I made my career from International Brand Manager for Sierra Tequila to Marketing Director, overseeing the entire portfolio.

This period was filled with remarkable experiences – exciting travel, inspiring bar tours, major trade shows, and the development of new products like Paloma Lemonade or Sierra Milenario. A particularly influencing aspect of this time was working alongside industry experts and personalities from the bar scene, from whom I learned a great deal.

My perspective on the industry shifted further after meditation sessions and discussions with my Zen master. This taught me how often the spirits world creates “a lot of noise about nothing” and emphasized the importance of staying mindful and reflective.

In 2017, I joined Neuschwansteiner, a luxury beer startup, as CCO. By 2018, I took the step into self-employment with CRANEHOUSE, where I built a portfolio of brands like Aviation Gin and Montelobos Mezcal, focusing on storytelling rather than just products.

You launched UNDONE in 2019. Who is behind the brand, and how did the team come together? 

André Stork: This year, UNDONE celebrated its five-year anniversary at the BCB events in Brooklyn and Berlin. It’s incredible to remind on all the supporters who’ve joined us along the way and the challenges we’ve overcome – it almost feels like a decade has passed! Yet one thing has remained constant: Mehmet and I as the founders.

Our story began in 2017 at Neuschwanstein Castle while we were collaborating on a luxury beer project for an investor and entrepreneur. It quickly became apparent that we shared the same vision. I had been deeply exploring alcohol-free alternatives to spirits since 2015, bringing it onto the innovation agenda. However, at the time, these initiatives didn’t get interest. Mehmet, a sport enthusiast and devoted coffee lover, was already inclined toward starting an alcohol-free project. The chemistry was right, and our shared vision aligned – but we still needed a team, a brand, a product, and the distribution to back it all.

After a week at my Zen monastery, a workation weekend, and extensive market research, we realized there was no comprehensive range of alcohol-free alternatives for spirits. Yet, all signs pointed to growing demand for such products. Alcohol-free beer and sparkling wine were already well-established and growing rapidly. It became clear to us that this space, while challenging, held enormous potential. And so, we set to work.

By 2018, we established CRANEHOUSE as a distribution hub for innovative spirits, and within the following year, UNDONE was born.

What inspired your transition from traditional spirits to alcohol-free alternatives? 

André Stork: For years, I worked on the same question in spirits marketing: which drink suits which occasion? Everything – from brands and cocktails to mixers – was designed to create a coherent overall image, like we achieved with Paloma Lemonade or the iconic Aperol Sprit as another global example. Ultimately, it all boils down to people coming together in a social setting to share drinks that suit the occasion.

At some point, I began considering the perspective of those who don’t consume alcohol for whatever reason, especially in situations where alcoholic beverages are the norm in many Western cultures. What stood out to me was how often this group was overlooked or labeled as “boring.” But why the divide between “Bacardi Island” and “Sober Island”? Did you know that 78% of alcohol-free consumers also drink alcohol? Offering alcohol-free options that replicate classic drinks with natural flavors feels like an obvious solution. But what was missing was a clear, consistently available offering.

My goal? Alcohol-free drinks should be as much a part of receptions, bars, and parties as their alcoholic counterparts. Everyone deserves the freedom to decide, based on their preferences – not social pressures – whether they want alcohol or not. The key is that the non-alcoholic alternative should taste just as amazing. And as a marketer, I understand this requires strong brands that embody an alcohol-free identity. Just like Oatly revolutionized oat milk or the German former meat brand Rügenwalder transformed vegan sausage, it’s time for the alcohol-free category to rise up!

Let’s talk products. What does UNDONE offer? 

André Stork: We aim to make it easy for anyone to mix, order, serve, and enjoy their favorite drinks in alcohol-free versions. That’s why we launched as a full-range provider of alcohol-free alternatives. The goal is for everyone to feel comfortable, even in a predominantly alcohol-driven world, without being judged for choosing alcohol-free options.

Our secret lies in a patented process that removes alcohol from spirits and wine while enhancing the flavor with natural aromas. All our products are made in Germany.

Currently, our portfolio includes nine varieties divided into three categories. Spirits: No. 1 Jamaican Dark Cane, No. 2 London Dry Juniper, No. 3 American Blend, No. 4 Mexican Smoky Agave, Aperitifs: No. 5 Bittersweet Aperitif, No. 7 Italian Bitter Aperitif, No. 8 Little French Aperitif, No. 9 Red Torino Aperitif and Sparkling Wines: No. 20 Pop-up Blanc, No. 21 Pop-up Rosé

With the pre-launch of our RTDs (ready-to-drink offerings), we’re now adding No. 11 Piña Colada, No. 15 Smoky Paloma, and No. 15 Italian Spritz to the mix. Cheers UNDONE!

You use a patented “de-alcoholization” process. What can you reveal about this and how it impacts the products? 

André Stork: Throughout my visits to distilleries and discussions with experts, I’ve realized that four elements define spirits: raw materials, processes, taste, and branding. It’s fascinating how ingredients like grain, fruits, or sugarcane are transformed into a “spirit” that’s shared with the world. Historically, scientists and monks focused more on the essence – its alchemistic part – than on its alcoholic content. Alcohol simply served as a preservative and mild intoxicant for select societal groups.

Many incorrectly equate spirits solely with alcohol. But alcohol is merely the intoxicating component shared across all alcoholic beverages. What sets each apart is their essence – the distinctive elements that define a particular spirit. For example, a rum will never taste like mezcal, and a brandy remains uniquely itself.

Our patented “Solid Phase Extraction” process removes both alcohol and water from distillates, leaving behind only the essence – everything that shapes flavor and uniqueness. We then enhance this essence with natural aromas and water to create a shelf-stable beverage. When paired with the right balance of acidity and sweetness, our UNDONE options closely replicate the experience of their alcoholic counterparts – without the buzz or next-day hangover.

How ready are consumers for alcohol-free spirit alternatives? To what extent do you still need to “socialize” them with the idea, and how do you achieve that?

André Stork: One of the most important trends of recent years has been “social health.” For a long time, physical and mental health were front and center, but now, social well-being is taking the spotlight – an overarching trend taking off by the pandemic. People are craving real, meaningful experiences again! They want to meet, connect, and share special moments together. But why must these moments often involve alcohol?

The answer is simple – they don’t! Enjoyment, fun, and connection can happen without alcohol. That’s exactly our focus at UNDONE – drinks that give everyone the freedom to choose “with” or “without.”

Our goal? You’ll find UNDONE in bars and supermarkets everywhere! Our products truly shine when paired with sweetness and acidity, making them ideal for mixed cocktails. Working with our partner THOMAS HENRY, we’ve developed exciting tools to make that happen. But we’re taking things even further! With creative social media campaigns, “Sober Monkey” brunch events, and international rooftop events, we’re proving that alcohol-free can truly be fun. Whether you’re enjoying drinks at the bar or at home, UNDONE offers uncompromising enjoyment.

Our ambition remains clear: UNDONE should become the go-to name for alcohol-free drinks.

How do you assess the potential of alcohol-free products? Will alcohol-free alternatives eventually become “normal”? 

André Stork: What’s exciting about alcohol-free alternatives? Many consumers are already one step ahead of the industry – and even the experts. Younger generations, in particular, expect alternatives in every beverage category, whether it’s vegan, gluten-free, caffeine-free, or alcohol-free or sugar-free. And when was the last time you went a day without seeing a discussion about alcohol consumption in the media?

We’re convinced that alcohol-free will soon be completely normal. For us, achieving that means focusing on three key areas – availability, visibility, and ensuring people know that UNDONE is perfect for mixing. Our RTD (ready-to-drink) launch is bringing fresh momentum and raising awareness. Even the rapidly growing competition only confirms one thing for us – alcohol-free is here to stay!

Thomas Henry acquired a majority stake in UNDONE in 2023. How has this changed the way you work? 

André Stork: First, some clarification – Thomas Henry itself didn’t acquire the majority stake; the majority shareholder of Thomas Henry did. We remain an independent startup with an experienced mentorship team supporting us. Even so, the strong Thomas Henry team plays a crucial role, particularly in distribution within Germany and in our U.S. launch, which Mehmet is currently leading from the States.

Thomas Henry has always been our dream partner. I’ve closely followed the brand’s development from the beginning and admired their progress. Few German brands in our sector have succeeded in gaining a strong global presence in bars, driven by clear positioning and passion. That’s a rare achievement and has always been an inspiration for us. With UNDONE also being “Born in Bars,” it’s a perfect match.

With fantastic support from the Thomas Henry team in Germany, we can now fully concentrate on what we love – production, brand building, and international growth.

How is distribution going? How does your distribution compare between retail and gastronomy? 

André Stork: With Thomas Henry as our new distributor, we managed to surpass our pre-pandemic distribution levels in Germany in under a year. The transition of our Brand Ambassador Sebastian Schneider into the Thomas Henry team allowed us to focus strongly on gastronomy training in 2024. For Dry January, UNDONE drinks were featured in over 1,000 bar menus, and by the end of the year, we achieved more than 2,000 retail listings. Over 70% of our 2024 revenue comes from gastronomy – a true highlight!

Internationally, we’re working with 25 distributors, showcased at trade fairs in Brooklyn, Singapore, and Shanghai, and launched our “Start Something Free” campaign across all core markets.

We maintain close collaboration with the international Thomas Henry team, developing exciting joint projects and benefiting from fresh ideas. There’s still so much ahead, and we’re excited to take it on!

What are your priorities for 2025? Where will your focus lie? 

André Stork: From experience, I know how important the domestic market is for our industry – especially since Germany is still the largest market for alcohol-free beverages worldwide. In 2025, we aim to further enhance our leadership as a full-range provider of alcohol-free alternatives in Germany, alongside Thomas Henry as a strong partner. Achieving this requires a balance of distribution and brand building to connect directly with consumers.

With Mehmet as Co-Founder and Aylin on-site in the U.S., we’re also focusing on the largest growth market for alcohol-free alternatives. Simultaneously, we’re beginning distribution and e-commerce in Asia, marking our third key focus area.

A real highlight is our upcoming “Sober Rooftop Sunrise” event series, set to take place in rooftop bars of international hotels. At the same time, we’re launching our new RTD product line. With our new global CCO, Mai-Thy Ton, who brings extensive international experience, we’re positioning UNDONE more strongly than ever as a global brand – and that’s already noticeable! During Dry January alone, we expanded into four additional international markets.

You’ve got an exciting project coming up – you’re about to publish a book titled Ich mach jetzt frei (I do free now). What’s it about? 

André Stork: Whenever I have long conversations with people in our industry and hear their stories, I often find myself saying, “You should really write a book.” The response is usually, “Why don’t you do it?” Eventually, I reached a point where I was explaining why I chose to go “alcohol-free” so often that I decided to write it down – and that turned into a book.

A bit of it has already been mentioned in this interview. At its core, the book takes a slightly more sober look (pun intended) at the often extravagant stories of the spirits industry, and explores why alcohol-free options should naturally be part of the experience.

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+++ We would like to thank André Stork for the open and very interesting interview! If you also have an interesting brand, then we should talk. Just send us an e-mail with the subject “about-drinks interview” to redaktion@about-drinks.com – we look forward to hearing from you! +++