„Born to Stand Out“: Founder Willem Louwers about LOUERS vodka

 

‘Born to Stand Out”: LOUERS vodka was founded with the aim of standing out from other ultra-premium vodkas through exceptional design and the highest quality. Willem Louwers was inspired by Shanghai’s vibrant high-end nightlife and recognised the need for a distinctive vodka brand. With LOUERS vodka, he combines innovative design with traditional Dutch craftsmanship.

In this interview, Willem Louwers talks about his path into the spirits industry, the creation of LOUERS Vodka, the special features that characterise the brand and distribution.

Willem, first tell us briefly about yourself and your path: How did you get into the spirits industry?

Willem Louwers: I began my journey in the spirits industry when I was just 19 years old, with no prior experience. It all started in Shanghai, where I was inspired by the vibrant high-end nightlife scene. Vodka was the spirit of choice at the time, but I noticed a lack of distinctive options among ultra-premium vodka brands. This motivated me to create a vodka that truly stood out. My passion for innovation and high-end consumer products drove me to bring LOUERS vodka to life—a brand that’s as exceptional in taste as it is in design.

What was the idea behind LOUERS vodka when launching in 2017?

Willem Louwers: The idea for LOUERS vodka was “Born to Stand Out.” I envisioned a bottle that would break the mold of conventional design and quality in the spirits industry. Drawing inspiration from the demand for extraordinary customer experiences in Shanghai, I aimed to create a product that combined groundbreaking design with unparalleled Dutch craftsmanship.

There are many vodkas. How does LOUERS differ from the others in terms of brand and appearance?

Wllem Louwers: At first sight LOUERS vodka is differs from the crowd by it’s one-of-a-kind bottle design. At a deeper lever, LOUERS vodka distinguishes itself with its Dutch heritage where every bottle is individually composed, hand-assembled, and numbered by skilled Dutch craftsmen, ensuring consistent quality. The bottle itself, with its luminous details and chrome coating, is engineered to be an eye-catcher in any setting. Additionally, our Dutch vodka is distilled six times and filtered through 12 layers of superfine charcoal, creating a smooth and unmatched taste. These elements make LOUERS not just a vodka, but an experience.

“You drink with your eyes”: Where does the bottle design come from? What is it all about?

Willem Louwers: The LOUERS bottle design originated from a truly creative and unrestricted process. When I started, I had no prior knowledge of the production methods or constraints involved in making spirits bottles. This allowed me to fill an entire sketchbook with bold, unfiltered ideas that might have been avoided by designers more familiar with the technical challenges. While this lack of experience initially posed hurdles, it ultimately gave me the freedom to push boundaries and create something truly unique. The final design, with its luminous details, chrome coating, and eye-catching appeal, is the result of years of development and overcoming significant technical obstacles.

Let’s move on to the content: How is the vodka produced?

Willem Louwers: LOUERS vodka is crafted using the finest Dutch wheat and hyper-filtered spring water sourced from underground aquifers in the Netherlands. The vodka is distilled six times to achieve exceptional purity and is then filtered through 12 layers of superfine active charcoal dust. This rigorous process ensures that every bottle delivers a smooth, clean, and refined drinking experience.

How is this production reflected in the flavour? Is there a drink recommendation?

Willem Louwers: The production process of LOUERS vodka results in a smooth and clean flavor profile with no imperfections, making it perfect for a range of serves. It can be enjoyed neat, on the rocks, or as the base for premium cocktails like a classic Martini or the signature LOUERS Lime.

How is LOUERS vodka distributed – both internationally and in Germany?

Willem Louwers: Currently, LOUERS vodka focuses on high-end on-trade accounts and selective off-trade partnerships. Our distribution strategy emphasizes quality over quantity, ensuring our brand is represented in premium venues internationally. In Germany, as in other markets, we prioritize collaboration with distribution partners who align with our vision and can help us introduce LOUERS vodka to discerning consumers.

What communication measures do you use? What do you do specifically in the area of social media?

Willem Louwers: We focus on creating a unique brand experience through visually stunning campaigns that highlight our bottle’s unique design and craftsmanship. On social media, we use innovative techniques like CGI and augmented reality to engage audiences with dynamic, interactive content. Storytelling is central to our approach, emphasizing our Dutch heritage and production process while collaborating with influencers and luxury brands. By sharing cocktail recipes, behind-the-scenes content, and brand partnerships, we build a community that embodies the sophistication of LOUERS vodka.

What are your short and long-term goals with LOUERS vodka?

Willem Louwers: In the short term, we aim to expand our distribution network internationally, targeting high-end markets that value luxury spirits. Long term, we envision collaborating with global brands and artists to create unique partnerships that enhance our brand’s reach and credibility. While I have ideas for other spirits categories, my current priority is ensuring LOUERS vodka continues to stand out and grow as a globally recognized luxury vodka.

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+++ We would like to thank Willem Louwers 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! +++