How “Herr Keulemann” is becoming a true love brand

Timo Schirmer, Matthias Dröge, and Matthias Graf have known each other for over 20 years, since they were in middle school . At some point, they felt the pull  to build something  together. The pandemic turned out to be the perfect moment. „We just wanted to build something together,” they recall. “We sat down a few times and played around with different ideas.” The common thread: gin.

They gave themselves exactly one year. One year to turn an idea into a real product. And they delivered. On September 3, 2022, they celebrated the launch party of “Herr Keulemann.”

This organic, premium gin combines twelve high-quality botanicals sourced from the Hamm region in Germany and is distilled CO₂-neutrally in a traditional distillery. Old apple varieties from natural meadow orchards—including the “Keulemann” apple that ultimately gave the gin its name—meet fresh Demeter-quality cucumbers, aromatic juniper, zesty lime, and rosemary. After a two-month maturation process, each bottle is filled by hand. The gin has already received multiple awards, including the Craft Spirits Award.

Freedom as a driving force

But “Herr Keulemann” is more than just a gin. It is the result of freedom, friendship, and conscious decision-making. This is not a typical startup backed by investors or driven by rapid growth targets. All three founders have full-time jobs. Each of them invests about five to ten hours per week into the project, and that is exactly their advantage.

„There’s no pressure. We all have families to support. This allows us to approach everything in a relaxed way.”

They use that freedom intentionally. From the cork to the bottle design, every decision was made by the founderes. Instead of simply labeling a ready-made product, they experimented with individual ingredients, measured precise quantities, and tested flavors like lime, cucumber, and spices in their own kitchens. Quality always came before cost efficiency. Authenticity always came before marketing narratives. And that mindset is reflected in their digital presence as well.

Website as their own base

From the very beginning, one thing was clear: if they were going to do this, they would do it right. They didn’t want to exist only on social media. They wanted their own professional space online, a place they fully own, and that would build trust. Choosing Jimdo was an easy decision. Matthias Dröge was already familiar with the company from Hamburg, and personal recommendations confirmed it: simple, intuitive, and easy to use without any coding skills.

What mattered most to all three founders was having their own online store from day one. They wanted to handle payments themselves, manage their own customer data, and—most importantly—not depend on external platforms. Even legal requirements like GDPR compliance were already integrated through Jimdo’s legal text manager, which was a major advantage during the early stages. 

„A well-functioning shop with all payment options – including PayPal – also makes the buying process seamless for customers.”

When approaching restaurants or retail partners, they could confidently say: Here is our website. Here is our shop. This is where we tell our story. That made a real difference. In the long run, they see online sales as their most important channel. It allows them to scale nationwide while remaining manageable alongside their main jobs. At the same time, their online presence strengthens their position in brick-and-mortar retail. When customers order online or reach out directly, demand in physical stores increases as well.

„When people ask in stores, ‘Don’t you offer Herr Keulemann?’, it becomes much easier for us to get listed.”

Their own shop is not just a sales channel, it is a marketing tool and a foundation of trust.

Newsletter instead of algorithm dependency

The founders also rely on another channel that many underestimate: the email newsletter. At first, they were skeptical. „I always thought nobody reads newsletters,” Timo Schirmer admits. But they decided to try it anyway. When they announced their limited-edition release for the city’s anniversary via newsletter, something happened that even surprised them. Shortly after sending it out, they were at an event together when their phones kept buzzing nonstop. “Order. Order. Order.”

„It was really incredible what that newsletter triggered.”

For a premium product priced at around €50, trust is everything. And that is exactly what the newsletter builds over time. Because people are not just buying alcohol—they are buying a story, values, regional identity, and authenticity. And that is what they share in their emails. Stories about apples from nearby orchards. About organic wheat alcohol. About working closely with local farmers. About planting trees themselves. About developing new recipes in their own kitchens.

Unlike Instagram, where algorithms decide who sees what, the newsletter gives them full control. And perhaps even more importantly: people have actively chosen to receive these emails. They want to be part of the journey. They want to stay informed. They want to be the first to know when something new happens at “Herr Keulemann.”

They typically send newsletters once per quarter. No constant promotions or discount overload, just genuine value. Early access to limited editions, behind-the-scenes stories, occasional giveaways, and voucher codes that can easily be implemented through their online shop. And it works. Many customers keep coming back.

Conclusion

The online store has become the central hub of their business. A customer discovers the gin at an event, signs up for the newsletter, orders online, tells friends about it, and eventually asks for it in local stores, which is strengthening the brand at every step.

Their tips for your own self-employment

Preparation and research are everything

“A proper trademark search is essential. Before launching, we got detailed advice from the Technical University of Dortmund and officially registered our brand. When we suddenly received a legal letter, we were fully protected. That saved us a lot of stress.”

Use the right tools from the start

“Our tip: don’t cut corners: use a professional invoicing tool from day one. Word or Excel quickly become messy. A good tool creates clean processes and makes life much easier for your accountant.”

Build relationships through real-world interactions

„Get out there and meet people! Instagram is great for visibility, but the biggest impact comes from in-person events and local festivals. Especially with a product that needs explanation, direct contact is key. When we can personally explain what makes our gin special and let people taste it – that’s when trust and real customer relationships are created.”

Get your business online today! Start NOW.