From Augsburg to the world: What we can learn from the podcast with Christoph Steinle

There are brands that grow out of a single city and shape an entire region – August Gin is one such brand. In our podcast "Founding Forward – It's Worth Being Cheeky!" we spoke with Christoph Steinle about how he transformed a local spirit into a premium brand. His story is not only fascinating but also full of valuable insights for entrepreneurs – including SESES DRINKS.

From local specialty to premium brand

What makes a brand strong? For Christoph, it was clear from the start: authenticity meets innovation. From the very beginning, August Gin was closely associated with Augsburg – a regional identity that helped him build a loyal community. But instead of relying solely on his hometown, Christoph realized early on that growth also means exploring new paths.

His recipe for success: a blend of tradition and bold decisions. In addition to classic gin variants like Slow Gin and Navy Strength, he focused on creative collaborations – such as the FC Augsburg Ginsel , a special edition in collaboration with the football club. This strategy demonstrates that partnerships can be enormous levers for brand growth – a lesson that is also important for SESES DRINKS when it comes to targeted collaborations in the restaurant industry.

Balance between creativity and reality

In addition to his spirits, Christoph also operates gastronomic concepts such as Blaue Kappe and O-Boy . Why? Because he wants to have control over the entire dining experience. But managing multiple businesses requires a solid foundation—and this is where another parallel to SESES DRINKS becomes apparent.

His secret to success? Disciplined management. Financial planning, lean processes, and clear priorities help him maintain a clear overview without losing his creative spirit. For us, this means stability before expansion. Especially now, as SESES DRINKS builds its B2C market, it's crucial to perfect the basics before rolling out new ideas on a large scale.

Social Media: The direct line to the community

Christoph demonstrates how social media isn't just marketing, but a personal touchpoint with customers. Instead of relying on agencies, he manages his accounts himself – with a mix of honest insights, creative campaigns, and direct engagement with his community.

This shows how important authenticity is in the digital age. Instead of just sending advertising messages, it's about telling real stories – an approach that SESES DRINKS will pursue even more intensively. More storytelling, more interaction, more real moments.

What we take away: The three biggest learnings

• Focus on core products – quality over quantity, clear identity instead of scattered expansion.
• Authentic social media strategy – Personal exchange beats generic advertising.
• Targeted growth – Test first, then scale. Only what truly works will be rolled out on a large scale.

Conclusion: Grow strategically, but remain creative

The conversation with Christoph Steinle was more than inspiring—it was a blueprint for smart entrepreneurship. From the combination of regionality and innovation to the question of how to manage multiple businesses simultaneously, there were many valuable insights.

For SESES DRINKS, this means taking bold steps, but with caution. Embracing creativity, but not expanding blindly. Entering into partnerships, but only if they truly fit the brand. And always staying close to the community – because, in the end, real people decide success or failure.