A bar is more than just a place for drinks—it can create a brand, a lifestyle, and a community. In our podcast "Founding Forward – It's Worth Being Cheeky!", Simon Frey talked about Zino's Spritz 's expansion from a small aperitivo bar to a growing hospitality concept with two locations. His strategy demonstrates that smart growth, strong branding, and direct customer interaction are the building blocks for sustainable success.

Growth with a plan: Expansion without compromise

Many restaurant concepts try to scale as quickly as possible. But Zino's chose a different path. Instead of indiscriminate expansion, the team focused on organic growth—based on real demand , not pure growth ambition.

This is particularly evident in the choice of location: Heidelberg, not Frankfurt, as the next market. The decision was strategic—not a risky move into an already saturated city, but a new market with great potential.

For SESES DRINKS, this means: Targeted expansion is more valuable than rapid growth. The right partners, the right target group, and perfect timing are more important than mere scaling.

From bar concept to your own aperitivo: The power of product innovation

Another secret to Zino's success was the introduction of its own aperitif. The idea didn't come out of nowhere, but directly from interaction with guests. Customers repeatedly asked for an alternative to existing products – so Zino's created its own solution.

This shows that the best product ideas don't come from the drawing board, but from listening and testing. When the house's own Aperitivo product appeared on the menu, guests immediately wanted to buy it for home. This led to a new business model – from a bar concept to a beverage brand.

An important impetus for SESES DRINKS: incorporating customer feedback directly into product development. Consumers aren't just confronted with a finished product, but are also involved in the development process.

Community first: Brand building through experiences

Zino's isn't just a bar—it's a lifestyle brand. This isn't just due to the design or the drinks menu, but also the way the brand interacts with its community.

• Social media as a playing field: The brand was built on Instagram long before the opening.
• Experience instead of sales: Zino’s created an atmosphere in which guests become part of the story.
• Authenticity as currency: Local influencers and real experiences created organic reach.

This strategy is directly applicable to SESES DRINKS: Consumers don't buy products, they buy experiences. The brand must go beyond mere drinks and create a world that people want to experience.

What we take away: The three biggest learnings

• Plan expansion carefully – New markets must be chosen strategically, not out of growth pressure.
• Product development from customer feedback – The best innovations come from direct interaction with the target group.
• Building a brand as an experience – community interaction creates sustainable customer loyalty.

Conclusion: An aperitivo is more than a drink – it is a way of life

The conversation with Simon Frey impressively demonstrated how smart expansion, product innovation, and community building can allow a restaurant brand to grow far beyond the counter.

For SESES DRINKS, this means not just selling a product, but starting a movement. The right people, the right stories, and the right brand experience are the keys to long-term success.