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CURIUS: Redesigning the Beverage Industry

CURIUS, a Swiss startup founded in 2021, is revolutionizing the beverage industry with its innovative design and functionality. Their “StayCurius” tagline reflects their drive to challenge the status quo and find better solutions. Using design to solve problems, the company is changing how beverages are presented and consumed, tackling long-standing industry inefficiencies.

beverage industry
📸:CURIUS

Why Choose the Name CURIUS?

For CURIUS, the name is more than just a brand; it’s a philosophy.”Curiosity is our driving force,” says the team. “We’re not afraid to ask ‘why’ and ‘what if.'” This inquisitive approach is deeply embedded in the company’s DNA, driving it to push boundaries and create products that challenge conventional industry norms. Mats Olsson, Co-Founder of CURIUS, emphasizes, “By fostering a culture of curiosity, we uncover new opportunities and innovate beyond the ordinary.”

Innovative Solutions Through Design

CURIUS was founded to use design to address inefficiencies in the beverage industry. “Design is at the core of our products, solving inefficiencies long accepted as norms,” says Olsson. This commitment to design-driven problem-solving allows the company to stand out with unique, consumer-friendly products. From enhancing aesthetic appeal to addressing functional issues, CURIUS creates visually appealing and highly efficient products.

A Team Built on Experience and Diversity

The Founders of CURIUS—Alexander Curiger, Mats Olsson, and Juan Carlos Maroto Jara—first met in 2010 while launching Gin Mare, a premium gin brand. With over 50 years of combined experience, they work remotely from Zurich, London, and Madrid. Their diverse backgrounds and global networks allow them to tackle challenges from different angles. “With our experience and network, we challenge the status quo and offer fresh perspectives,” the team says.

Targeting Discerning Drinkers

CURIUS isn’t just targeting any consumer. “Our products are for discerning drinkers bored with average drinks,” says Maroto Jara. The company creates premium beverages with unique designs and real purpose, targeting sophisticated drinkers who value quality and originality. Their visually striking products, therefore, cater to consumers who seek more than just good taste.

beverage industry
📸:CURIUS

Setting New Standards in the Premium Beverage Sector

In a market of established players, CURIUS stands out with its innovative, space-saving squared bottle design, which “saves over 80% of space,” the team explains. This design boosts efficiency and strengthens the product’s visual identity. Tapping into trends like Aperitivo and adult soft drinks aims to cater to those seeking new flavors and non-alcoholic options. With MATCH Tonic Water, they are ready to meet the growing demand for healthier, premium drinks.

Strategic Growth and Market Expansion

Since its launch in October 2023, CURIUS has made remarkable progress in the global market. “We’ve secured 20 markets for export, mainly covering the EU, and several key listings in Corte Inglés, Manor, Carrefour, Movenpick, and Globus,” the team reveals. In 2024, they plan to expand into Australia, Mexico, and the USA to reach €4.5 million in turnover. The company actively seeks new distribution partners by participating in events like SIAL Startup Village, aiming to boost global exposure.

Driving Forward with Passion

What keeps the CURIUS founders awake at night? “Boosting brand exposure and creating buzz around MATCH Tonic Water,” they say. Their passion for expanding the brand drives them constantly. “The same reasons that keep us awake at night motivate us each morning,” they add. Despite rapid growth, the team remains dedicated to innovation, focusing on design and efficiency, positioning CURIUS as a major player in the premium beverage market.

beverage industry
📸:CURIUS

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I guess there’s a reason why some people are more interested in how they will look like on their Slush stage picture than what they are going to say. Beyond ego, speaking opportunities give VCs a platform to articulate their thesis, test a narrative in front of a live audience, and attract founders at the very top of the funnel. Some of the best inbound I have seen has come within a week of a talk. A founder who heard a line and followed up. A journalist who spotted a quote for a later story. Someone who waited backstage with a pitch. This is part of why VCs can be VERY intense about speaking slots. From their perspective, stage time is not simply a visibility perk. It is a key input into the marketing engine. 7. Curation Some conferences have a strong reputation for curation. You trust that if you turn up at TEDx, DLD, or similar events, you will be challenged and inspired. For investors who spend most of their year buried in spreadsheets, this is attractive. 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