UNDONE: Founder André Stork about Daydrinking & Dry January

[Advertorial] Non-alcoholic drinks are more than just a trend – they reflect the transformation in social consumption behaviour and create freedom of choice. André Stork, founder of UNDONE, is one of the pioneers of this development. With a clear focus on quality, everyday usability and international scalability, he has established UNDONE in around 30 markets.

In this interview, he talks about the growing importance of daytime drinking, the restaurant industry as a social venue, and why non-alcoholic drinks do not belong at the end of the bar menu. He also discusses the internationalisation of the brand and its expansion in the United States.

You say daydrinking is not a trend. Why is that?

André Stork: Because it is the result of a broader development. People go out earlier, aperitif culture has grown and social occasions increasingly take place during the day. Enjoyment is no longer limited to the evening. Daydrinking describes conscious, social drinking throughout the day.

This becomes particularly visible during Dry January, when many people decide to take a break from alcohol. They meet more often during the day, go out more deliberately and look for equal alternatives. And at some point you realise you can’t drink coffee all day. The day needs its own rituals. That’s where daydrinking comes from.

What role do alcohol-free drinks play in this context?

André Stork: They create choice. Today, many people drink alcohol-free at lunchtime or in the afternoon without making a statement. They still want to belong and to hold a high-quality drink in their hand. Whether alcohol comes into play later or not is secondary. What matters is that everyone at the table has the same value in their glass.

You often describe bars as social spaces.

André Stork: Because that’s exactly what they are. Bars are among the last open social spaces where people truly come together. Alcohol has long been a tool to facilitate encounters, but it is not a prerequisite. It’s about atmosphere, conversation and shared experiences. A good bar makes all of that possible, regardless of what’s in the glass.

What does that mean in practical terms for bar menus?

André Stork: Integration instead of substitution. Alcohol-free drinks should not be placed at the end of the menu, but at the beginning or integrated equally. For bars, this is also a clear business opportunity. They can become relevant earlier in the day, open earlier and sell more high-end drinks in early hours. Many guests consciously avoid alcohol during the day. If you still offer them high-quality drinks, the day gets longer – and so does turnover.

UNDONE was internationally oriented from the very beginning. Why?

André Stork: Because drinking culture, bar culture and hospitality work globally. Bar menus are among the most international cultural phenomena there are.
But it’s not only about bars. Private and social occasions such as birthdays, weddings or receptions work in very similar ways around the world. People come together, celebrate, exchange ideas. Food and drinks are always part of it.

Social life connects people across cultures. That’s why it was clear to us from the start that UNDONE had to be thought internationally.

Today you are active in around 30 markets.

André Stork: Yes, and only about a quarter of our revenue now comes from Germany. Internationality was never a goal in itself for us. It was simply the logical consequence of how this industry works. If a product is meant to work in bars and social settings, you automatically think internationally.

How do you experience the perception of a German brand in an international context?

André Stork: I often notice that questions tend to focus more on potential problems than on what is actually happening: a German brand becoming internationally relevant.
Personally, I always enjoyed seeing German brands behind bars when travelling. Jägermeister, Beck’s, Monkey 47 or Thomas Henry are good examples. They show that origin and international relevance can go hand in hand and provide orientation.

What role do brands play in the beverage world?

André Stork: A very important one. Brands provide orientation, trust and attitude. A good drink doesn’t just need a good recipe, it also needs a clear brand call.
There are not many German beverage brands with strong international presence. That makes it even more important to take this role seriously and fill it with confidence.

You are building the US market together with Thomas Henry.

André Stork: Exactly. While Thomas Henry continues to successfully support the growth of UNDONE in Germany and other international markets, the model is reversed in the US at the start. There, UNDONE Americas markets Thomas Henry. We build and share the structures completely together. It’s a true partnership at eye level, and it has been very successful very quickly. Already, around a quarter of our revenue comes from the US.

What personally drives you?

André Stork: From the beginning, it was important to me to actively shape change. Back in 2015, I deliberately put alcohol-free on my innovation agenda because it was obvious to me that the need had always existed but had not been properly addressed. Today, societal changes reinforce this need. People meet at different times and more consciously. If you want to remain relevant, you have to respond to that.

I don’t believe the industry has a fundamental problem. It is going through an adaptation process. People still want to meet, eat, drink and spend time together, especially in an increasingly digital world.

If, together with others, we can use UNDONE to inspire more people for gastronomy, bars, social occasions and great drinks, everyone benefits. That’s what drives me.

What are your plans for this year?

André Stork: We want to become much more visible as a brand. More personal, closer, more present. We will be attending many international trade shows, appearing at several festivals in Germany for the first time, and we are currently running our Dry January campaign. At the same time, we have just shipped our first order to China, and the Gulf Bar Show is coming up next.

Our focus remains clearly on Germany, Austria and the US. It’s about being present, having conversations and continuing to positively shape this topic.

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+++ We would like to André Stork 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! +++