Apologue
- Company typePrivate
- Founded2018
- HeadquartersChicago, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
Apologue firmographics
Firmographics- Name
- Apologue
- Legal name
- Apologue, LLC
- Website
- https://apologueliqueurs.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Apologue is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Apologue business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Liqueur Product Sales: Apologue generates revenue through direct sales of bottled liqueurs. Their six core liqueurs (Aronia, Carrot, Persimmon, Paw Paw, Saffron, Celery Root) are sold through retail channels (bottle shops, liquor stores) for home consumption and through on-premise channels (bars, restaurants) for cocktail service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 750ml bottles priced at retail |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
Apologue product offering
Product offeringCore offering
Apologue crafts and sells small-batch liqueurs made from farm-grown, non-GMO ingredients with full label transparency. The company produces six core expressions (Aronia Berry, Carrot Root, Persimmon Bittersweet, Paw Paw Fruit, Saffron Spiced, and Celery Root Herbal), which are sold in 750ml bottles at approximately $35 each through independent retailers, on-premise accounts, and direct channels.
Product overview
Apologue is a craft liqueur company based in Chicago, Illinois, producing a portfolio of six distinct liqueurs made from farm-grown, non-GMO ingredients with unique, palate-provoking flavors. The core product line consists of six liqueurs: Aronia Berry (24% ABV), Carrot Root (25% ABV), Persimmon Bittersweet (27% ABV), Paw Paw Fruit (33% ABV), Saffron Spiced (35% ABV), and Celery Root Herbal (37% ABV). Each liqueur features a unique primary ingredient sourced from regional farmers, with ingredients listed directly on the bottle for transparency. The company also offers cocktail recipes and maintains partnerships with local distributors across multiple U.S. states. Apologue operates as a Certified B Corporation committed to sustainability and community impact.
Differentiator
Problem solved
Functional benefit
Products and services
- Aronia Berry Liqueur A craft liqueur made from aronia berries, with on-site pressing of fresh berries. Sold in 750ml bottles (~$35) to consumers and on-premise accounts.
- Carrot Root Liqueur A craft liqueur made from farm-grown carrots. Sold in 750ml bottles (~$35) to consumers and on-premise accounts.
- Persimmon Bittersweet Liqueur A bittersweet craft liqueur made from persimmons. Sold in 750ml bottles (~$35) to consumers and on-premise accounts.
- Paw Paw Fruit Liqueur A craft liqueur made from paw paw fruit, a distinctive North American fruit. Sold in 750ml bottles (~$35) to consumers and on-premise accounts.
- Saffron Spiced Liqueur A spiced craft liqueur made with saffron. Sold in 750ml bottles (~$35) to consumers and on-premise accounts.
- Celery Root Herbal Liqueur A herbal craft liqueur made from celery root. Sold in 750ml bottles (~$35) to consumers and on-premise accounts.
Quantifiable outcome
- Available in ~100 Chicagoland bars and restaurants within first year of launch
- +1 more outcomes
Companies that use Apologue
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles3 records
Apologue technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Apologue partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Skurnik Wine & SpiritscoreSkurnik Wine & Spirits serves as Apologue's distributor in California, handling distribution to retail and on-premise accounts throughout the state.
- Lanterna DistributorscoreLanterna Distributors handles Apologue's distribution in D.C., Delaware, and Maryland.
- LagniappecoreLagniappe serves as Apologue's primary Illinois distributor, covering the Chicago market and surrounding areas.
- Coldbrook Farm (John Pilcher)coreJohn and Mildred Pilcher founded Coldbrook Farm in Crete, IL in 2008. They grow over 10,000 aronia plants on 13 acres and supply Apologue with aronia berries for their Aronia Liqueur. Frozen whole berries are pressed onsite at Apologue's distillery.
- Growing Solutions FarmcoreGrowing Solutions Farm is an urban vocational farm run by Urban Autism Solutions in Chicago's Illinois Medical District. Apologue contracts with them to grow celery root for their Celery Root Liqueur. Connected through Advocates for Urban Agriculture.
- Oriana's OrchardsminorOriana's Orchards supplies paw paw fruit for Apologue's limited-release Paw Paw Liqueur. The tropical-tasting fruit is native to the Midwest but has limited commercial availability due to short shelf life.
- BOTLDcoreBOTLD handles Apologue's distribution in Pennsylvania.
- Left BankcoreLeft Bank serves as Apologue's distributor in Wisconsin.
- Burke BeveragecoreBurke Beverage handles Apologue's distribution in Massachusetts.
- Lipman BrotherscoreLipman Brothers serves as Apologue's distributor in Tennessee.
- Off Shoot SelectionscoreOff Shoot Selections handles Apologue's distribution in Missouri.
- Tradition Wine & SpiritscoreTradition Wine & Spirits serves as Apologue's distributor in Minnesota.
- Ultimate DistributorscoreUltimate Distributors handles Apologue's distribution in Georgia.
- Rumi SpiceminorRumi Spice sources saffron responsibly from farmers in Afghanistan and supplies this ingredient to Apologue for their Saffron Liqueur. The world's most expensive spice is sourced through direct relationships with Afghan farmers.
- Twin TykesminorTwin Tykes in Indiana supplies persimmons for Apologue's Persimmon Liqueur.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Apologue competitors and assessment
Company assessmentBroad incumbents
- Campari: Global bitter aperitivo liqueur and the dominant incumbent in the category where Apologue's Persimmon Bittersweet competes. Comparable bitter/aromatic liqueur format.
- Dolin Vermouth de Chambéry: Established French producer of vermouths and liqueurs with similar botanicals-driven craft positioning and bartender channel focus.
- Aperol: Mass-market Italian aperitivo (Campari Group) that competes head-to-head with Apologue's Persimmon Bittersweet at the bitter/spritz end of the category.
- St-Germain: Premium French elderflower liqueur (owned by Bacardi) that pioneered the floral liqueur category Apologue targets; comparable premium price point and bartender-driven GTM.
- Luxardo: Italian premium liqueur maker (notably maraschino and cherry liqueurs) with established bartender credibility and premium retail presence — comparable premium/craft liqueur peer.
Direct peers
- Letherbee Distillers: Chicago-based craft distillery making small-batch gin, vodka, and liqueurs (including Bësk, on which Robby Haynes collaborated). Closest analog by geography, scale, and craft-distillery ethos.
- Tattersall Distilling: Minneapolis craft distillery producing a wide range of cocktails and liqueurs using regional ingredients; similar Midwest craft-distillery model and multi-SKU portfolio.
- Greenbar Distillery: LA-based craft distillery emphasizing organic, plant-based, and slow-distilled spirits with a sustainability/clean-label ethos — directly analogous to Apologue's all-natural, B Corp positioning.
- FEW Spirits: Evanston, IL craft distillery producing gin, whiskey, and liqueurs with a focus on quality ingredients and small-batch production — comparable Midwestern craft spirits peer.
- Rhine Hall Distillery: Chicago fruit-focused craft distillery producing brandies and grappa from Midwest-grown fruit. Comparable to Apologue in its single-origin Midwest ingredient story and Chicago headquarters.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Apologue social profiles
Digital presenceApologue compliance and trust
Trust signalCompliance2 records
Apologue financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apologue leadership team
Management profileNumber of profiles
Profiles3 records
Apologue funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apologue M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Apologue
What does Apologue do?
Apologue crafts and sells small-batch liqueurs made from farm-grown, non-GMO ingredients with full label transparency. The company produces six core expressions (Aronia Berry, Carrot Root, Persimmon Bittersweet, Paw Paw Fruit, Saffron Spiced, and Celery Root Herbal), which are sold in 750ml bottles at approximately $35 each through independent retailers, on-premise accounts, and direct channels.
Is Apologue a public or private company?
Apologue is a private company. It is classified as venture growth investor backed and is currently operating.
When was Apologue founded?
Apologue was founded in 2018. It employs 11 to 50 people.
Where is Apologue based?
Apologue is headquartered in Chicago, United States, in the North America region.
How does Apologue make money?
One revenue line is on record: liqueur Product Sales.
Who are Apologue's main competitors?
Broad incumbents on record are Campari, Dolin Vermouth de Chambéry, Aperol, St-Germain and Luxardo. Direct peers are Letherbee Distillers, Tattersall Distilling, Greenbar Distillery, FEW Spirits and Rhine Hall Distillery.
Does Apologue have an API?
No public API is recorded for Apologue.