Sbstnz Gmbh & Co . Kg

What Sbstnz Gmbh & Co . Kg does

Sbstnz GmbH & Co. KG is a Berlin-based boutique agency and consulting firm specializing in the drinks industry. Founded around 2010 (the firm cites nearly 14 years of beverage and FMCG specialization), it operates as a German limited partnership (GmbH & Co. KG) with a headcount of 1–10 employees and is led by Managing Directors John Benjamin Savary and Alexander Justynowicz. The company is organized into two service units: sbstnz agency, which delivers brand activation, advocacy programs, brand building, trade marketing and sales, events and experiences, communication, innovation, concept development, and visual identity work; and sbstnz consulting, launched in 2024, which provides change management, culture and purpose, learning and development, organizational development, and strategy and planning services.

The firm's core product surface is a portfolio of branded advocacy and learning platforms built and managed for specific spirits clients. The Blend is a bartender community for Beam Suntory (nationally launched 2019); Hubertus Circle is a firm-founded bartender advocacy program now active in 18 countries; Meister Academy is a global learning platform for Jägermeister rolled out across 150+ markets; the Trade Meister Game is a gamified e-learning tool for Jägermeister's sales force; Munkepumpe is a branded mixing tool; and House of Suntory Dojo is a German-market adaptation of Suntory's Japanese bartending program. These platforms are built on standard digital learning and community-management stacks; no proprietary AI or technology is disclosed.

The business model is project-based professional services revenue from enterprise food and beverage clients, with named engagements including Jägermeister, Hendrick's Gin, Beam Suntory, Campari, Highland Park, Hardenberg Distillery, Einbecker Brauhaus, Audi, Krombacher, William Grant & Sons, Brugal, Maker's Mark, Schweppes, Thomas Henry, Pernod Ricard, and Kessler. Pricing is quote-based and not publicly disclosed. Go-to-market is sales-led with personal-calendar engagement (e.g., "Have a Negroni with Benny"), community-led advocacy programs targeting bartenders and hospitality professionals, and event-driven activations at BCB Berlin and OMR Festival. The company is privately held with no external investors and no disclosed funding rounds.

Name

Sbstnz Gmbh & Co . Kg

Legal name

sbstnz GmbH & Co. KG

Website

https://sbstnz.de

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Sbstnz GmbH & Co. KG is a Berlin-based boutique agency and consulting firm specializing in marketing, sales, and brand development for the drinks industry, serving enterprise spirits and beverage clients through agency and consulting units.

Ownership category

akta.pro rank

Product category

Marketing & Brand Consulting Services

NAICS

Advertising Agencies (541810), Management Consulting Services (54161)

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industries

Customer, Marketing & Sales Consulting (BPAHACAG), B2B / Account-Based Marketing (ABM) Strategy Consulting (MPAAAFAM)

Keywords

• Drinks industry consulting
• Brand activation services
• Trade marketing agency
• Bartender advocacy programs
• Beverage brand strategy

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consulting Services: Strategic consulting for business and brand development, including change management, culture & purpose, organizational development, strategy & planning, and learning & development programs.
2. Agency Services: Full-service agency offerings including brand activation, advocacy programs, brand building, trade marketing & sales, events & experiences, communication, innovation, concept development, and visual identity & branding for food & beverage brands.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels7 records

Core offering

sbstnz provides agency and consulting services focused on the drinks and FMCG industry through two units: sbstnz agency delivers brand activation, advocacy programs, brand building, trade marketing, events and experiences, communication, innovation, concept development, and visual identity for F&B brands; sbstnz consulting delivers change management, culture and purpose, organizational development, strategy and planning, and learning and development services. Notable branded programs include The Blend, Hubertus Circle, Meister Academy, and Trade Meister Game.

Product overview

sbstnz GmbH & Co. KG is a German marketing and consulting agency specializing in the food and beverage industry. The company operates through two distinct service units: sbstnz agency (brand building and selling) and sbstnz consulting (business and cultural development). The agency unit offers brand activation, advocacy, brand building, trade marketing and sales, events and experiences, communication, innovation, concept development, and visual identity and branding services. The consulting unit provides change management, culture and purpose, learning, organisational development, and strategy and planning services. Notable branded programs and platforms include The Blend (bartender community advocacy platform), Hubertus Circle (international bartending advocacy program spanning 18 countries), Meister Academy (global learning platform for Jägermeister), Trade Meister Game (gamified e-learning tool), Munkepumpe (branded mixing tool), and House of Suntory Dojo (Japanese bartending training program).

Differentiator

Problem solved

Functional benefit

Products and services

• sbstnz agency Core agency service offering strategic brand building, marketing strategy, and omnichannel commercial execution for food and beverage brands. Services include brand activation, advocacy programs, brand building, trade marketing, events and experiences, communication, innovation, concept development, and visual identity and branding.
• sbstnz consulting Business development consulting unit focused on economic and cultural growth from the inside out. Services include change management, culture and purpose development, learning and development, organisational development, and strategy and planning.
• The Blend Beam Suntory's leading bartender and mixologist advocacy program managed by sbstnz. An ultimate bartender community for education and inspiration, offering bar education, expert-led mixology workshops, and networking within the cocktail and bar scene. Includes community management, social media, content creation, and execution of exclusive bar events.
• Hubertus Circle International bartending advocacy program connecting and supporting talented bartenders. Provides targeted training, further education, scholarships, and exchange programs. Has expanded to 18 countries as a respected hub for the international bar community.
• Meister Academy Global learning and training platform for Jägermeister rolled out across 150+ markets. A scalable platform for brand managers, sales teams, and market leads combining smart UX, mobile-first design, and tailored content with interactive formats, progress tracking, and gamified elements like badges and competitions.
• Trade Meister Game A playful e-learning game developed by sbstnz for Jägermeister's sales training, featuring true-to-life design, authentic discussion situations, and typical challenges employees encounter in sales. Teaches participants about trade and gastronomy segmentation, touchpoints, and year-round activation. Key to international standardization of sales quality.
• Munkepumpe An exclusive branded mixing tool created by sbstnz for the Hubertus Circle. A Jägermeister MANIFEST branded content tool and PR vehicle that was taken on tour across Germany to showcase the premium portfolio expansion.
• House of Suntory Dojo German market adaptation of Suntory's global bartending craftsmanship and philosophy program. Features high-level workshops including Japanese Bartending sessions rooted in Omotenashi (hospitality), Monozukuri (craftsmanship), and Wa (harmony). Includes the Kaizen Competition.

Quantifiable outcome

• Hubertus Circle reached 18 countries
• +3 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Deutsche Barkeeper Union (DBU)coreStrategic or Co-development Partner · 1 January 2024Five-city roadshow partnership exploring international bar rankings and recognition pathways; collaboration with 50 Best and client to help German bars gain global visibility
• zwzw agencyminorStrategic or Co-development Partner · 1 January 2022Collaboration with zwzw agency on Hendrick's Neptunia submarine activation at OMR Festival 2022 - raising the bar of unusual experiential marketing for Hendrick's Gin
• Studio GrauminorStrategic or Co-development PartnerDesign partnership for Einbecker brand strategic evolution and visual identity modernization
• STORK CLUBcoreStrategic or Co-development PartnerJoint product development collaboration creating Spacewalk Single Cask Rye Whiskey - combining STORK CLUB's whiskey craftsmanship with sbstnz's brand development and marketing capabilities
• WG&S (Wirth & Partner?)minorStrategic or Co-development PartnerPartnership agency for Hendrick's Grand Hotel immersive theater event and Hendrick's Room Service activation across five German cities

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Kempertrautmann: Hamburg creative agency known for brand strategy, campaign development, and digital activation across FMCG categories; overlaps with sbstnz on brand-building and creative agency services for consumer brands.
• 72andSunny: Global creative agency with cultural and experiential campaigns across consumer brands including beverages; competes with sbstnz for challenger and lifestyle-driven spirits/beer briefs.
• Jung von Matt: One of Germany's largest independent creative agency networks with a strong portfolio of FMCG and beverage brand work (including spirits and beer); competes with sbstnz for enterprise pitches while offering broader scale and media capabilities.
• Grabarz & Partner: Hamburg-based independent creative agency with award-winning work for FMCG and beverage brands; comparable to sbstnz on craft quality and German-market brand-building expertise.
• Oliver Wyman: Global management consulting firm with a consumer and retail practice that includes beverage clients; comparable to the strategic consulting arm (change management, org development, strategy) of sbstnz's consulting unit.
• Anomaly: Global independent creative agency with significant spirits and consumer brand experience (e.g., Budweiser, Absolut); competes with sbstnz for premium beverage brand mandates and shares its independent, craft-led positioning.
• Wieden+Kennedy: Iconic independent creative agency with a long track record in spirits (notably Hendrick's Gin) and experiential marketing; comparable to sbstnz on craft, cultural relevance, and category-defining brand work in beverages.
• Serviceplan Group: Large Munich-headquartered integrated agency group with extensive FMCG, retail, and beverage clients; competes for the same spirits and beer enterprise mandates as sbstnz but from a full-service, multi-discipline platform.
• Accenture Song: Global experience and brand consultancy combining strategy, creative, and technology at scale; comparable to the integrated consulting + agency offering sbstnz is building toward with its 2024 dual-unit restructuring.

Direct peers

• Liquid Thread: Liquid Thread is a creative and experiential agency purpose-built for the wine, beer, and spirits industry — the closest direct competitor to sbstnz on beverage vertical focus, advocacy program design, and on-/off-trade activation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/sbstnz
• Instagraminstagram.com/sbstnz_bln

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sbstnz Gmbh & Co . Kg