Distiller was founded and built by spirits enthusiasts and appreciators. Some of us know more than others, but we’re united in a shared appreciation for spirits, their history and range. As we began to learn more about spirits, we found all sorts of blogs and books about what other people had enjoyed, but nothing really helped us find what we might enjoy next. We spoke to Mikael Mossberg, the Co-Founder of Distiller about how his app is revolutionizing whisk(e)y experiences for all whiskey lovers.
Mikael, tell us a bit about yourself. What were you doing/involved with before you decided to do Distiller.
MM: I started my career working in the music industry at a major record label. I worked on digital marketing campaigns for large artists like Green Day, Eric Clapton, and Metallica. After a few years I was starting to feel like I wanted to try something new, so I left the label and haven’t looked back since!
“We want to be an information resource, but also a community that empowers our users to share their experiences and opinions about the spirits they’re trying.”– Mikael Mossberg
Tell us about your vision for the App. Distiller. Did you see a gap in the market that required this type of app to be built, or was it more as a hobby or business venture, maybe both?
MM: The idea for Distiller really sprang from my own growing interest in whiskey. I felt especially when going to the store or visiting a bar that I had no idea what was any good. It’s hard to know, as a consumer, if the staff at a bar or store is really helping you make the right purchase, or just pushing something that they need to sell. I was a member of the Los Angeles Whiskey Society at the time (run by the amazing Seven Grand in downtown LA), and it really struck me how useful it would be to have that sort of information in a mobile application so people could have a resource with them at all times. Distilled spirits are not cheap to buy, so I thought it was important that people should have a trustworthy tool to help them make the right decisions.
What is your role with the company.
MM: I’m one of two co-founders, and I’m the CEO. Calling yourself a CEO of a tiny company often feels silly, but really my role is to help drive the direction of the company. We feel like we’re sort of in uncharted territory with Distiller, so it’s not always easy, but I do my best!
Tell us about your day to day activities as the Founder and CEO of the company.
MM: It really depends on the day! Because we’re such a small team I’m deeply involved in every part of the company. I help with product designs and feature planning. I help with feature testing and product management. Marketing, content creation, financial planning, strategic partnerships, networking, HR, hiring, data analysis, talking with users, budgeting… the list goes on and on. I guess I’m a swiss army knife!
How did you find yourself in the world of Whisky? Do you remember your first dram, or what led you into this industry?
MM: It was a slow entry, I think. Growing up I remember my dad always pouring himself a dram on Friday evenings when he’d get home from a long day at work. Something about it seemed so relaxing and enjoyable. In college, myself and a few friends would pool our money to buy a bottle of Maker’s Mark to enjoy with cheap cigars. I gradually started branching out into single malts, learning about how different types of whiskey were made, and I began to really consider it a hobby more than a passive interest.
Who else is involved with this company?
MM: Like I said, it’s a pretty small team. Right now it’s myself, my co-founder Brent, our Spirits Editor & Director Stephanie, our Director of Technology Andrew, our Spirits Coordinator Anne, and a handful of interns. Those are the only full time people behind the entire app and website.
Tell us a bit about the App. What features are distinct. What makes your app stand out from all the rest in the market?
MM: When we started work on Distiller there were a lot of discussions about what other apps we might try to model ourselves after. Obviously there are wonderful beer apps like Untappd that are really focused on social “check ins” of the beers you’re trying. Then there are more e-commerce focussed wine apps like Vivino, which are beautifully made and absolutely stuffed with rich information. I think what differentiates Distiller is also what differentiates distilled spirits consumption from beer and wine consumption. We fundamentally believe it’s a different sort of experience than having a draught beer or a glass of wine, and so the DNA of an app and website about distilled spirits has to be different as well. We want to be an information resource, but also a community that empowers our users to share their experiences and opinions about the spirits they’re trying.
The whisky market is seeing a huge boom, do you feel that now is the most exciting time to be a whisky lover?
MM: I think in a lot of ways it’s a really exciting time, in that there are just so many new things hitting the market every day. Conversely I imagine it has to be frustrating to be a newer whisky consumer, reading about all of these delicious and now hyped up products that you’ll likely never get to try, or if you do get the chance, have to pay an arm and a leg for. Still, the booming craft market, the increase in dedicated and high quality whiskey bars, and the huge impact the boom has had on inventory at local stores are all really exciting!
What are you guys doing to scale, or grow your business?
MM: We have a lot of things planned for 2017. I think something that any small business owner will tell you, and this is really hard advice to take, is that you have to focus on doing one thing really well. You can’t “boil the ocean” as they say. We think we’re the best distilled spirits app out there, and so 2017 is going to be all about new content, features, and developments that are aimed at furthering that vision. We’re focussing all of our energy on making the best possible product for our users.
Lets get personal. What are your top 3 favorite whiskies? And what is your everyday go to dram.
MM: What an impossible question to answer! I’ll do my best… The Parker’s Heritage Wheat Whiskey 13 Yr is still one of the most amazing things I’ve ever tasted. Lock Stock & Barrel Rye (another 13 Yr) is another favorite. And I’m just an all around Four Roses fan and would have any Four Roses single barrel in my house as an every day dram. Yellow Spot is another huge favorite of mine, as is High West Midwinter Night’s Dram, and I do dearly love the Glenrothes 1994. That was 6 whiskeys and I want to keep going. I tried my best!
That’s a great list. I am sure you could go on and on. Mikael, countries like Japan, Taiwan and South Africa are becoming more and more known in the whisky market, do you believe that now whisky is truly becoming a global phenomenon?
MM: Oh absolutely. You’re seeing some really amazing stuff coming out all over the world. The countries you mentioned, plus Australia, India, and even France. You’re also seeing huge resurgences in countries like Ireland and Canada who are putting out some truly spectacular whiskeys.
What is in the pipeline for 2017? Are there any new features you can give us a preview to?
MM: I won’t go into specifics too much other than to say we’re hard at work on some features that our users have been asking for for a long time. It’s all about making Distiller easier to use, more fun, and more engaging. Our dream features list is 20 miles long, but we’ve spent a lot of time looking at our data, talking with our users, and asking them questions over the past year and we think we’ve put together a really exciting and solid pipeline for this year.
Where do you see your company 5/10 years from now? What do you want to be known for?
MM: I think at the heart of it we want to be truly useful and provide real value to people. I think awards and being seen as “the best” are fun, but they only really come from creating something that people truly find valuable. Without that, the novelty will eventually wear off and people will move on. If we’re around in 10 years it will be because we’ve been very fortunate, had a good dose of luck, and haven’t lost sight of what makes our product special to people. As long as we keep working hard, remember to have fun with what we’re doing, and keep working towards a better version of Distiller that helps people in their lives, then I think we have a shot!
Is there anything else you’d like to share with our readers?
MM: If you’re a fan of whiskey or other distilled spirits, try giving us a shot! We’re at distiller.com, and have free apps on Android and iOS. We put out new reviews every single day, as well as stories from around the spirits world. Expect some big updates and new features this year as we continue trying to make the best app for spirits fans.
Also a big thanks to Taste The Dram for reaching out to chat about what we’re up to over at Distiller. Cheers!
