Experiences: Basque Moonshiners S.L.

Please tell us what your business offers

BASQUE MOONSHINERS is a craft distillery that produces innovative products from local raw materials using traditional methods.

We produce high quality products with an innovative image and differentiating elements such as the production of the first potato vodka (BASMOON Vodka) made in Spain, the first single malt whiskey (AGOT Single Malt Basque Whisky) made in the Basque Country, a range of cannabis bitters (SATIBASQUE Aromatic Bitters) or the only aged potato distillate made worldwide (PAttAR by Basque Moonshiners).

What’s your added value?

We use local raw materials of the best quality (potato and cereal), we produce in small batches to control quality to the maximum and we develop very exclusive products to cover international market niches.

We always look for authenticity and transparency without ever giving up the highest quality.

We also seek to have direct and close contact with our suppliers to generate value throughout the supply chain.

Who makes up your company?

We are currently 4 partners in BASQUE MOONSHINERS:

Carlos Ortíz de Zárate – Master Distiller

Eduardo Martinez de Murguia – Strategic Marketing

Lalo Antón – Partner/ Board Member

Jose Luis Navarro – Managing Director

In addition to two people employed in production and administrative positions.

What have been your main challenges during these months and how have you dealt with them?

These last two years have been an important challenge for BASQUE MOONSHINERS.

After overcoming the first years of entrepreneurship (the company was founded in 2014 and we launched the first product to the market in 2015) and starting to consolidate markets domestically and internationally; we found ourselves in March 2020 with a pandemic at global level. This meant a reorganization of the commercial and marketing strategy, reorienting the sale of products to the internet (online) and replacing the traditional Ho.Re.Ca. channels with specialized retail.

Fortunately the products we launched in 2019 (AGOT Single Malt Basque Whisky and SATIBASQUE Aromatic Bitters) and 2020 (BIKKUN Vatted Malt Whisky) have been recognized at state and international level and that has given us great visibility in key markets for our development.

After leaving behind the pandemic, a serious supply crisis of raw materials has arrived, caused in part by the war in Ukraine, but also by the breakage of supply chains during the pandemic, which has led to an illogical rise in prices and has given us a new challenge to maintain markets at the cost of sacrificing margins. All this while maintaining commercial and production dynamism.

What new projects are you working on?

We are currently working hard to open new markets internationally, and consolidating those where we already have a presence.

From a product point of view, we are investing heavily in whisky and will be launching 3 new labels in the coming months:

AGOT Single Malt Basque Whisky – New edition in 2022nd October with a strong presence of Rioja Alavesa casks.

BIKKUN Vatted malt Whisky “American Edition” – After reaching a collaboration agreement with FEW Spirits, the largest North American reference in craft whiskey production, we will launch a joint product for the European market with the best of American bourbon and the most special whiskey aged in Rioja Alavesa barrels.

BIKKUN Vatted Malt Whisky “Beer Edition” – New collaboration with LAUGAR Brewery (Gordexola) for the launch of a new whiskey with the best of craft beer and the special touch of the Basque Moonshiners.

How do you see the company in 10 years?

We are in a phase of great growth with what this means in terms of production capacity, physical space, personnel, investments… but at the same time it motivates us to continue working hard and with the same strategic line.

At the product level, in 10 years we see ourselves with a reference in the elaboration of craft whiskey at European level (New World) and with a consolidated stock of barrels to be able to face the new markets that we intend to develop.

On this path, we will not neglect the positioning of other products that have brought us this far, such as BASMOON Vodka, JACKAL Vodka, SATIBASQUE…

In terms of markets, we intend to consolidate the main European markets where we are present (Poland, Germany, France, Italy and Holland), and develop new markets in America such as the USA, Canada, Mexico, Panama and Colombia.

In Europe, we have the great challenge of returning to the UK, a market lost after Brexit, and opening Portugal and Belgium.

Asian markets are a second priority, although we already have a presence in some of them (China, Hong Kong).

We are looking for sustained and sustainable growth.

How has the Basque public sector helped you?

At public level we have to thank the initial support with the important investments in 2014/2015.

We also feel their help in our internationalization process with the organization of stands at important trade fairs in the sector, organization of trade missions and various initiatives to promote the local product.

We would like the spirits sector (distillates) to have its own space at fairs where we are very well supported by wineries from Rioja Alavesa and Txakoli, but at times it puts us out of place.

And we consider it very important to be agile in the processing of licenses and permits.

What would be your recommendation to somebody who’s starting out?

My recommendation would be to develop a good business plan, to have a lot of perseverance and to select well the partners with whom you want to walk the road.

Entrepreneurship is very enriching, but hard in many moments, and having things clear and good traveling companions is fundamental.

We also believe it is very important to have a long-term vision and to avoid rushing and hasty decisions.

If you have any other question you’d like to be asked or you’d like to mention, please indicate it here. To be considered:

We would like to highlight that consistency, authenticity and transparency are leading to the recognition of our products at international level as Best Spanish Single Malt 2020, Craft Distillery of the Year 2021, Best Spanish Blended Malt 2022…

We would like that locally the products that are made in the Basque Country with the highest quality were much more valued and we could feel proud of it. For that goal we will continue working hard and making country here and internationally.

Is it true that there is a change in the consumption habits of beverages with high alcohol content? How do you see its evolution and what do you consider to be the key aspects?

Indeed, we see that consumption patterns are changing, both in terms of products and experiences. On the one hand, we are pleased to see that quality is taking precedence over quantity, and on the other hand, there is a trend towards more responsible consumption, associating it more with gastronomy and daytime consumption.

New consumers want to know what they are drinking and who makes it. There is less and less room for marketing products with expensive promotional campaigns. We want to know what we consume and not to be told stories.

On the other hand, we also face the challenge of how to reach consumers now that traditional distribution channels are in a deep existential crisis and need to adapt to new consumers and new technologies.

You became well known locally for having the Alavese potato as a raw material, but your sales are international. Selling your beverages abroad is complex and Brexit and Covid do not help. In spite of this, you have a very good growth progression. Tell us your secret.  

The main secret is hard work and NO complacency. During this period without fairs or trips, we have had to adapt and reach our customers and consumers through other ways (online sales, Instagram, zoom, etc…).

On the other hand, quality and transparency is our sales argument, and consumers are understanding it.

The market is global and we have them within reach, we just have to work, work and work.