There are few things as esoteric as spirits, wines and beers. There are literally millions of each around the world, and each has a following. Some more than others, of course, but tastes and customs vary so widely that anything goes.
A fleet of bicycles and bunches of sambucas nigra, a dainty white flower that blossoms for only a few days in early spring, seem an unlikely combination to bring something truly new to the adult beverage universe.
When you have an industry that has shown nothing but growth in this century, everybody wants to get into the act.
As consumer preferences increasingly favor the spirits segment of the adult beverage industry, to the detriment of beer sales, there is increased interest in gaining control of quality brands that sell.