How Toby Alderweireld Built a Premium Drinks Brand with Zero Industry Experience

Dr. Niklas Richter · 2026-10-15

### From Scratch to Seven Products: The MM Antverpia Story When Toby Alderweireld and Thomas Tisson launched MM Antverpia in 2021, they had no idea what they were doing. "We actually knew nothing," they admit. But fast forward to today, and the brand boasts seven products, has been profitable for four years straight, and just grew revenue by another 50% this year. Not bad for a couple of guys who started with their own money in an already crowded market. So how did they do it? In this episode, they break down their journey, from the decision to invest heavily in a custom bottle from day one to their deliberate choice to avoid big retail and not lean on Toby's famous name as the main selling point. ### The Power of Doing It Your Way One of the first things that set MM Antverpia apart was their willingness to spend on a unique bottle design. "We knew we needed something that stood out on the shelf," says Thomas. "So we put a lot of our initial budget into that." It was a risky move, but it paid off. The bottle became a conversation starter and a key part of their brand identity. They also decided early on not to chase big retail contracts. Instead, they focused on building relationships with bars, restaurants, and specialty shops. "We wanted to control our story," Toby explains. "If we went to big retail, we'd be just another product on the shelf. This way, we can tell our story and connect with customers." And speaking of story, they made a conscious effort not to use Toby's name as the primary selling point. "Of course, it helps, but we didn't want that to be the only reason people bought our drinks," says Toby. "We wanted the quality to speak for itself." ### The Golden Edition and Beyond One of their most successful products is the Golden Edition, inspired by Toby's Golden Shoe award. "It was a natural fit," says Thomas. "We wanted to create something special to celebrate that achievement, and it resonated with our customers." The brand is also riding the wave of growing demand for non-alcoholic drinks. "We've seen a huge shift in consumer behavior," says Toby. "More and more people are looking for premium non-alcoholic options, and we're happy to provide them." Looking ahead, MM Antverpia has its sights set on further growth in the Netherlands and plans to enter the UK market. But they're deliberately holding off on the US for now. "We want to make sure we have the right strategy before we take that step," Thomas explains. ### Breaking News: MM Antverpia Lands at Brussels Airport In a major milestone, MM Antverpia products are now available in the tax-free shops at Brussels Airport. "This has been a goal of mine since 2022," says Thomas. "It's a huge validation for our brand and opens up a whole new audience." ### The Realities of Entrepreneurship in Belgium The conversation then turns to the challenges of running a business in Belgium. They discuss hiring, taxes, regulations, and the frustrations that come with being an entrepreneur. "It's not easy," Toby admits. "But we love what we do, and we believe in our product." Despite the hurdles, they've built a successful brand by playing to their strengths. Toby handles the marketing and public relations, while Thomas focuses on operations and sales. "We complement each other well," says Thomas. "We have different skills, but we share the same vision." ### A Lesson in Celebrating Success One of the key takeaways from the episode is the importance of pausing to appreciate what you've achieved. "Toby sometimes needs to be reminded to stop and look at how far we've come," Thomas says with a laugh. "We're so focused on the next goal that we forget to celebrate the wins." It's a lesson for any entrepreneur: while it's important to keep pushing forward, it's equally important to acknowledge your progress. As Toby puts it, "You have to enjoy the journey, not just the destination." For more inspiring conversations with Belgian entrepreneurs, visit the podcast website. And if you find these stories valuable, don't forget to subscribe and leave a 5-star review. *This episode is brought to you by our partners: Teamleader, Victus Sales, Blackbird Business, and CloudPoint.*