How Toby Alderweireld Built a Premium Drinks Brand from Scratch (And What You Can Steal from It)

Dr. Niklas Richter · 2026-10-15

Toby Alderweireld and Thomas Tisson launched MM Antverpia in 2021 with a simple idea: create a premium drinks brand that could stand on its own. Today, the company has seven products, has been profitable for four years, and grew revenue by another 50% this year. But that growth didn't happen overnight. In a recent podcast episode, the two entrepreneurs opened up about how they built a premium drinks brand in an already crowded market—using their own money, making bold choices, and learning as they went. ### The Early Days: "We Knew Nothing" Toby and Thomas didn't come from the beverage industry. They had no playbook. What they did have was a willingness to figure things out and a shared vision. "We actually knew nothing," Toby admits. But that didn't stop them. They started small, invested their own funds, and focused on creating a product they could be proud of. One of their first big decisions was to invest heavily in a custom bottle. Instead of using a generic design, they created something unique that would make MM Antverpia stand out on the shelf. It was a risky move—custom bottles are expensive—but it paid off. They also made a conscious choice to avoid large retail chains at first. Instead, they focused on building their brand in bars, restaurants, and specialty shops. This allowed them to control their story and connect directly with customers. And despite Toby's fame as a professional soccer player, they didn't want his name to be the main selling point. "We didn't want it to be 'Toby's drink,'" Thomas explains. "We wanted it to be a great product that happens to have Toby behind it." ### The Role Split: Two Different Strengths Toby and Thomas have very different skill sets, and they lean into that. Toby is the visionary, the one pushing for growth and new opportunities. Thomas is the operator, focused on cash flow, margins, and the day-to-day details. "We complement each other," Toby says. "Thomas keeps the ship steady while I'm looking at the horizon." That balance has been crucial. They've navigated cash flow challenges, marketing decisions, and the complexities of trade shows. And they've seen the non-alcoholic beverage category explode—a trend they've been able to ride with some of their products. One standout success: the Golden Edition, a special release tied to Toby's Golden Shoe award (given to Belgium's top soccer player). It was a limited run that sold out quickly and generated buzz for the brand. ### What's Next: Expansion and a Big Win MM Antverpia is now available in tax-free shops at Brussels Airport—a milestone Thomas had been working on since 2022. That's a huge step for brand visibility and international exposure. Looking ahead, they're planning further growth in the Netherlands and exploring the UK market. Interestingly, they're deliberately holding off on the US for now. "We want to do it right," Toby says. "The US is a huge opportunity, but it's also a big commitment. We're not ready yet." ### The Realities of Entrepreneurship in Belgium The conversation also touched on the frustrations of running a business in Belgium: hiring challenges, taxes, regulations. It's not always easy, but they're pushing through. And there's one lesson Toby is still learning: taking time to appreciate what they've already achieved. "I'm always thinking about the next thing," he says. "But sometimes you have to stop and look at what you've built." ### Key Takeaways for Entrepreneurs - **Start with what you have.** You don't need everything figured out—just the willingness to learn. - **Invest in your product.** A unique bottle might seem like a small detail, but it sets you apart. - **Choose your channels wisely.** Sometimes avoiding big retail early on can help you build a stronger brand. - **Leverage your strengths.** If you have a partner, divide roles based on what each of you does best. - **Be patient with expansion.** Not every market is ready for you—and you might not be ready for it. > "We knew nothing, but we figured it out. That's what entrepreneurship is." – Toby Alderweireld For more insights from Belgian entrepreneurs, check out the podcast. And if you find these conversations valuable, subscribe and leave a 5-star review.