How Two Entrepreneurs Built a Premium Drinks Brand from Scratch

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Toby Alderweireld and Thomas Tisson built MM Antverpia from scratch to 7 products and 50% growth. Here's how they did it—and what you can learn.

Toby Alderweireld and Thomas Tisson launched MM Antverpia in 2021 with little more than a shared vision and their own savings. Today, the brand offers seven products, has been profitable for four years straight, and grew revenue by another 50% this year. Not bad for two guys who admit they "actually knew nothing" when they started. But that growth didn't happen overnight. In a recent podcast episode, they opened up about the messy, thrilling ride of building a premium drinks brand in an already crowded market. ### The Bottle That Made the Brand From day one, they invested heavily in their own custom bottle. Why? Because in a sea of sameness, packaging is your first handshake with the customer. They also made a deliberate choice to avoid big retail channels early on. Instead, they focused on building a loyal following through hospitality and specialty stores. And here's a counterintuitive move: they didn't want Toby's fame as a soccer star to be the main selling point. Sure, his name opens doors, but they wanted the product to stand on its own. That takes guts. ### Cash Flow, Margins, and the Power of Focus Running a business with your own money means every dollar counts. Toby and Thomas learned to watch cash flow like hawks and protect their margins. They also discovered the importance of clear role division. Toby handles the commercial side and networking, while Thomas oversees operations and product development. It's a partnership where each plays to their strengths. They talk openly about the challenges: hiring in Belgium, taxes, regulations, and the frustrations that come with entrepreneurship. But they also celebrate the wins, like the Golden Edition launched around Toby's Golden Shoe award. ### Going Global, One Step at a Time MM Antverpia is now available in the tax-free shops at Brussels Airport—a milestone Thomas had been chasing since 2022. Next up: further growth in the Netherlands and plans for the UK. But they're intentionally holding off on the US market for now. Why? Because they want to nail one market before diving into another. Smart. > "Sometimes you need to stop and appreciate what you've already built," Toby admits. That's a lesson he's still learning. ### What Can You Take Away? - **Invest in your brand identity**—even if it costs more upfront. - **Don't rely solely on a famous name**—let the product speak for itself. - **Watch your cash flow** like it's your lifeline. - **Divide roles** based on strengths, not titles. - **Expand thoughtfully**—master one market before entering the next. Whether you're in Belgium or the US, the principles are the same. Build something you believe in, stay patient, and don't forget to celebrate the small wins along the way.