Starting a successful business involves trial and error.

Fortunately, there are plenty of books on business that can help you further.

In

The Golden Reading Tip

, entrepreneurs talk about the book that brought them the most.

This week Frederik Kampman, founder of beer brand Lowlander.

  • Entrepreneur:

    Frederik Kampman

  • Company:

    Lowlander Botanical Beers

  • Reading tip:

    Innocent: how to make a

    Richard Reed

    brand from 100 percent fruit

An evening of beer in the café: for many it was never that long ago.

According to Frederik Kampman, Chief Botanical Officer at Lowlander, it could well become obsolete in the future.

Drinking the new beer is about subtle flavors and the combination with dishes.

Lowlander's botanically brewed beer contains more herbs and less alcohol.

Why did you choose Reed's book as a golden reading tip?

“It inspired me to start Lowlander. When Innocent emerged, I was still living in the UK myself. I followed them a bit. It started as a small company, founded by three friends, and has grown into a world-class company. "

"One of the best anecdotes is that the founders quit their jobs after the results of a test at a festival. They had set up two waste bins at their booth. One bin was' yes, continue! ', The other bin was' no, Don't do it. ”The distribution of empty cups clearly showed that they had to choose their company.”

"On the questionnaire that I gave to customers, I wanted to know if they thought I should continue."

Frederik Kempman, Lowlander

Has your job also been killed by customers?

"Yes, that was when I was standing with a stable at Haarlem Culinair, a culinary festival in Haarlem. On the questionnaire I gave to customers, I wanted to know if they thought I should continue. When I looked at the lists on Sunday, I could not draw any other conclusion than to quit my job. I did that a day later. In one weekend I changed from employee to entrepreneur. "

Surely there are quite a lot of beer brands on the market?

"With Lowlander I want to get people to look at beer in a different way. I worked for years in breweries and in London also in a gin distillery. Gin is much more innovative in flavor. There was a 'botanical cream' in the distillery; a space full of herbs, spices, fruits and plants. You could smell and taste elderflower extract, or orange peel, flavors that can also be used in beer. "

"If you don't have that much money for marketing, you have to tell the story behind the product in other ways."

Frederik Kempman, Lowlander

Did you learn any other lessons from Innocent?

"I found the eye for detail inspiring. We applied that to the packaging. If you don't have that much money for marketing, you have to tell the story behind the product in other ways. On the front of the label we put illustrations that show the character of the beer. On the back is not only the information about the ingredients and the brewing process, but also the inspiration that led to the recipe. "

Which beer are you most proud of?

"Difficult question. I am thinking of our 0.00 percent wheat beer, that is a completely alcohol-free beer. The lactic acid bacteria contained in it initiates fermentation processes without the release of alcohol. Moreover, we use residual flows from the catering industry for brewing this beer. We make the lemon and orange extracts from peels collected from restaurants. "

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