Full name: Johan Torell
Role: Managing Director
DOB: March 12 1969
Birthplace:Värnamo, Sweden
Twitter Handle: @alskacider
Website: www.alskacider.se
Fun Fact: I cry at Disney movies when I watch them with my daughter.
OK – let’s start at the beginning. So, älska is the Swedish for love – and I read that you are spreading the ‘pure cider love’. When did you discover cider and what is pure cider love?
Early in 2012 I discovered that Swedish cider was doing really well around the world, especially in the UK, but I also thought that a new, cool and fresh brand was needed.
älska means love in Swedish and all our ciders are pure (100% natural) and for us that means pure love. Pure Cider Love.
Please tell us how you got into the cider business, how it’s been so far and what it is that makes älska unique! Has it been difficult? Has it been fun?
I have a long background in the drinks industry and when this opportunity was identified… it was an easy decision, I just had to do it. I have had a lot of fun along the way, with ups and downs likein any new business. However we are a young and dedicated company that loves challenges even if they are difficult.
Here in the UK we have a long and proud heritage of cider making, as no doubtyou’re aware. How (if at all you do) do you do things differently in your country? Could you give us a little outline as to how it’s made?
Traditional UK cider differs a lot from Swedish cider and some people have the opinion that Swedish cider is not even cider. Consumers like to try new things but they also stay with the products they like, so variety is important.The base of our cider is pear and we flavour this with natural fruit, but in terms of production it doesn’t differ much.
Is it a coincidence that your label design is minimalistic? (I’m thinking of this being a recurring theme amongst many other Swedish brands and designers)
No it is not a coincidence and the label certainly echoes Swedish and Scandinavian design, but it also represents our taste. When we created älska we didn’t just want to create the best tasting cider,we also wanted the best looking one. In my opinion a good looking brand is neat, simple and minimalistic, with nothing unnecessary added.
You’ve got 3 flavours so far – right? What’s the process of arriving with a recipe like and does it take quite some time? Are you working on any new flavours, or do you plan to?
No, we actually just launched another two flavours in the UK: Peach & Raspberry and Pear & Lychee, (you must try them!). The new flavour process is something we work on daily. We experiment and try different combinations all the time to come up with new exciting varieties, and yes it takes time.
Our process would be considered quite fast, as it only takes us 3-4 months to go from an idea to having a product on the shelf.
When you’re not drinking cider, what are you drinking? (asides from water, I suppose!)
It depends on the occasion. Of course I drink cider, but I also love a good glass of red wine, a cold beer or a vodka tonic.
What’s a ‘day in your life’ like? Could you give us an insight into the Scandinavian cider business?
It differs a lot! Being a new fast growing company my days consist of everything ranging from meeting with customers,traveling, board meetings, trade shows, paying invoices and even ordering raw materials.
What’s your greatest/most memorable professional moment been, so far?
It’s definitely when I witnessed the first bottle of älska being sold, poured in a glass and tasted. I watched the young man trying it and the look on his face said he liked it a lot. He then handed the glass to his friend saying “you have to try this” and he did. Within a minute I witnessed the second älska being sold!
Where do you get your ideas?
Everywhere, when you are living the brand you get inspired almost daily from new places, businesses, people and experiences.
What’s your philosophy, summed up in a sentence?
Trust your gut feeling, it’s usually right.
What’s the biggest challenge you’ve had, how did you overcome it, and what did you learn from it?
Starting The Swedish Cider Company has been my greatest challenge ever. Transitioning from the big corporate world to that of the entrepreneur, where you do everything yourself, is challenging. But I have always liked to learn new things.
You overcome your weaknesses and fear by doing things you have never done before. But the most important thing is to align yourself with great, professional people. This is how I have handled our journey so far and it has worked very well.
What do you enjoy most and least about what you do?
I really enjoy seeing, meeting and talking to customers and consumers. I really hate when we under perform, for example failing to deliver on time to a customer.
What advice would you give to aspiring drinks entrepreneurs who’d want the kind of results that you’ve had?
Trust your instinct and stay positive no matter what!
If you weren’t doing what you do now, what would you be doing instead?
One of my biggest hobbies is skiing, so I would love to be a mountain guide.
If you could get anyone to try älska (fictional or real, living or dead) who would you pick and which of the drinks would you like them to try? Assume that they go on to be your brand ambassador…
I’ll buy Beyoncé a Lemon & Ginger any time, any day.
What’s your ultimate aim and goal for the business? If you could achieve anything with it, what would you pick? Money and reality are no obstacle, so shoot for the moon…
OK shooting for the moon, it would be to grow älska to be the largest brand in the world.
Where next for you and älska?
Next for me and for älska is to continue to grow our current markets and to launch in three new ones this year.
And we always ask three customary ridiculous questions…
If you had to get into a no holds barred, 20 round fist fight with any fictional character, who would you square off against?
The Hulk
If you had to have any character from Greek mythology come and work with you at the business, who would you employ?
Aphrodite
If you were given an infinite budget but had to spend it all on entirely frivolous stuff, what would you buy?
I would throw a mega älska party in every major city of the world with the best and most famous artists, great food and of course lots of älska for everyone of legal drinking age.