What did you do before launching 100&NOMORE? Before launching 100&NOMORE, I built a diverse and dynamic career. I started as a Chemical Engineer in Oil & Gas before pursuing an MBA, which opened the door to consulting - a field where I truly honed my skills. Over the years, I worked with clients across industries like Financial Services, Fashion, Agriculture, and Event Management, tackling challenges in countries as diverse as Spain, Switzerland, and Saudi Arabia. When I founded 100&NOMORE in 2021, it was a passion project I could only nurture in my spare time while still immersed in consulting. But every moment I dedicated to it was incredibly rewarding. Fast forward to January 2025 - I closed a Friends & Family investment round, took the leap, and went all in. In just a few weeks, I’ve accomplished more than in the entire previous year, proving that when you go all in on something you love, the results follow fast. What made you decide to create 100&NOMORE? The idea for 100&NOMORE started more than a decade ago, during a gin tasting in Barcelona’s Gracia neighbourhood. That night I discovered buzz buttons - a fascinating flower that creates a numbing, tingling sensation on the tongue. I was instantly hooked. I bought some online, started experimenting by macerating them in commercial gin, and soon found myself testing other botanicals to create new flavours. Luckily, we have a big patio at home, and in true Barcelona style, we love hosting barbecues year-round. These gatherings naturally evolved into gin tastings, where friends became my first tasters and biggest fans. After countless enthusiastic reactions (and a bit of friendly pressure), I decided to take the leap and launch 100&NOMORE in July 2021. We debuted with three distinct recipes - Brava, Sichuan, and Oaxaca - not just homemade macerations, but fully distilled from scratch in a micro-distillery. What started as a personal experiment turned into a passion, and eventually, a business.
What is the inspiration behind your gins and your brand name? The inspiration behind 100&NOMORE is rooted in adventure, history, and the relentless pursuit of something extraordinary. It all begins with the story of Andreas van Loy, a Dutch explorer sent on a nearly two-year voyage across the Java Sea by the Dutch East India Company. His mission? To find a rare ochre-colored pollen, believed to be a miraculous cure for a devastating pandemic. After battling bandits, disease, pirates, and relentless storms, van Loy finally returned home - but with only a fraction of the precious pollen left. The original mission to save the masses had failed. When presenting his findings, the Prince of Orange is said to have sighed, "A hundred and no more, Andreas, a hundred and no more." But then, with a knowing smile, he added, "But they are guarded like treasure." This spirit of adventure, scarcity, and exclusivity is the foundation of 100&NOMORE. Every one of our gins is a tribute to the explorers of the past, the origins of gin, the spice trade, and those who seek new experiences. We produce only 100 bottles per edition, each crafted from scratch and uniquely numbered from 01 to 100. Every recipe, represented by a colour, is inspired by a different part of the world, using regionally sourced botanicals to create a distinct flavour profile that transports the drinker to distant lands. Can you tell us more about the distillery you work with and the production process? 100&NOMORE is still a small brand, and I’m not an experienced distiller, so from the very beginning, I knew I needed the right partner to bring my vision to life. That’s when I found La Destilateca, a micro-distillery on the outskirts of Barcelona, and I reached out to Carles Bonnin, its Owner and Master Distiller. When I first walked into his distillery in 2021, excitedly presenting my homemade macerations, his response was brutally honest: "This thing you’ve made tastes terrible… but the concept is really interesting. We can make great things together." And he was right. Carles immediately understood the idea behind 100&NOMORE, and together we refined it into something truly special. By July 2021, we had unveiled our first three gins, and since then we’ve developed five new recipes, with two more in the works set to launch in April 2025. Our production is fully artisanal, using traditional copper stills and manual techniques to ensure precision at every stage. We carefully select only the best cuts during distillation, extending the process to enhance the gin’s distinctive flavours. Using only fresh, natural botanicals, we create a spirit where the alcohol is seamlessly integrated - aromatic but never overwhelming. The result? A 40% ABV gin that’s so smooth, you can easily enjoy it neat.
What have been the biggest challenges and achievements so far? The biggest challenge so far has been time - or rather, the lack of it. Balancing 100&NOMORE with a full-time job meant that sales were especially difficult. The HORECA industry operates on a completely different schedule from office jobs, making it tough to arrange meetings, pitch the brand, and close new clients. Another major hurdle has been cash flow. In Spain, launching a business comes with many hidden costs, making it difficult for small brands to grow without a significant investment of time and effort. That said, the journey has also been filled with incredible wins. Thanks to the quality, exclusivity, and strong storytelling behind 100&NOMORE, I’ve secured placements in prestigious venues, including 5-star hotels and gourmet shops in Barcelona. And the best part? Once a client tries our gin, they reorder. This strong customer retention proves that the product speaks for itself. Now, the focus is on expanding our presence—increasing the number of outlets and driving sales by boosting brand awareness through a mix of digital and traditional marketing. The foundations are solid, and momentum is building. The best is yet to come! What's your favourite way to drink your gins? There are three perfect ways to enjoy 100&NOMORE: Gin & Tonic, cocktails, and neat. Since Gin & Tonic is Spain’s most popular long drink, our gins have been designed specifically to shine in this classic serve. The perfect 100&NOMORE G&T is simple and elegant:
And finally, thanks to the quality and complexity of our distillation process, 100&NOMORE is smooth enough to be enjoyed neat - with the alcohol perfectly integrated for a balanced, non-aggressive sip. So, how are you going to drink it?
Which gins would you always have on your gin shelf (as well as yours own of course!)?
Our home bar is packed with gins and other spirits, but as 100&NOMORE grows and we develop more recipes, space for other brands is getting pretty tight! That said, I always love discovering new and unique gins, especially from local craft producers who, like us, focus on quality and innovation. If I had to pick a few go-to options, Mombasa Club Gin is a favourite, with its rich, exotic character. And of course, I have a soft spot for Tanqueray Gin - it was the base we used at home for our early macerations before 100&NOMORE was born. It’s always great to go back to those roots and appreciate how the journey started. At the end of the day, gin is all about exploration and creativity - and I’m always on the lookout for the next great bottle to add to the shelf! What's next for you and 100&NOMORE - any exciting plans? Now that I’m fully dedicated to 100&NOMORE, the goal is clear: grow the brand in Spain while staying true to our exclusive, premium positioning. We’re focusing on securing partnerships with distributors and high-end retailers - some of which are already in the works (I can’t reveal details just yet, but exciting announcements are coming soon!). On the marketing side, we’re stepping up our game, becoming more active on social media and in traditional press to increase brand awareness and connect with a wider audience. Product-wise, we’re expanding our line-up! The plan is to introduce 2-3 classic gin recipes available year-round, while also launching limited seasonal editions to keep things fresh and exciting. But we’re not stopping there - international expansion is on the horizon, along with the development of new spirits that follow the same principles of quality, exclusivity, and innovation that define 100&NOMORE. This is just the beginning - follow us and be part of the journey! 🚀🥂 You Might Also Like...
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