An idea that lay dormant for fifteen years

WhiskyCircle did not originate from a sudden inspiration, but from an idea that lay on the shelf for years.

More than fifteen years ago, I had a list of about 43 business ideas. One of them was building an agency, and that became Vertigo 6. The other ideas were largely put aside or disappeared.

Only after Vertigo 6 had matured sufficiently was there room to look at that list again.

I have reached a point where I have more time to look at those other ideas. One of them was a whisky app. I missed a place where I could keep my tasting notes and meet other whisky enthusiasts.

More than a digital whisky catalogue

The starting point was not building a database, but a community.

I wanted to create a platform where you can keep track of your whiskies, tasting notes, and collection, and where you can connect with other enthusiasts.

According to Mike Hendrixen, WhiskyCircle distinguishes itself precisely through that combination.

“Of course, there are other whisky platforms. Whiskybase, for example, is a large Dutch platform. But that is primarily browser-based. We specifically wanted to work app-first. Additionally, I think the amount of content, the user experience, and especially the way you can connect with other whisky enthusiasts are quite unique.”

Technology brings whisky to life

The appearance of the platform received a lot of attention from the very beginning.

If you look at many existing whisky platforms or webshops, you often see a bottle on a white background. Whereas whisky is actually a warm, artisanal product.

The capabilities of AI made it possible to make that experience visible on a larger scale.

“A bottle of Lagavulin 16 is not just a product photo. There is atmosphere, craftsmanship, and an experience surrounding it. We wanted the bottles, the packaging, and the world around them to truly come to life. Now we can use AI as a tool to create images and even videos based on a single photo of a bottle.”

Your own whisky collection as a starting point

Personalization forms an important part of the user experience. Together with his co-founders, Mike Hendrixen developed functionalities that allow users not only to manage their collection but also to gain insight into its current value.

Henry and Martijn have built all kinds of scraping tools and API connections that allow us to check online what a bottle is worth today, what it was worth yesterday, and how that value has developed historically. Based on that, you can see what your collection is worth at this moment.

First users react enthusiastically

After a small-scale test, the official introduction of the app followed a few weeks ago.

“We first tested a website version with about twenty people. The initial reactions were very positive.” According to Mike Hendrixen, the comparisons users make accurately reflect WhiskyCircle’s position.

People call it the Vivino for whisky or the Untappd for whisky. When we launched the app, we immediately made it into the rankings. In the food and drink category, we were even above Vivino.

Tasting together and sharing collections

For many users, usage begins with adding bottles to their personal collection. “You can scan a bottle, rate it, add it to your collection, or put it on your wishlist. That is currently the most used functionality.”

The platform doesn't stop there. “You can connect with friends and view each other’s collections. If you organize a tasting together, you can see in advance who is bringing which whisky. Then you put together a tasting menu, rate the whiskies, and ultimately get a winner of the evening. That experience is then added to your own profile.”

A barrel of your own on Arran

The passion for whisky is not limited to the digital world. Together with five friends, Mike Hendrixen owns his own cask on the Scottish island of Arran. “Last year we went there to taste it. The cask ultimately has to mature for ten years, but after three years you can officially call it single malt whisky.”

That also resulted in special encounters.

When you go in there, you also see casks from famous people. For example, there is a cask from Ewan McGregor and also one from Prince William. That is certainly special to see.

www.whiskycircle.app
www.vertigo6.nl