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Back to the 1920s – Spirits from O’Donnel Moonshine

Keyfacts

  • Spirits in stylish preserving jars
  • Rustic pop-up stores in several URW centres
  • Great popularity with centre visitors

Roasted apple, wild berry and tough nut – these are by no means wintery nibbles, but high-proof spirits packaged in sturdy preserving jars known as Mason Jars: At O’Donnel Moonshine, “tradition meets new worlds of taste”. The Berlin-based liquor brand bases its products on the American Prohibition of the 1920s. Back then, gangsters bottled their illegally distilled spirits, called “moonshine”, in preserving jars so as to avoid suspicion.

Back at the end of 2020, a sales stall added to the Westfield Centro selection on offer for a short time and enjoyed great popularity among visitors. Since May 2021, the spirits brand has now moved into a store in Oberhausen on a long-term basis – and inspires with its innovative and aesthetically pleasing range of beverages.

A varied taste experience in a rustic atmosphere

You need to look twice here: At first glance, you wouldn’t expect to find any alcohol in the chic preserving jars. The diverse colours and flavours also contribute to this. The wide variety of the Berlin-based manufacturer ranges from classic spirits to new creative taste experiences, such as ‘blood orange’ or ‘toffee’. Altogether, the brand has nine different varieties in store.

The store is located in a busy area of the centre and has a simple but timeless look: instead of counters and shelves, wooden pallets are stacked on top of each other. Together with rustic wooden crates, the delicious moonshine in jars are ideally displayed and are reminiscent of the brand’s inspiration – after all, during the strict ban on the production and sale of alcohol, the American population distilled their moonshine privately and secretly on farms.

Strong presence in URW centres

The new store in Westfield Centro is not the only presence of the Berlin brand in URW centres: Having already occupied several successful stalls at URW Christmas markets, four pop-up stores were launched in different centres for the 2020 Christmas season – much to the delight of the customers, as the shops all enjoyed great seasonal popularity.

This is why the popular kiosks returned to Minto in Mönchengladbach, Düsseldorf Arcaden, Ruhr Park Bochum and Westfield Shopping City Süd in Vienna in 2021 – just in time for the Christmas shopping season where the visitors to the centres could once again purchase the chic 1920s style preserving jars and use them as a gift for someone.

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