What is the best thing that I love about my work?

I love to be creative and see something grow out of nothing. I always wanted to create something tangible and to design something that people will enjoy, I think this has worked well with VI.ER AKVAVIT where our mission is to make aquavit cool again as this is the classic Nordic spirit, it is part of our cultural heritage, it is a great and versatile spirit and it deserves recognition. So I love that I am able to work on this mission. Besides this I love doing my own thing and not taking orders from anybody.

What is my idea of perfect happiness?

Happiness is an elusive entity. But to me happiness is a feeling of tranquility and contentment in a given moment or with a person. I can find happiness many places, but usually it does include being together with the people I care about and being somewhere warm or cozy. We have a saying in Denmark that is called “hygge” and it is not so much a word as it is a state of mind or a feeling, that can best be translated as coziness. But it is so much more than that – it is when you are having dinner with friends, drinking a glass of wine by yourself with some candles, nestling up on the couch with a good book, etc. That is hygge – and hygge is a place of comfort and contentment.

What is my greatest fear?

My greatest fear is not so much failing – as I would always rather take a chance and fail than never take a chance at all. My biggest fears are being beholden to other people, having to work for somebody that I don’t want to work for and having too many “What if” questions when my time has run out and I no longer have the option of redoing a bad decision. Being 80 looking in the mirror and saying “what if I had only done that…”. It is always better to have tried and failed, then never to have tried at all.

What is the trait that I most deplore in myself?

Deplore is such a strong word, but one of my weaknesses is that I can sometimes get discouraged and when you work by yourself it is not always that easy to pick yourself up and dust yourself off. I also find it difficult from time to time to motivate myself and get things done. I am basically a fun loving guy – that just wants to live a care free life and enjoy the time we have here together with the people that I love. But I also want to create and I want to make my mark – so sometimes those two sides can conflict.

Which living persons in my profession do i most admire?

There are a lot of people that I greatly admire in my profession. Within the craft spirits industry there are so many really talented, creative and knowledgable people that are so inspiring to me on a daily basis that it would be unfair to name just a few. Everyone from the Master Distillers that constantly toil around making a great product to the inspirational and creative chefs, bartenders and Sommeliers who are constantly pushing conceptions and innovating.

What is my greatest extravagance?

I have one extravagance that I value above all else and that is travelling. I like shopping, I like good food, I like nice watches, I like gambling, I like champagne and I like exceptional spirits. But starting up a business means that you have very limited funds, so you have to decide what you want to spend your money on. For me it is travel and experiences, everything else can wait till I start making more money again. But travel is like oxygen to me, without it I would wither away and die. I love adventures and I love not knowing what awaits me. So at the moment travling is my greatest extravagance – but a necessary one, as it ensure I have the energy and the mental strength to keep forging ahead in my endeavour.

On what occasion would I lie?

I don’t really believe in lying – as I think the truth is bound to come out at some point. But I will lie if I don’t believe that the subject is anybody else’s business. People are nosy and/or interested (mostly nosy) and you will sometimes be asked questions that you don’t feel a need to answer truthfully but at the same time you do not want to appear overly confrontational by telling them that it is none of their business – so you tell them a lie. Sometimes if you have issues with your confidence at a young age, a small lie can help you to overcome that. Like Richard Branson always says – Fake it till you make it.

What is the thing that I dislike the most in my work?

I am not an administrative guy – I don’t like administrative duties like filing, indexing, book keeping, government stuff, etc. It is important to know how it is done, but as soon as I can – I will find someone to do that stuff for me.

When and where was I the happiest, in my work?

I am the happiest in my work when I travel and I meet new people that I can share my passion with. Chatting with new people and telling them about our product and our brand is a great experience. I also love to be creative and develop both strategy but also design our flavours as well as experimenting with new interesting botanicals and flavours.

If I could, what would I change about myself?

There is obviously always elements about yourself that you are more happy with than others, but at the end of the day you have to play the hand that you are dealt. If there is something about yourself that you are unhappy with and you can change it, then stop talking about it and do it. But if it is not something that you can change, then embrace it and try to turn it into a strength instead.

What is my greatest achievement in work?

I have made something that other people like and are willing to purchase. Every time somebody buys your product they are saying no to something else, so that is something to be proud of. That and the fact that I am willing to take chances in order to pursue my long term goals.

What do the words ‘The Financial Freedom to Create’ mean to me?

It is what I call “Fuck You” money. You have the financial freedom not to be beholden to anybody or anything and you have the possibility to say fuck you, if somebody wants you to do something you do not want to do. That is freedom.

Where would I most like to live?

I want to live somewhere warm. Close to the sea and close to the city, somewhere I can walk around barefoot and feel the grass between my toes. A place where I can sit in the shade by the pool and enjoy a cold glass of wine. Warm weather usually makes for the best surroundings and the friendliest people. Probably some where Latin.

What is my most treasured possession?

I’m trying to think of something that I own, where I would be devastated if it broke or I lost it… but I am drawing a blank. The truth is I don’t believe in owning anything you cannot afford to lose. Even though it is corny… The people in your life and the memories you create are what is truly important. You cannot own people and memories are a not something you possess, but they are instead a part of who you are. So I like the things I surround myself with, but that is also what they are – they are simply things.

What is my most marked characteristic?

I am an adventurer by heart and I love going discovering. I am fun loving person and it will usually never be me that goes home early from a party – not if I can help it anyway.

What is my most inspirational location, in my city?

Right across from where I live is a little park and in the little park are some goats that you can play with. There is something calming and inspirational about having a quite little oasis in the middle of the city and simultaneously being around live animals. They are doing their thing and I am doing mine – but we share the space together.

What is my favourite place to eat and drink, in my city?

I love the classics and I love great tales of love and heroism. Tales of normal people defying an oppressor and fighting for what they believe. We live in a time where it is so easy to just sit back and let someone else dictate how we should live our lives. Young people in our western society have become complacent and lack that rebellious attitude of the young generations of the 70’s and 80’s. But books like The Alchemist, The little Prince, The Harry Potter books, The Angel’s Game and Into the Wild have all had an impact on me.

Who are my favourite writers?

I like the way Ken Follett writes – especially in the Century trilogy, but I enjoy many Authors within many different genres.

You Only Die Once. What music would I listen on my last day?

If it was my last day – I would want it to be a happy and care free day. I would then probably choose to sit outside and listen to something like Jack Johnson or Bob Marley.

Who is my hero or heroine in fiction?

I like characters who reflect traits that I admire in real life. A character who is not afraid to go against convention, a person that is willing to fight for what they believe, someone that would rather fall and hurt themselves than never to have jumped at all. Characters that show real courage. I don’t always remember their names, but I always try to live by their example.

Who are my heroes and heroines in real life?

They tend to be the same as my heroes and heroines in fiction. I have great admiration for someone who overcame adversity and made it to the top while still staying true to one self. Someone like J.K. Rowling or Richard Branson are great inspirations to me.

Which movie would i recommend to see once in a lifetime?

I love movies – I would especially recommend that you watch either Pulp Fiction or The Big Lebowski at least once in your life. A movie like Casablanca is also such a classic.

What role plays art in my life and work?

Aesthetics are very important to me. This world is filled with enough crap and ugly things – so we should all think about what we put into it. Taste is subjective and beauty is in the eyes of the beholder.

Who is my greatest fan, sponsor, partner in crime?

We have just celebrated the first year of VI.ER AKVAVIT here in April and there are so many people that I couldn’t have done it without. But my biggest support has come from my wife, who lives with my crazy ideas and is always supportive. We understand that we each have to follow our dreams and our heart in order to be a complete couple. It is difficult to start anything, so it is important that you have somebody who is in your corner.

Whom would I like to work with in 2017?

I don’t have one particular person I want to work with, but I want to work with people who are at the forefront of innovation and that are inspiring. People like Rene Redzepi or Massimo Bottura. People who defy conventional wisdom and aren’t afraid to stick up for their beliefs in spite of the opposition they face. The people who are like that, in all areas of life are my true inspirators and my heroes. That is one of the good things about Social Media today – you are told stories about people who do that every single day from all over the world. I am always in awe and I always root for the people who have chosen to act on their desires instead of just continuing down the same old path.