Empirical Spirits

Empirical Spirits operates not as a conventional distillery but as a self-described "flavor company," a concept born from the culinary world. Founded in Copenhagen, Denmark, in 2017 by Lars Williams and Mark Emil Hermansen, the venture emerged from their shared experiences at the world-renowned restaurant Noma. Williams, an American chef, was the head of research and development at Noma and its affiliated Nordic Food Lab, where he was instrumental in developing fermentation protocols. Hermansen, a Danish social anthropologist, served as a project manager and was pivotal in the restaurant's business development. Their journey from high-end cuisine to spirits was driven by a desire to democratize the complex flavors they crafted, making them accessible to a global audience.

The company's business model revolves around creating and selling uncategorized spirits, deliberately avoiding traditional classifications like gin or whiskey to maintain creative freedom. This approach allows them to focus entirely on flavor, sourcing high-quality, and often unconventional, ingredients from around the globe. Revenue is generated through the direct sale of their bottled spirits and ready-to-drink canned cocktails to consumers via their online shop, as well as supplying to adventurous bartenders and high-end bars. Initially reliant on a large number of small investors, the company has since secured more significant funding, including a Series A round. In 2023, Empirical relocated its headquarters and main production facility from Copenhagen to a 5,000-square-foot distillery in Bushwick, Brooklyn, to be closer to the key U.S. market, while maintaining an R&D and tasting room presence in Copenhagen.

At the core of Empirical's product development is a process that fuses culinary techniques with scientific rigor. They employ custom-built machinery and hybrid fermentation techniques, often using koji—the fungus used to make sake and miso—to create a unique base spirit from grains like barley and pilsner malt. A key technological differentiator is their use of vacuum distillation. This low-temperature, low-pressure process allows them to distill delicate botanicals without destroying their nuanced aromas, capturing the true essence of ingredients like Pasilla Mixe chili, plum stones, marigold kombucha, or even Doritos in a headline-grabbing collaboration. Their product lineup is a testament to this ingredient-first philosophy, with spirits like "Ayuuk," which highlights smoky chili notes, and "The Plum, I Suppose," a nostalgic creation for Williams. The company also offers a range of canned cocktails featuring unique flavor combinations such as oolong tea, toasted birch, and sour cherry.

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