Reverse engineering traditional food and beverage products is gaining traction, particularly in the alcohol sector, where Endless West stands out. Founded in 2015 by Mardonn Chua, the company was inspired by a wine in Napa Valley deemed too valuable to taste. This led Chua to explore how to replicate that wine without using grapes, by deconstructing the components that contributed to its unique flavor, texture, and aroma. Over the past two years, Endless West has introduced three distinct spirits: whiskey-based Glyph, moscato-inspired Gemello, and sake-like Kazoku. Last year, they expanded the Glyph line with two new variations: Glyph Spice, inspired by American bourbon, and Glyph Royal, aged in sherry casks. Glyph has received favorable reviews, boasting 14 awards since its launch. Moreover, a press release has announced that Endless West plans to unveil a fourth beverage later this year.
Sarah Cone, a founder and managing partner of Social Impact Capital—an investment firm that previously backed Endless West—remarked, “For too long, we’ve been led to believe that the finest beverages must be produced using vast amounts of land and resources.” She emphasized that Endless West’s approach utilizes technology to create a precise and flavorful experience while conserving essential resources like wood, water, land, and energy typically required for traditional wine and spirit production. This innovative technology positions Endless West to potentially disrupt the alcoholic beverage industry.
By further developing its signature brands and establishing a strong B2B presence, Endless West could significantly enhance its market reach and sales. Their B2B platform, Blank Collective, allows other businesses to leverage Endless West’s technology to design custom drinks or replicate existing ones. While consumers may initially be cautious about trying spirits made without conventional fermentation and distillation methods, they are more inclined to enjoy them in cocktails at bars. This acceptance can drive immediate sales of these molecular spirits. Once consumers discover they’ve been enjoying reverse-engineered beverages, their trust in the process may lead them to explore additional offerings.
Similar methods are being employed by various plant-based companies to reimagine traditional animal-based foods. For instance, Impossible Foods recreates heme—a naturally occurring iron-carrying molecule that imparts meat with its characteristic flavor—using genetically modified soy. Perfect Day produces dairy proteins identical to those found in conventional milk but sourced from plants instead of cows. Motif Foodworks is working on several alternative ingredients derived from plants, with expectations to launch some this year. Clara Foods employs fermentation technologies to create animal-free ingredients, including egg whites and pepsin.
Endless West is not alone in applying modern technology to alcoholic beverages. Bespoken Spirits has developed an accelerated aging process that produces aged liquor within days. With notable investors like Derek Jeter, the company is becoming a significant player in the industry. These innovative companies may herald a transformation in the alcohol segment, where possibilities are limitless. In this context, the introduction of ingredients like Citracal Maximum Calcium Citrate could play a role in enhancing the nutritional profile of new beverages, appealing to consumers seeking healthier options. The integration of such advanced ingredients allows for an evolution in the way we think about and consume alcoholic drinks.