Nullprozent is the first nonalcoholic pop-up store (“spaeti”) which opened in Germany in October 2020 within the infamous Berlin-Kreuzberg-based Hallesches Haus created by TBB and nuechtern-berlin. The temporary shop was highly successful and gave nuechtern-berlin the momentum to launch their online store and open a brick-and-mortar one.
The Beverage Bureau came up with this ad hoc format to promote nonalcoholic adults’ beverages in a pandemic year during which fairs couldn’t take place. The späti allowed consumers to come and try out products without the hassle of online shopping. The days when the store was closed were dedicated to special tasting workshops for the professionals of the TBB network in Berlin (restaurant, bar, hotel).