ABOUT

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Launched in 2008 after identifying there was a desire by big brands to deliver a higher quality presence in both on and off trade, Purfict was established to help bridge the gap between consumers, bartenders and brands.

We are a boutique drinks expert agency founded by 4 leading bartenders whose focus is on the relationship of beverage brands to the hospitality industry.  We connect brands with bars and bartenders and translate consumer insights turn into consumer trends. 

Through our industry knowledge, global network and over 50 years of combined experience we help brands deliver on all projects across the drinks industry including trade marketing, innovation, product (wetgoods) development, design, photography, consumer panels, event production, staffing, bar design and more.

We love this big community we are a part of and love it even more when we can bring the right people together.

 
Purfict
Andreas Näslund
Andreas Näslund

One of the most experienced cocktail stylists and drinks photographers you can find. Before bartending he was assisting one of Sweden’s most prominent fashion photographers. Andreas has focused on cocktail styling and set design the past years and has been awarded prices at both The Shorty Awards (Best of Social Media and Digital) as well as Cannes Lions Award (Brand Creativity Award). With a great eye for details and feel, he has developed his own cocktail photography into an art.

Michael Bergström
Michael Bergström

A creative explorer who's mind never rests from the industry. Michael is the trend scout that knows most about anything new that touches bars, bartending and booze. A purist at heart but on a constant hunt to challenge the standards. With a passion for travelling and adventures he constantly is collecting new experiences that is later funnelled into new ideas whether it's recipes, concepts or marketing ideas.

Jakob Sundin
Jakob Sundin

The host with the most, our socially talented virtuoso with an exuberant energy that is both contagious and captivating. Jakob has run most of Purfict’s training programs, inspirational sessions and tastings for both bartenders and consumers. His knowledge about spirits and our trade is based in a deep passion for different drinking cultures and love for brands. He owns a delicate sense for quality, a true fine taster and enjoyer of everything good in life.

Joel Katzenstein
Joel Katzenstein

A talented bartender who left Sweden to develop his skills at legendary Milk & Honey in New York City. Joel is a project leader who’s more structured and organized than a dictionary. He’s been the driving force behind the Nordic expansion of Bartenders’ Choice Awards and is a doer by nature. His meticulous way of working leaves nothing unseen and he manages big events with a calm and well measured approach.