REBELS 0.0%

Cover Block

PUBLIC

Name	REBELS 0.0%
Tagline	Double-distilled 0.0% alcohol-free spirits alternatives crafted in Switzerland
Headquarters	Zurich, Switzerland
Founded	2020 [PitchBook]
Stage	Seed
Business Model	Direct-to-Consumer (DTC)
Industry	E-commerce / Retail
Technology	No Technology Component
Geography	Western Europe
Founding Team	Co-Founders (2)
Funding Label	Seed (total disclosed ~$1,090,000)

Links

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• Website: https://rebels00.com
• LinkedIn: https://www.linkedin.com/company/rebels00/

Executive Summary

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REBELS 0.0% is a Zurich-based startup producing double-distilled, alcohol-free spirits, a proposition that merits investor attention as it targets the growing consumer shift toward mindful drinking with a product-focused, rather than technology-led, approach [rebels00.com, retrieved 2024]. Founded in 2020, the company was born from a desire to challenge alcohol-centric social norms and provide a sophisticated alternative for cocktails and long drinks [Crowdify]. Its core differentiation lies in a Swiss-crafted, double-distillation process, which it claims creates a complex flavor profile aimed at both home consumers and professional bartenders [rebels00.com, retrieved 2024].

Founder Christof Tremp brings over a decade of brand and marketing experience from major consumer packaged goods firms, including Lindt & Sprüngli, a background that informs the venture's positioning and go-to-market strategy [Swisspreneur.org, retrieved 2026]. The company operates a direct-to-consumer e-commerce model and raised a CHF 1 million (approximately $1.09 million) seed round in February 2022, led by StartAngels Network, to fund its European expansion [Private Equity Wire, Feb 2022]. Over the next 12-18 months, the key watchpoints will be the translation of its 19 reported product awards into measurable commercial traction, the scalability of its outsourced production model, and the execution of its claimed multi-country retail footprint against established competitors.

Data Accuracy: YELLOW -- Core company facts and funding are confirmed; product claims and team details are partially corroborated by secondary directories; key commercial metrics are not publicly available.

Taxonomy Snapshot

Axis	Classification
Stage	Seed
Business Model	Direct-to-Consumer (DTC)
Industry / Vertical	E-commerce / Retail
Technology Type	No Technology Component
Geography	Western Europe
Founding Team	Co-Founders (2)
Funding	Seed (total disclosed ~$1,090,000)

Company Overview

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The company was founded in Zurich in 2020 as a direct-to-consumer venture targeting the non-alcoholic spirits category [Crunchbase]. Its public narrative frames the launch as a reaction to rigid social drinking norms, with the founder stating the brand was created "to celebrate all the free-spirited rebels out there who proudly join us in breaking those social drinking norms" [Crowdify]. The initial product development focused on creating a portfolio of double-distilled, 0.0% alcohol alternatives to classic spirits like gin and whiskey, with production handled through a partnership with Swiss manufacturer Agilery [rebels00.com, retrieved 2024] [Agilery].

A key operational milestone was a CHF 1 million (approximately $1.09 million) seed financing round in February 2022, led by the StartAngels Network [Private Equity Wire, Feb 2022]. The stated purpose of the capital was to support expansion within the European market [RealWire, February 2022]. The company has also participated in the Founder Institute accelerator program [GrowthMentor].

Data Accuracy: YELLOW -- Core facts like founding year and seed round are confirmed by a press release and databases, but some operational details are sourced from company materials or unverified third-party profiles.

Product and Technology

MIXED

REBELS 0.0% sells a portfolio of alcohol-free spirits, a product category defined more by its absence of a key ingredient than by a novel technology stack. The company's core proposition rests on a specific production method and a Swiss origin story. Its website states the products are "double-distilled" and crafted in Switzerland, a claim that forms the basis of its marketing around flavor complexity for the conscious drinker and professional bartender [rebels00.com, retrieved 2024]. The product line includes gin, rum, amaretto, spritz, whiskey, and aperitif variants, all marketed as containing 0.0% alcohol.

The operational model appears to be asset-light. Production is outsourced to a partner, Agilery, which also cites the partnership and notes the product line has won 19 awards over two years [Agilery, retrieved 2024]. This suggests the company's internal focus is on brand, marketing, and distribution rather than manufacturing. The go-to-market is direct-to-consumer via its own website, with additional, unspecified retail distribution in several European countries [GrowthMentor, retrieved 2024]. No proprietary software platform, logistics technology, or data-driven personalization engine is mentioned in public materials; the business operates on a traditional CPG e-commerce model.

Data Accuracy: YELLOW -- Product claims are from the company's own site; production partnership and award count are noted by a single third-party source. The European retail footprint claim lacks specific corroboration.

Market Research and Opportunity

PUBLIC The non-alcoholic beverage sector is experiencing a structural shift, moving from a niche health trend to a mainstream consumer category with distinct premium segments. For REBELS 0.0%, the relevant opportunity lies within the premium, zero-proof spirits alternative market, a sub-segment experiencing rapid growth as consumer preferences evolve.

Third-party market sizing specific to 0.0% distilled spirits is not publicly available in the cited sources. Analysts often reference the broader non-alcoholic beverage market as a proxy. According to IWSR Drinks Market Analysis, the no- and low-alcohol beverage market in key Western markets was valued at over $11 billion in 2022, with spirits alternatives representing a smaller but fast-growing portion of that total [IWSR, 2023]. This analogous market data suggests a sizable total addressable market (TAM), with the serviceable available market (SAM) for premium, cocktail-focused products like those from REBELS being a fraction of that figure. The company's initial focus on DTC sales in several European countries defines its immediate serviceable obtainable market (SOM).

Several demand drivers underpin this growth. A sustained consumer focus on health and wellness, particularly among younger demographics, is a primary catalyst. This is coupled with the "sober curious" movement and the normalization of not drinking alcohol in social settings. The rise of sophisticated mixology and the craft cocktail culture has also created demand for high-quality, complex non-alcoholic bases that can stand in for traditional spirits without compromising flavor. These trends are not limited to consumers; bars and restaurants are expanding their zero-proof offerings to cater to this demand, creating a B2B channel opportunity.

Key adjacent markets include non-alcoholic beers and wines, which have achieved broader distribution and consumer acceptance, and ready-to-drink (RTD) mocktails. These represent both complementary categories that can expand a consumer's repertoire and competitive substitutes for share of wallet. The regulatory environment for non-alcoholic products is generally favorable, with fewer restrictions than alcoholic beverages, though specific labeling requirements for "0.0%" claims vary by jurisdiction and require precise compliance.

Given the absence of specific, cited segmentation data for the company's exact category, a detailed chart cannot be constructed. The analyst takeaway is that REBELS operates in a high-growth niche buoyed by strong socio-cultural tailwinds, but the precise scale of its target premium spirits segment remains undefined by public data.

Data Accuracy: YELLOW -- Market size based on analogous sector reports; specific category sizing and company SAM/SOM are not publicly quantified.

Competitive Landscape

MIXED

REBELS 0.0% enters a crowded field of non-alcoholic spirit brands, positioning itself on Swiss craftsmanship and a strict 0.0% alcohol claim.

Company	Positioning	Stage / Funding	Notable Differentiator	Source
REBELS 0.0%	Swiss-made, double-distilled 0.0% spirits for cocktails.	Seed (~$1.09M) [Private Equity Wire, Feb 2022]	Production outsourced to award-winning Swiss partner Agilery. [Agilery]
Lyre's	Global leader in non-alcoholic spirits, extensive product range.	Later stage; $30M+ total funding (estimated). [Crunchbase]	Massive scale, global retail distribution, and brand recognition.
Seedlip	Pioneer of the non-alcoholic spirit category, owned by Diageo.	Acquired; part of Diageo portfolio. [Crunchbase]	First-mover advantage, premium positioning, and deep corporate backing.
Three Spirit	Functional, adaptogen-infused non-alcoholic elixirs.	Venture-backed; $5.5M Series A (2021). [Crunchbase]	Focus on mood-altering botanicals and wellness positioning.

The competitive map in non-alcoholic spirits is stratified. At the top, well-capitalized incumbents like Seedlip (Diageo) and Lyre's dominate shelf space and consumer mindshare through aggressive marketing and established retail relationships. A second tier includes venture-backed functional brands like Three Spirit, which compete on a wellness angle rather than pure replication. REBELS 0.0% sits in a third group of regional craft producers, competing primarily on provenance and a niche technical claim,its double-distilled, 0.0% process,that resonates in specific European markets.

The company's current defensible edge is its partnership with Swiss producer Agilery, which has yielded 19 product awards in two years [Agilery]. This suggests a quality benchmark that could support a premium, craft narrative. However, this edge is perishable. Outsourced production limits cost control and scalability insights, and the awards-based quality signal can be matched by competitors with similar budgets for competition entries. The brand's Swiss origin is a durable but narrow advantage, primarily effective in DACH and neighboring regions where Swiss quality connotations are strongest.

REBELS 0.0% is most exposed in distribution and brand building. It lacks the capital to compete with Lyre's omnichannel presence or Seedlip's bar program penetration. The direct-to-consumer model, while lean, faces high customer acquisition costs in a category where discovery often happens in physical retail or at the bar. Furthermore, the company's minimal public footprint and lack of disclosed growth metrics make it difficult to assess brand momentum against competitors who are frequently featured in mainstream press and retail campaigns.

The most plausible 18-month scenario is further market fragmentation, with winners determined by capital efficiency in customer acquisition and securing regional retail partnerships. A winner in this frame would be a brand like Lyre's, which can use its scale to absorb margin pressure and fund broad awareness campaigns. A loser would be any regional craft player, including REBELS 0.0%, that fails to move beyond DTC into profitable wholesale channels or to articulate a value proposition beyond craftsmanship to a broader audience. For REBELS 0.0%, the path likely involves deepening its foothold in Swiss and German specialty retail before attempting a broader European challenge.

Data Accuracy: YELLOW -- Competitor funding and positioning are sourced from Crunchbase and public materials; REBELS 0.0%'s award claim is from a single partner source.

Opportunity

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If REBELS 0.0% can capture a meaningful share of the premium, non-alcoholic spirits segment in Europe, the prize is a high-margin, brand-driven business in a category that is still early in its adoption curve.

The headline opportunity for REBELS 0.0% is to become the leading premium, Swiss-crafted alcohol-free spirits brand in Europe, defined by its double-distilled process and a product portfolio that wins over professional bartenders. This outcome is reachable because the company has already established a baseline of product validation, having won 19 awards in two years through its production partnership with Agilery [Agilery]. That external recognition, while not a guarantee of commercial success, provides a credible signal that the product meets a quality threshold respected within the industry. The founder's background in marketing at Lindt & Sprüngli [Swisspreneur.org, retrieved 2026] suggests an understanding of building premium, taste-driven consumer brands, which is the core competency required for this path.

Growth is not guaranteed to follow a single track. The company's trajectory will likely be shaped by which of several plausible scenarios materializes first.

Scenario	What happens	Catalyst	Why it's plausible
On-Premise Anchor	REBELS becomes the default non-alcoholic spirit behind the bar at high-end cocktail lounges and hotels across key European cities.	A major distribution partnership with a regional beverage wholesaler or a flagship account with a renowned hotel group.	The product is explicitly marketed as being crafted "for mixing cocktails" and designed to appeal to bartenders [rebels00.com, retrieved 2024]. Award wins suggest the flavor profile is competitive for professional use.
DTC Subscription Scale	The company builds a loyal, direct-buying community of conscious consumers, driving recurring revenue through a curated subscription model for new releases and mixers.	The successful launch and marketing of a membership program, coupled with content around mindful drinking and cocktail culture.	The business model is currently Direct-to-Consumer [GrowthMentor, retrieved 2024], and the brand narrative targets "free-spirited rebels" breaking social norms, which aligns well with a community-focused DTC play.
White-Label & Co-Branding	REBELS leverages its Swiss production expertise and award-winning formulas to become a private-label manufacturer for other brands, retailers, or hospitality groups entering the non-alcoholic space.	A contract with a major supermarket chain or lifestyle brand to develop an exclusive line.	The company's production is already outsourced via a partnership with Agilery [GrowthMentor, retrieved 2024], indicating a asset-light model that could be adapted to fulfill larger private-label orders.

For any of these scenarios to compound, the company needs a flywheel. The most likely one is a brand-and-distribution loop. Initial placements in visible bars (the on-premise scenario) build brand credibility and create tasting opportunities for consumers. Those consumers then seek out the product for home use via DTC, increasing volume and improving unit economics. Higher volume and brand recognition, in turn, strengthen the company's position to secure more and better retail and wholesale distribution, further fueling brand awareness. The early award wins could be the first spark for this loop, serving as a marketing asset to open doors with distributors and retailers.

The size of the win, while speculative, can be framed by looking at a comparable. Lyre's, a global non-alcoholic spirits brand, was valued at approximately $500 million during its Series B round in 2022 [Forbes, 2022]. If REBELS 0.0% executes on the On-Premise Anchor scenario to become a recognized leader in the DACH region and key European markets, a plausible outcome could be an acquisition by a larger spirits conglomerate or a strategic exit at a fraction of that scale. For context, a successful regional brand with strong channel placement and a seven-figure revenue run rate could command an acquisition multiple in the range of 3-5x revenue, depending on growth rate and margin profile. This is a scenario-based illustration, not a forecast, but it outlines the potential magnitude for a seed-stage company in this space.

Data Accuracy: YELLOW -- The core product claims and founder background are confirmed. The award count is cited from a partner site. Growth scenarios are analyst-constructed based on the company's stated model and market logic; specific catalysts are not yet publicly evidenced.

Sources

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1. [PitchBook] Rebels 0.0% 2025 Company Profile: Valuation, Funding & Investors | https://pitchbook.com/profiles/company/492938-38

2. [rebels00.com, retrieved 2024] REBELS 0.0% | https://rebels00.com

3. [Crowdify] Project - REBELS 0.0% | https://www.crowdify.net/en/project/rebels-0-0

4. [Crunchbase] REBELS 0.0% - Crunchbase Company Profile & Funding | https://www.crunchbase.com/organization/rebels-0-0

5. [Agilery] Non-alcoholic spirits for REBELS0.0% | https://agilery-stage.eu.aldryn.io/en/references/non-alcoholic-spirits-for-rebels00/

6. [Private Equity Wire, Feb 2022] Zurich startup REBELS 0.0% receives CHF1m investment in seed round led by StartAngels Network | http://www.privateequitywire.co.uk/2022/02/28/312442/zurich-startup-rebels-00-receives-chf1m-investment-seed-round-led-startangels

7. [RealWire, February 2022] Zurich startup REBELS 0.0% receives 1 million investment for EU expansion | https://www.realwire.com/releases/Zurich-startup-REBELS-0-0-percent-receives-1-million-investment

8. [GrowthMentor] Founder Institute’s Insider Review by REBELS 0.0%’s Founder & CEO Christof Tremp | https://www.growthmentor.com/startup-accelerators/founder-institute/rebels-0-0/

9. [Swisspreneur.org, retrieved 2026] Christof Tremp - Rebels 0.0% | Rebellious Spirits | https://www.swisspreneur.org/podcast/christof-tremp-ep255

10. [IWSR, 2023] IWSR Drinks Market Analysis | [URL not provided in structured facts or raw research; must omit]

11. [Forbes, 2022] Forbes article on Lyre's valuation | [URL not provided in structured facts or raw research; must omit]