Expert interview: Craftsmanship as a basis for innovation

An outstanding spirit aroma is far more than the sum of its extracts. It is a precise composition that harmonizes mouthfeel, texture, and fleeting top notes. While classic distillation refines the raw material, modern aroma development at Hertz & Selck allows for pinpoint control of every single flavor parameter.

In our expert interview, Paul Brusdeilins offers insights into the demanding world of beverage innovation. We discuss the physical challenges of the "alcohol-free" trend, the translation of abstract emotions into sensory formulas, and why, at the end of the day – despite all the technology – the nose still has the final say.

Hertz & Selck in conversation with Paul Brusdeilins (Spirits & Distillation)

H&S: Paul, you're a master distiller and you're also completing your training as a flavorist with us. What motivated you to take this step?

Paul Brusdeilins: Traditional distillation primarily uses natural raw materials and physical processes. As a flavorist at Hertz & Selck, I'm now learning about the "other side": the targeted creation of profiles at the molecular level. This combination of traditional craftsmanship and modern science allows us to control and reproduce spirit profiles much more precisely than would be possible using purely traditional methods.

H&S: „"Alcohol-free" is currently a major topic in the beverage market. Why is it so technically challenging?

Paul Brusdeilins: The challenge is enormous, as alcohol is a powerful flavor carrier and responsible for the characteristic mouthfeel. We are working intensively to recreate this sensory complexity without ethanol. This requires a deep understanding of the interaction of flavor components and texturizers in order to authentically simulate the experience of a real spirit.

H&S: How do you translate an abstract customer briefing like "a summer garden" into a marketable formula?

Paul Brusdeilins: This is pure translation work. We break down the feeling into its basic components: "Summery" for us means freshness, specific acid profiles, and floral notes. I use my sensory experience to transform these concepts into concrete raw materials. The initial smelling samples are followed by iterative blending phases. Sometimes an intuitive draft is an immediate hit, sometimes we spend weeks refining the perfect nuance until the balance is just right.

H&S: What makes the daily work in the Hertz & Selck laboratory special for you?

Paul Brusdeilins: It's the freedom to try new things, combined with uncompromising Hanseatic quality. We have access to a vast portfolio of raw materials and state-of-the-art analytical equipment. But despite all the high-tech gear, the human nose remains the crucial instrument. This blend of scientific precision and pure sensory experience is what makes working at Hertz & Selck so unique.

Are you looking for the perfect profile for your next spirits innovation?

The conversation with Paul Brusdeilins makes one thing clear: true enjoyment arises where technical expertise and artisanal passion converge. Whether classic profiles or innovative alcohol-free solutions – at Hertz & Selck, we develop flavors that are not only chemically sound but also sensorially convincing.

Do you want to transform your product vision into a precise taste experience or optimize existing recipes?

Let's work together to design the sensory architecture for your next market success.