Cambusier, this Kedger’s start-up puts France in a bottle

After receiving an Economic and Social Sciences Bac in Nancy, Théo Asknari-Moog got a technology degree in Administration and Sales Management. He then enrolled in the Grande Ecole Programme at the Bordeaux campus of KEDGE Business School.

“The courses at KEDGE helped me develop a range of various skills, (particularly very the comprehensive, lively, and participative courses on entrepreneurship), but I was also able to live a real entrepreneurial adventure through being a part of an association (BDS Allig’Astor),” explained the young businessman.

He did two internships while at KEDGE. In the first, he was an Assistant Head of Products with Samsung, then for his second internship he worked for Kellogg’s as Head of Junior Brands.

After he received his degree, Théo went to work for the mass marketing company, E.LECLERC as National Buyer of Seasonal Chocolates tasked with negotiating the best business conditions with multinational companies such as Ferrero, Nestlé, and Mondelez. After his experience at E.LECLERC, Théo went to work for Groupe Savencia as Category Manager. “Through these experiences, I was able to expand my sales expertise and manage a business strategy,” he said.

At the same time as he worked in his various professional jobs, Théo and a friend who he met at school, created Cambusier, a spirits company! The business developed over the years, and the young entrepreneur decided to give up an indefinite contract to work 100% on the business.

"The idea came about because of a strange orange cocktail - the Spritz - we saw on French terraces f few years earlier.  It was made with a Venetian liquor that had not been in circulation for more than 200 and had only come back recently. Coming from the Lorraine region, we told ourselves that Mirabelle Liqueur also had great potential to return to the front of the stage. After finding out more, we realised that there is an incredible heritage of liqueurs from the different regions of France. At the same time, the trend of mixology (the art of mixing cocktails) was developing, so we gave ourselves a challenge: bring French artisanal liqueurs up to date,” explained Théo.

The idea came up in January 2016 during the territorial redistricting of the regions of France. The team selects iconic liquors from each region in France and groups them under the same brand. Today, 13 liqueurs represent the specialties of the 13 new regions of France (each with a specially created cocktail):

• The Plougastel strawberry for Brittany;
• The Violette for the Occitania;
• Menton Lemon for PACA;
• etc.

The liqueurs are produced locally by partner craftsmen, who have been rigorously selected through a panel of consumers and experts in order to offer the best products from each region, and an unparalleled gustatory experience.

"All our products are 100% hand-crafted, 100% Made in France, and all our fruits, plants and flowers come from small distributors”, he proudly explained.

Cambusier liqueurs can not only be enjoyed straight, in a kir, or in a cocktail, but can also be used in cooking and baking.

Finally, it is important to note that the young company has attracted more than a hundred prestigious establishments in France. Cambusier is can also be found on the retail market (such as Galeries Lafayette, gourmet shops, and wine stores). In addition, the team also has big name ambassadors like Christian Le Squer (3-star chef at George V Paris) and Fabrice Sommier (MOF Sommelier 2007). 

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Adrien ASKNARI-MOOG (KEDGE BS Programme Grande Ecole / ESC, 2022) 26 March 2019 à 13h28 Tellement fier de mon grand frère!!!