Just before last Christmas, Magne suggested to his friend Simen Staalnacke of Moods of Norway, that he join him for a six month period of sobriety, something Magne has been doing for health reasons since his arrythmia-issues started in 2001.
In a-typical fashion, the two friends decided to celebrate this decision with a major bar-hop around Oslo town, drinking only non-alcoholic drinks and driving from bar to bar, much to the confusion of other patrons. As Magne explains, they discovered a gap in the bar selection; ‘There was just not much exciting available to drink without pestering busy bartenders or sipping sugary juices all night’.
The two decided to make a ‘Non-Alcoholic Strong Drink’ and give it to friends as Christmas gifts.
‘Simen and I had a blast mixing all these natural ingredients in my kitchen like two happy amateurs.’
What started out as a project for fun then took an unexpected turn: ‘All of a sudden friends started asking for more. A friend of a friend was given our Holy Moly to drink and loved it, and he approached us about maybe making it available in some bars in Oslo’ Magne says. The S&M Feelgood factory was suddenly a reality.
Starting on 27 April, bottled drinks and snacks from S&M Feelgood Factory will be available in Deli Deluca and 7-11 all across Norway; the fabled Holy Moly will only be available in select bars in Oslo.
Tags: Magne Furuholmen, Moods of Norway, Norway, Products, S&M Feelgood Factory