The Good Shit Company
Great taste, made from waste
A sustainable spirits brand, co-founded to call out everyday waste – loud and clear.
Food waste is massive – and it’s happening every day. Bread is one of the most wasted food items globally. Some spirits call themselves premium, yet their base alcohol is usually made in a similar way – and “sustainability” often stops at packaging and energy. The Good Shit Company exists to prove one point: real premium is when waste can taste better than conventional.
Challenge
We had to make upcycling feel exciting – so people actually engage, not just agree. We needed to encourage more conscious consumption and help shift behaviour from wasteful habits to circular ones. And we set out to rebuild the spirit from the ground up: producing raw alcohol differently than the industry standard.
Idea
We sell gin and vodka made from distilled bread-based alcohol. Instead of fermenting virgin crops, we ferment rescued bread, then distill it into a neutral base alcohol – keeping a subtle bread note that makes the spirit feel smoother, with more distinctive aroma and less burn. Each bottle has measurable impact: 1.5 kg rescued bread per bottle. To keep bottles in use, we also offer 1.5L eco-pouches as refills – so people don’t need a new bottle every time. Wasted bread becomes premium gin and vodka – proof that “bad sh*t” can become „good sh*t“ – and a step toward a fully circular spirit brand.
Result
In year one, The Good Shit Company upcycled 1.2 tons of bread, sourced from Bakkerij Pater, a nearby 100-year-old family bakery. The project was funded by Interreg Deutschland–Nederland (Realise-Bio) and won Circularity Start-up Winner 2024 (Lifeport Festival Circulair). In 2025, our co-founder received a Food100 award for actively shaping a more sustainable, healthy, and fair future for food. The Good Shit Company is a proud stakeholder of Samen Tegen Voedselverspilling – and the product is backed by industry tastings and reviews.
What’s next
Scale production for more regular availability – and expand into a broader portfolio of upcycled drinks, alcoholic and non-alcoholic.
“A company that has
come a long way in the
development of the
concept, with a well-
thought-out marketing
and business plan. The
designed bottles and
product names are
beautiful.”
Lifeport Festival Circulair
“Wasted bread
becomes alcoholic
spirits – that’s
upcycling at the
highest level!”
Maaike de Reuver
Food Inspiration Magazine
“Harmonious, smooth
and spectacular. This is
delicious sustainability
par excellence!”
Alexander Mattern
Der Gin.fluencer
“Holy Sh*t Gin is
something else.”
Denise Adema
AllesOverGin
