With love for tradition, Giorgos is bringing a revolution to Cretan raki with innovative and exclusive flavors! Let’s get to know him…
Tell us a few words about yourself. How did you start? How did the idea of working in the food sector come to you?
I studied economics and for many years I had my own business as a financial consultant. At the same time, my passion and love for the Cretan distillate pushed me to experiment with some flavor combinations and create unique recipes by blending Raki-Tsikoudia from Crete with nuts and fruits from the Greek countryside. That’s how I made the transition from services and finance to production and innovation, creating drinks and liqueurs based on Cretan Tsikoudia.
Tell us a few words about your brand. What does it stand for? Why did you create it?
MPAIRAKI is a strong word that represents revolution and dynamism—essential traits for an innovative business. The English version, BYRAKI, denotes the origin and base of our products, which is Cretan Tsikoudia – Raki. I raised a “MPAIRAKI” (banner) with the intention of contributing to getting our country out of the crisis and highlighting the unique flavors of my homeland, Greece.
With that drive, the brand name “MPAIRAKI” or “ByRaki flavor” was established.
How did you begin? What challenges did you face?
The idea began in 2009, and after a lot of research and effort, the business was officially founded in 2015. As an ambitious startup going against the grain of how Greek distillates were traditionally perceived—aiming to promote and evolve it—we had to introduce ourselves to consumers through tastings and actions with more of a social than a commercial character, in order to inform and familiarize them with Cretan Tsikoudia. The result justified us, as ByRaki flavor is now being introduced in new stores and markets both within and outside Greece.
Tell us about your products. What makes them different?
Our products are unique and different, as each one has its own flavor profile and caters to different taste preferences.
The uniqueness and innovation of the ByRaki flavor product line were certified by the Industrial Property Organization in 2016 with a Utility Model Certificate. This certificate grants the holder exclusive rights to commercially exploit the invention in Greece for as long as it is valid. This means a monopoly right to exploit the invention. That’s how we decided to protect our valuable and unique recipes.
Tell us about your raw materials.
Our primary goal was to highlight the flavors of the Greek countryside through Cretan Tsikoudia. Around 80% to 90% of our raw materials come from the Greek countryside, something that is also reflected in the Greek Label awarded to us by the General State Chemical Laboratory and other competent authorities.
Are there any products of yours that stand out?
We can’t pick just one ByRaki flavor product—each has its own taste, intensity, and character. Among our 25 different flavors, some are best enjoyed in winter by the fireplace, such as ByRaki flavor cinnamon or caramel, which can even be served warm, while others like ByRaki flavor strawberry, watermelon, or mint are perfect with ice by the sea in summer. Of course, we can’t forget flavors like chocolate, blueberry, or cherry, which can be enjoyed any time of year and on any occasion.
Give us some suggestions for using your products (beyond the classic ways, tips, or recipes).
ByRaki flavor was always about reintroducing Tsikoudia in a new light. Beyond the classic shot glass, Tsikoudia can now be enjoyed on ice in a tumbler, with crushed ice in a martini glass, warm in a brandy snifter, or even mixed with natural juice or soda. ByRaki flavor can also be incorporated into cocktails, cooking, and pastry recipes.
After our collaboration with the Hellenic Chamber of Hotels and Greek Breakfast, chef Stratos Iosifellis included ByRaki flavor in several cooking and dessert recipes that you can also try at home—they’re available on our company’s website.
Can Greek producers make a difference during a crisis?
The crisis gave us the opportunity to become more resilient and persistent, but also more supportive across all sectors in order to survive. Every entrepreneur and producer with a solid product must always be thinking one step ahead. Hard work with perseverance and patience, combined with an outward-looking approach to international markets, will help our country and Greek products gain recognition.
Why did you choose to participate in and support the Wise Greece Initiative?
ByRaki flavor has always believed that businesses need society just as much as society needs businesses. From the very beginning, we committed to integrating responsible entrepreneurship into our practices. This has always been a moral issue for us. Watching the work of Wise Greece, we realized we share the same philosophy, and so we began a collaboration aiming to raise the MPAIRAKI banner as high as possible—for the greater common good.
