A Manchester-based spirit brand was left disappointed last night after being brutally rejected on the BBC show Dragon’s Den.
German-born Manchester resident Max Ruether, who runs his moonshine business O’Donnell Moonshine out of the Northern Quarter, faced up to the five business moguls on Thursday – asking them for a £200,000 investment in exchange for a 5% equity share.
At first, things seemed to be going well. Max appeared in his bootlegger garb – flat cap, white shirt and braces – alongside multiple mason jars filled with different flavours of moonshine and everyone, bar Touker Suleyman, happily got stuck into the sampling.
Peter Jones was so enthusiastic, in fact, he was chugging the stuff straight from the bottle.
Image: O’Donnell Moonshine
But as the dragons started to dig into the figures, it soon became clear that all did not add up. The business was in debt to the tune of £870,000 and investment was only available in the UK arm of the company, not its more successful German parent.
ADVERTISEMENT
Commenting that the UK business had lost money over the past three years, Touker was the first to issue a brutal rejection – telling the Mancunian entrepreneur his valuation was “ridiculous” before asking “how much of that stuff have you drank?”
He continued, “I find amazing is that you come in here with a business that has a million euros in debt” before surmising it was overvalued, over-indebted, there were too many questions marks and too many doubts.
ADVERTISEMENT
Image: O’Donnell Moonshine
Up next, Peter Jones called the business ‘deflating and unexciting’ before announcing he, too, was out. Admitting he could have been a potential investor, he ultimately slammed Max saying “even if I drank everything that’s on this table here I’d still come to the same conclusion.”
Steven Bartlett and Deborah Meaden were quick to follow suit, with Meaden explaining “You’re a tiny shareholder… you’ve made it impossible for me to invest”.
As for Sara Davies, it seemed there could be a glimmer of hope as she enthused about how ‘cool’ the concept was but, ultimately, she opted out too.
ADVERTISEMENT
After the show, Max Ruether said: “Whilst it was disappointing not to have received investment, it’s important to pick out the positives from my experience on The Den.
“The feedback was really encouraging and tells me that the brand and products are absolutely on the right track.
“It’s certainly not the last you’ll hear of O’Donnell Moonshine. For us it’s only the beginning.”
Image: O’Donnell Moonshine
Founded in 2016, O’Donnell Moonshine takes its name from anti-hero Chicago bootlegger Edward ‘Spike’ O’Donnell – a bootlegger during the roaring twenties.
Inspired by the rebellion and inventiveness of the American prohibition era, where illegal alcohol was produced overnight by moonlight to avoid detection, O’Donnell Moonshine is sold in flavours including Tough Nut, Wild Berry, Sticky Toffee, and 72% ABV High Proof.
ADVERTISEMENT
Although none of the dragons invested in the business, they did seem impressed with the product.
In an additional comment following the show, Max Ruether said moonshine could overtake gin in popularity: “As consumers continue to grow more adventurous with their choice of spirit, we predict a Moonshine boom in the next three years, much like the gin boom. Moonshine really is the new gin!”
Feature image – O’Donnell Moonshine
News
Hawksmoor issues statement after ‘kicking out’ Tommy Robinson from one of its restaurants
Daisy Jackson
Hawksmoor has issued a statement after a viral video captured far-right activist Tommy Robinson being asked to leave one of its restaurants.
In the video, staff at the acclaimed British steak house told Robinson – real name Stephen Yaxley-Lennon – that he would have to go because members of staff feel uncomfortable serving you’.
The supervisor then politely told the party not to worry about the drinks and that they had been paid for, also handing over a business card for Hawksmoor CEO Will Beckett in case they wanted to discuss the matter further.
Robinson was dining in one of the group’s London restaurants with former prominent EDL member Guramit Singh Kalirai who challenged the staff and asked: “Is it because of the colour of my skin?”
The supervisor responded: “No, no, no. We have a duty of care to our members of staff. We like to look after our people, as I’m sure you can understand.”
After the video went viral on X, Hawksmoor went on to share a statement in response, saying that guests and staff ‘felt uncomfortable and complained’.
The statement, signed by CEO Will Beckett, added that the Hawksmoor team has faced ‘a huge amount’ of ‘quite concerning’ fallout from the Tommy Robinson incident.
He added that ‘this was not about politics or beliefs’.
Hawksmoor’s statement reads: “Our focus is always to give the best restaurant experience to the most people possible.
“On Thursday, a public figure was asked to leave one of our restaurants because guests and staff felt uncomfortable and had complained. The party left peacefully and politely on request.
“This was not about politics or beliefs. Hawksmoor is not a political organisation; we’re a group of restaurants. We want to welcome as many people as possible, regardless of background or views, to our teams or as our guests.
“We’re not trying to engage in a public debate. The team has had to deal with a huge amount of fallout from this, some of which is quite concerning. We would like to get back to focussing on looking after those people, and our guests. Thank you to them, and the many of you who have been so supportive.”
Police release footage of missing Manchester man Adeo Alston-Ekpei’s last-known movements
Emily Sergeant
Video footage showing the last-known movements of a Manchester man who’s been missing for three weeks now has been released.
Detectives at Greater Manchester Police (GMP) are continuing to search for Adeo Alston-Ekpei, who has not been seen since Friday 16 May.
The 25-year-old was seen in Fletcher Moss Park in Didsbury at around 3pm, before later being seen walking down Kingsway away from Manchester and close to the River Mersey, at around 5.20pm that same day.
Multiple lines of enquiry being explored by police at present, but anyone who believes they may have seen him from around this time, is asked to get in touch.
Adeo is described as being a mixed-race male, with long curly black hair and a long singular dreadlock, and bleached eyebrows. He has a cupid’s bow piercing and a right eyebrow piercing. He also has an ‘AKA’ tattoo on his right wrist, and a ‘24’ tattoo in the right side of his chest.
He was last seen wearing long blue denim shorts, an undone green short-sleeved button-up shirt, and white Adidas trainers.
Friends have also recently set up a public fundraiser to help with the search for Adeo.
Adeo Alston-Ekpei has been missing for almost three weeks / Credit: GMP
“We are dedicated to finding Adeo and getting much-needed answers for his family,” commented Detective Inspector Kelly, from GMP’s Manchester district, as the footage was released to the public this week.
“I would ask any residents around the Kingsway area, and surrounding housing estates off Kingsway into Gately, and who may have dashcam or CCTV footage from around this time, to please check and get in touch if you have any information.
“Likewise, if anyone believes they have seen Adeo, please get in touch with one of our officers. Any information is appreciated and investigated as we continue our work.”
#MISSING | We are continuing to ask for information relating to missing Adeo, who was last seen on May 16.
We have additionally released CCTV footage showing Adeo’s last known movements on Kingsway, Manchester.
— Greater Manchester Police (@gmpolice) June 5, 2025
A spokesperson for Adeo’s family described the missing man as ‘kind, funny, and intelligent’ with a ‘huge heart’, but they say he ‘wasn’t himself when he disappeared’.
“He may have come across as agitated, lost, or confused,” the spokesperson admitted. “In his last call to his mum, he was in a very vulnerable state.”
Anyone with any information regarding Adeo’s whereabouts is urged to contact South Manchester CID directly on 0161 856 6051 or 0161 856 6063, or you can use the LiveChat function on GMP’s website and quote log number 838 of 18/05/25.
Alternatively, you can report information to Crimestoppers anonymously on 0800 555 111.