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.
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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.
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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.
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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.
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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
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What people are wearing at Parklife 2026 – ruffles, cowboy boots, football shirts and bandanas
Clementine Hall
Parklife weekend is here, which means festival fashion is back, and Manchester has absolutely delivered on its outfit trends once again.
Every year in the fields of Heaton Park, thousands of ravers flock to Parklife festival for the biggest party of the year.
And of course, you can’t attend a festival without wearing a fire fit and boy oh boy have we seen some.
Gone are the days when you’d throw on a t shirt and jeans to a festival, and although you may see a few tracksuits and flimsy rain ponchos (we are in Manchester after all), the people of Parklife are dressing to impress this year.
Images: The Manc Group
The main theme of the weekend is…ruffles.
We’re talking ruffled shorts, ruffled boots, ruffled skirts – if you can ruffle it, the Parklife people are buying it. We’d say the vast majority of girls are wearing ruffled hot pants, and we are absolutely here for it.
Another trend is not practical in the slightest but of course looks absolutely fab, and that is cowboy boots.
Images: The Manc Group
We dread to think of the blisters that are going to crop up after the weekend, but as the old saying goes…beauty is well and truly pain.
You may mistake yourself for being at Coachella due to the amount of girls absolutely rocking a bandana this year, a trend which is both stylish and practical with the sun blaring down on Heaton Park this weekend.
And last but not least, maybe it’s the World Cup fever but we’ve spotted both boys and girls sporting football shirts and looking class whilst doing so.
Images: The Manc Group
All in all, Parklife weekend is flooded with fashionistas this year but are we surprised when Manchester is a hive for the coolest cats in the game? We think not.
There’s also a couple of pop-ups onsite this year for if you’re looking to level up your fit, including Suzy Loves Milo selling vintage garms and The Mothership providing all the perfect accessories.
Take That at the Etihad Stadium – the Manchester boys are ‘back for good’ | Review
Clementine Hall
We’re not saying this was the ‘Greatest Day’ of our lives…but it was certainly up there.
Take That have been taking us all on a trip down memory lane over the past few weeks, bringing The Circus Live back to stadiums across the UK and recreating their record-breaking 2009 tour.
Last night they kicked off their four night run at the Etihad Stadium, and it’s safe to say the much-loved pop trio have absolutely still got it.
In fact, I’d go as far to say that this is the best Gary, Mark and Howard have ever looked, sang, and above all else, danced.
Maybe it’s because this is their first hometown gig in two years, or maybe it’s because I’m extremely biased having grown up listening to Take That in my mum’s car on the way to school.
Either way, I said what I said.
Now as the name suggests, The Circus Live isn’t your average show. There’s a gigantic hot air balloon, a huge mechanical elephant, clown face paint, acrobats, unicycles, fireworks, sparkly costumes, you name it – they’ve got it.
It’s an aggressive assault to the senses, a fantastic fever dream, overstimulation of the highest degree, and I lapped up every single moment.
It’s what I imagine taking a tab of acid feels like before a gig, and if that’s the case then I would recommend doing so.
Of course the boys open the show with ‘Greatest Day’, and from the get go Gary Barlow’s vocals are just as smooth as ever.
After a brief Barry Manilow cover they then showcase their exceptional synchronised choreography during the dance break of ‘Pray’, to which I could almost hear the audible gasps from hundreds of mums in the audience.
All of which, I assume, were transported in that moment back to 1993 when Take That debuted the moves on Top of the Pops.
After a brief pause, Mark Owen leads the lads in ‘Shine’ as they make their way to the second stage in the centre of the stadium. Top hat in hand, Gary on the keys, Howard there purely for vibes – it’s no wonder Morrison’s chose this banger for their advert.
From then on it is simply banger after banger, and it’s clear that they feel very grateful to still be filling out stadiums as Howard particularly gets teary eyed after ‘Never Forget’ is met with roars of applause.
Take That have three more shows left at the Etihad Stadium, and you can still grab some last minute tickets here.
However, if you fancy not moving from your sofa but still want to be a part of the fun – Saturday’s show will be livestreamed across the globe via Amazon Music, so no matter where you are in the world, you can still visit The Circus. Find out more here.
Georgina Pellant -
25th February 2022 
