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.
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.
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.
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.
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
Ancoats bar Sammy’s closes after ‘online smear campaign’
Daisy Jackson
A popular late-night bar in Ancoats has announced its official closure after several months of silence.
Sammy’s Bar, which was styled as a retro 70’s diner and stayed open into the early hours, has said the bar ‘is officially no longer’.
In a statement shared on the bar’s Instagram stories, founder Sammy Shonn said that there was been an ‘online smear campaign’ and has decided to sell the bar ‘for my own mental wellbeing’.
The account, and the bar itself, will now be transferred to new owners.
Sammy’s opened in 2019 and was a popular, hidden-bar-style spot for late-night cocktails and DJs.
Their full statement reads: “It’s with regret that I inform you Sammy’s is officially no longer.
“Whilst I vehemently maintain my total innocence against all of the hurtful allegations made against me and my character in a recent online smear campaign, for my own mental wellbeing, I’ve made the difficult decision to sell the bar, along with all its associated assets, including this social media account.
“Thank you to everyone for your custom, your love and your support since 2019.
“Together we created something special. I am now transferring this account to the new owners, who I am sure will post something shortly regarding their plans.”
A petition has been created to make Prestwich’s Oasis-inspired ‘Aldeh’ sign permanent
Danny Jones
We love how Greater Manchester, the UK and, indeed, the whole world have been gripped by Oasis fever – even brands like Aldi, who recently renamed one of their local shops ‘Aldeh’ in honour of Oasis and Manc accents everywhere; in fact, there’s even a petition to make it permanent.
And it’s already starting to gather some steam…
That’s right, the Aldi in Prestwich – or ‘Aldeh’ as we shall hopefully refer to it from now until forever – has seen not just local shoppers in and around Bury, but Oasis fans and even just curious Mancunians visit the location to see it for themselves.
In case this silly but oddly satisfying bit of news somehow passed you by, here it is in all its (What’s the Story?) Morning Glory:
A slightly caricatured and over-the-top impersonation of the most Gallagher-esque voice ever? Maybe. Fun to record? Definitely Maybe.
The sign itself has stood outside the branch located near Heaton Park for just over a fortnight now in honour of the Live ’25 reunion gigs and has drawn plenty of attention.
As described by the creator of the petition, Ella Curtis – a Manchester native herself – “photos of the sign went viral, because it tapped into something meaningful: pride in where we’re from, and in what this city has given the world. In short, Prestwich got its own Blue Plaque.”
Simply entitled, ‘Make “Aldeh” Permanent: A Tribute to Manchester’s Musical Legacy’, you can find a lengthy and surprisingly inspiring explanation detailing why the petition matters down below.
“1. A Tribute to Manchester’s Cultural Legacy
Manchester’s contribution to music – and to British culture more broadly – is unmatched. Oasis gave the world BritPop and helped define a generation. The ‘Aldeh’ sign reflects that heritage in a way that feels authentic, local, and proud.
2. A Source of Local Pride
As a proud Mancunian, I’ve seen the reaction firsthand. The sign has brought a real sense of community, joy, and identity to the area. People stop to take pictures, to smile, to talk. In a time when towns often struggle to feel distinctive, this simple change has sparked something genuinely positive.
3. A Cultural Landmark in the Making
In just a short time, the sign has become a local attraction and even a landmark – a destination for fans. It is a symbol and reminder of how we, as Mancunians all came together to celebrate one of the biggest reunion concerts from one of the world’s biggest bands happening right on our doorstep!
The ‘Aldeh‘ sign might have started as a temporary campaign, but it’s come to mean something more – to this city, to its people, and to anyone who recognises the power of music and place.”
Of course we’ve signed it. (Credit: Screenshot via Change.org)
Already listed on Google as a ‘cultural landmark’, even boasting 5-star reviews, Aldi themselves have responded by saying: “Boss said we also need 10,000 likes and a comment from one of the Gallaghers.”
It’s your time to shine, folks – we’ll worry about the two later.
The ‘Aldeh’ petition page ends with a simple but moving message: “Sign if you agree – let’s make ‘Aldeh’ a lasting part of Manchester’s story.”
Listen, it’s very rare that you see a city, a country and arguably the entire world taken over by a collective obsession and unified love of music and art; with that in mind, you best believe we’re right behind this.
And if you fancy tacking the ‘Aldeh’ sign onto a tour of important Oasis heritage sights in 0161, then look no further.
Georgina Pellant -
25th February 2022 
