Our Story

Since 2012 — Effortless Chic Celebration.

JustBe makes premium drinks for moments that should be more than just a drink. Italian-inspired, in the iconic 200 ml aluminum bottle — ready-to-enjoy without mixing, without a glass, without effort.

How it all began

As the son of a German-Italian family, I had the good fortune to live in South Tyrol for over 30 years — in a place where two cultures meet and enjoyment and style naturally belong together. My affinity for gourmet gastronomy taught me my studies at the Hotel Management School in Merano, which I completed in 1990.

In 2010, I was one of the first in Germany to launch Hugo from South Tyrol. The taste was right. What was missing was elegance. The heavy 75 cl glass bottle did not fit the light, modern way women actually wanted to experience aperitivo — ready-to-enjoy, elegant, light, Italian, of the best quality. Something new, modern — made for women.

In 2012, JustBe was created from this — modern & chic. Drinks in the iconic 200 ml aluminum bottle that not only taste good but also look like an accessory. An idea that is intuitively understood and loved by women worldwide.

Three Product Worlds

Sparkling Icons. Gold and Rosé — Italian Frizzante, fine-bubbled, elegant. 10.5% vol.

Natural Wine Cocktails. Hugo, Sprizz, Berry, Rhubarb — with 100% natural ingredients and fine fruit. 5.4% vol.

0.0 Chic. Premium non-alcoholic — for those moments when the drink should still be a statement.

Who we make this for

For stylish women who want to effortlessly combine indulgence, fashion, and celebration. For rooftops, aperitivo hours, sundowners, and all the small moments that deserve a grand appearance.

Your Moment. Your Drink.

Frank Tamburini
Founder, JustBe Drinks