§ One — About

Two people, one glass..

Cocktail Detour started in 2016 as a shared interest in good drinks, and has grown into a Stockholm-based studio producing and distributing content for the drinks industry. We're Joakim and Mattias — soon-to-be certified sommeliers who'd rather taste the product than guess at it.

§ Two — People

How it started

It began as a way to document what we were drinking and where — a personal record that slowly turned into @cocktaildetour. Almost a decade later, the same curiosity drives the work: understand what's in the glass, then build content around it. That approach has taken us from Instagram Reels to editorial writing at vidglaset.se, and from product shoots to running the bar at other people's events.

Who we are

Mattias

Photo, video & expression

Mattias is mainly responsible for the visual expression across @cocktaildetour and vidglaset.se — from photography to video. He works with light, composition and detail to create an expression that feels calm, considered and consistent.

Go-to grape

Pinot Noir is a recurring favourite. A grape that demands attention, but rewards it with elegance, nuance and a clear sense of origin.

Go-to cocktail

Sazerac. Spirit-forward and unapologetically simple — rye, sugar, bitters, a whisper of absinthe. Nothing to hide behind.

Joakim

Writing, selection & content

Joakim is mainly responsible for the writing, structure and selection of what we publish across @cocktaildetour and vidglaset.se. He sets the direction for how we talk about taste and how the content is built.

Go-to grape

Riesling, especially from Germany and Austria, is a favourite. The combination of acidity, precision and a strong sense of origin keeps it endlessly interesting.

Go-to cocktail

Last Word. Four ingredients in perfect balance, with a history that goes back a century. Sharp, herbal and endlessly quotable.

§ Three — By the numbers

2016

Founded

25 000+

Combined followers across @cocktaildetour and vidglaset.se

Independent channels, one content engine

10+

Brands we've worked with

§ Four — Philosophy

How we work.

Taste before camera

We're soon-to-be certified sommeliers. Every brief lands with people who understand what's in the glass — not just how to light it.

In-house, start to finish

Concept, recipe development, styling, photography, video and publishing — we own the whole process rather than outsourcing pieces of it.

Built on genuine interest

@cocktaildetour and vidglaset.se were never built on paid growth. Every follower found us because the content was worth following.

Want to work with us?.

We'd love to hear about your project.

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