For his spirit production, Hamburg entrepreneur Jan Budde regularly processes one kilogram of greenery.
Hamburg: Green is famously a color that HSV fans have little to no affinity for—so much so that even the main sponsor, HanseMerkur, adjusted its branding tones to ensure there was no resemblance to their northern rivals from Bremen. But for the products created by Jan Budde, it’s quite the opposite. The bottles—filled with gin, vodka, schnapps, or Kümmel—proudly radiate a striking green, and for good reason. They contain what Budde calls the “soul of the Volkspark,” the “sacred turf of the Volksparkstadion,” mixed into the spirits.
At first glance, this might sound like a quirky gimmick, but it’s actually a clever marketing strategy by the Hamburg-based entrepreneur and founder of Body Attack, whose headquarters are just a stone’s throw from the HSV stadium on Schnackenburgallee. Budde, a born innovator, has always had a knack for experimentation—even during his biology and chemistry studies in Braunschweig and Hamburg.
The idea clicked immediately when he came into contact with the company “Herzrasen” in 2018. The firm had the concept of extracting the “green soul” of turf—chlorophyll—but struggled with the natural pigment turning brown over time.
In 2021, Budde and his partner Ramin Dibadj acquired the company and developed a now-patented process to preserve the vibrant green successfully. A Berlin-based laboratory extracts chlorophyll from one kilogram of fresh grass clippings. The final product contains one milligram of Volksparkstadion turf per liter, alongside 11 botanicals. Although the amount is minimal, it’s a crucial ingredient.
“Chlorophyll doesn’t change the taste, of course,” says Budde, “but it changes everything emotionally.” And this emotional appeal is driving strong demand. For example, the “Herzrasen Gin vom HSV” is available for €9.90 (100 ml) or €39.99 (500 ml) in the official fan shop. Starting November 23 (Schalke game), visitors to the stadium’s VIP lounges can toast to victories—or drown their sorrows over defeats—while enjoying this unique beverage. The gin is also available in numerous bars and restaurants throughout Hamburg.
Budde assures customers that traces of fertilizers or similar contaminants won’t make it into the bottle. “We conduct an extensive 880-point testing process for pesticides, heavy metals, and even doping substances,” he explains.
The bottles are filled at a distillery in Niebüll, Schleswig-Holstein, and labeled by “Die Mürwirker,” a facility for people with disabilities in Flensburg. Budde has also successfully marketed his idea to other football clubs (Union Berlin, Hoffenheim, Cottbus), the Sea Devils, golf clubs like Gut Kaden, and even the city of Hamburg.