Liechtenstein Fine Spirits Association – When an Apple Makes History

Hans-jörg Goop: “The Schellenberg Cider Mill has been in operation for over 130 years—it is the only remaining cider mill in Liechtenstein. In a good harvest year, thousands of liters of cider are pressed here. I took over the right to press cider from my mother in 2008 and have been the master cider presser since 2016—a role that combines values, responsibility, and passion. The cider mill is not just a business; it is a piece of history, a cultural treasure that must be preserved.”

The market for premium spirits has changed significantly in recent years. There is less demand for fine spirits today—the trend is toward lighter, natural beverages. So we asked ourselves: How can we share our passion without losing sight of our roots? In 2021, we began producing our apple spritzer—made only with apple juice, water, and carbonation, with no additives. Our goal was clear: to bring out the natural flavor of the apple and preserve the fruit’s freshness, diversity, and authenticity.

We can pasteurize our products on-site, which is a major advantage because it allows us to produce small batches by hand. For our sour cider, we source apples specifically from orchards so we can precisely control the blend. The Boskoop variety is particularly important to us; it gives the drink that delicate, lively tartness that you can taste right away.

We also produce mulled cider—both alcoholic and non-alcoholic—with great success. Here, too, we use only fresh fruit, never store-bought lemon or orange juice. We press everything ourselves—and that’s what gives it that fruity, natural flavor that people love so much.

Sometimes an apple is more than just a fruit—it is a symbol of craftsmanship, nature, and tradition. We blend apples from Liechtenstein and the Rhine Valley, preferably from orchards with scattered trees, to ensure a consistent taste experience. Preserving heirloom fruit varieties, maintaining the landscape, and safeguarding regional diversity are just as important to us as the enjoyment our products provide.

I’m supported by my wife and my sons Florian and Thomas, who are part of the “Tschügger” brand—especially when it comes to organizational matters. My wife and I put our heart and soul into this work. We’re retired—and that’s exactly what gives us the time to devote ourselves entirely to our passion. We have our principles: no PET bottles, only glass and cans, everything freshly made, without artificial additives. It’s a lot of work, but it’s work that brings us great joy.”

And how did the name Tschügger come about? Hans-jörg Goop, laughing: “Here’s a little anecdote: I once said, ‘The Tschügger are at a disadvantage in the bus network.’ That sparked the idea: Why not use that name for our apple spritzer?” And so, from a little joke, the Tschügger apple spritzer was born—a name that’s instantly recognizable in the region and stands for authenticity.

Since 2022, the association has also been a brand partner of Liechtenstein Marketing and bears the “Genuss aus Liechtenstein” seal. This seal clearly demonstrates that our products are not only crafted to the highest standards but are also deeply rooted in the region. Regionality, quality, and sustainability are thus not merely principles but are visible to everyone who enjoys our products.

Sometimes I ask myself: Why do we do all this? The answer lies in the little moments that show we’re on the right track: a smile during a tasting, the joy of a child who recognizes the apple on our labels, or the feedback from people who appreciate the natural flavor.

At a farmers’ market, I saw a little girl whose father asked her if she wanted a spritzer; she pointed to our can of apple juice and said, “No, I want that.” In that moment, I knew we’d done everything right. Moments like these motivate us to bring new ideas to life and make our passion for the product tangible.

Every apple we process tells a story about Liechtenstein—from the orchards to the cider press and right into the bottle. Products like Tschügger apple spritzer, sweet or tart cider, and our mulled cider show that passion, creativity, and tradition can go hand in hand—and that this combination results in “Delights from Liechtenstein.”

With great dedication and a keen eye for quality, Hans-jörg Goop succeeds in keeping tradition alive while also carrying it into the future. When he talks about the beverages produced in his small family business, you can’t help but want to try a glass yourself—and in the end, all that’s left to say is: Cheers!