The Yachting Ventures Startup Spotlight series goes beyond the pitch decks and press releases to share the real stories behind early-stage startups.

We sit down with founders in our community to explore their journeys, from the first spark of an idea to the realities of building a company in leisure marine.

This week, we sat down with Jacob Hansen, founder of SmartdrinX.

What’s your story?

The idea for SmartdrinX came from a very practical observation onboard yachts: serving drinks at sea is far more complex than it should be. Space is limited, storage is inefficient, and mixing drinks can be messy and inconsistent.

Coming from a background inspired by hospitality and catering systems, we saw an opportunity to rethink how drinks are served onboard.

By re‑engineering proven technology for the marine environment, SmartdrinX was born—to deliver perfectly chilled drinks, at the touch of a button, in a way that truly works at sea.

Everything from soft drinks, long drinks, juice, cocktails, wine, still and sparkling water, and draft beer.

Why does the industry need your solution?

The yachting industry is all about premium experiences, yet drink service onboard has largely remained manual and space‑consuming. Bottles take up valuable room, waste adds up quickly, and consistency is hard to maintain – especially in charter operations.

SmartdrinX solves these challenges by dispensing drinks at the right temperature and in the right measure, every time. It saves space, reduces waste, simplifies operations for crew, and elevates the experience for owners and guests alike.

What have you enjoyed most about starting your own company?

What we enjoy most is seeing a real-world problem solved and genuinely appreciated. The feedback from crews who love the simplicity and space savings – and from owners and guests who enjoy the quality and convenience – is incredibly rewarding.

Building something that adds a clear “wow factor” onboard, while making daily operations easier, is what motivates us.

What challenges did you face at the beginning?

The marine industry values reliability and tradition, so introducing something new requires proof. Our biggest challenge was demonstrating that SmartdrinX is robust enough for life at sea.

That meant extensive testing, adapting designs to handle vibration and limited power availability, and working closely with early adopters. Earning trust in this industry doesn’t happen overnight—but it’s essential.

What’s next for your business?

Over the next 12 to 18 months, our focus is on expanding installations and building a strong reference base.

We’re scaling in the refit and private yacht aftermarket, partnering with leading shipyards and OEMs for new builds, and entering the charter segment. We’re also launching a SmartdrinX app that enables automated drink configurations, personalised preferences, and AI‑supported recipe management.

In 3–5 years, we see SmartdrinX as a recognised standard for onboard drink service—integrated seamlessly into new yachts and widely adopted across the global fleet.

Any advice for entrepreneurs just starting out?

Listen closely to the market and respect the realities of the marine environment. Innovation is welcome, but only if it’s reliable and practical. Work with early adopters, test relentlessly, and be prepared to adapt your product.

Trust is everything in this industry, and it’s earned through performance – not promises.

A quote you live by:

“Make everyday experiences better—and make them work at sea.”