10 years of A21

Looking at our history we can say that there was a mission behind A21 that is worth remembering even after 10 years, out of sheer ambition towards cocktails, A21 was founded to inspire people into developing a wider perspective on drinks and drinking. The idea was and still is to promote a culinary approach, meaning to us a quality-conscious, experience-driven and social enjoyment of cocktails and drinks in a responsible manner.

In other words: the idea is to tickle your heart and mind and create good moments in life.

Now make yourself your favourite cocktail and enjoy!


“ Who are the key people behind A21? ”

Matti Santala

“ Driven by the big picture ”

Theoretical knowledge and pragmatic experience in conceptualising business ideas and taking them into practice. Knowledge and understanding of different business models and capabilities required to implement them. Driven by the big picture - focus on strategic thinking in order develop business and new opportunities.

Consequently, strong experience in opportunity recognition and network-based models for partnering and creating new co-operation models. Pragmatism combined with a strong theoretical understanding of strategic management, marketing and entrepreneurship with an ongoing research based initiative to understand the meaning of and therefore, creation of successful business concepts from a marketing point of view.

Timo Siitonen

“ Finnish by origin, International to the bone ”

I was born and raised in Helsinki, Finland. After Sibelius highschool I moved to London, UK in year 1999 to study B.A. degree in Theatre Dance. I ended up working as a Head Bartender in Atlantic Bar & Grill, Dick’s Bar, maybe one of the most legendary and influential cocktail bars in Europe. This road had led me to work in the global cocktail industry as a Nordic cocktail pioneer, international competition judge and a cocktail trainer in Finland and abroad.

I have been working with Pernod Ricard Finland as a industry trainer for the last 10 years and been conducting cocktail schools for more than 10 000 consumers during the years.

I was awarded a Pro Bartender of the year award in 2010 and I have also written a bartenders manual book published in Finland.

My philosophy of making cocktails is that a cocktail is a harmonious combination of flavours and its wrapped in a story. Nordic ingredients are my main source of inspration and passion when creating modern cocktails.