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air up® Tech Stack

Flavor-through-scent hydration system with multi-country distribution

Food and Beverage Manufacturing Munich, Bavaria 201–500 employees Founded 2019 Privately Held

air up® manufactures a patented drinking system that flavors water via scent pods and retronasal olfaction—a consumer product operating across 11+ countries with millions of users. The hiring mix is heavily marketing-skewed (26 roles), with most positions at senior level, reflecting a brand-scaling phase; notable projects focus on influencer partnerships and market expansion in France and Benelux, while pain points center on retail distribution, platform discovery, and international compliance.

Tech Stack 16 technologies

Core StackCanva Adobe Premiere Pro Figma SolidWorks AWS TikTok YouTube Instagram Twitch Excel Microsoft Dynamics 365 Business Central Microsoft Office CapCut 3D printing Azure GCP

AdoptingTwitch

What air up® Is Building

◆Challenges

Scouting new platforms
Identifying structural barriers to growth
Expanding brand presence in france
Expanding footprint across france and benelux
Improving topline performance
Expanding offline retail presence
International tax compliance
Automated vulnerability management
Budget optimization for creator campaigns
Driving growth engine in france

▲Active Projects

Macro and mega influencer campaigns
Local creator marketing campaigns
Innovative influencer campaign ideation
Creator adventure
Influencer campaign development for french market
Forecasting and modeling
Next-gen platform explorer
Taste strategy builder
Security policy management
Unified detection and response pipeline

Hiring Activity

Decelerating50 roles · 8 in 30d

Department

Marketing

26

Finance

8

Sales

5

Engineering

3

Data

2

Product

2

Design

1

Security

1

Seniority

Senior

30

Mid

11

Junior

3

Manager

3

Intern

1

Notable leadership hires: Art Director

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About air up®

air up® is a consumer beverage hardware company headquartered in Munich, founded in 2019. The product is a refillable drinking system with flavor pods that work through scent perception rather than taste additives. The company operates across 11+ countries with a customer base in the millions and employs over 300 people, primarily based in Germany. Operations span product development, manufacturing, and go-to-market via digital marketing and retail partnerships. Current strategic focus includes market penetration in France and the Benelux region and expansion of offline retail channels.

HeadquartersMunich, Bavaria

Company Size201–500 employees

Founded2019

Hiring MarketsGermany

Frequently Asked Questions

What is air up and how does it work?

air up® is a refillable drinking system that flavors water through scent alone via proprietary pods. The mechanism is based on retronasal olfaction—scent compounds reach the olfactory receptors during drinking, which the brain perceives as flavor while the water itself remains unflavored.

Where is air up headquartered and how many employees?

air up® is headquartered in Munich, Bavaria, Germany. The company has over 300 employees and operates in more than 11 countries, with current hiring concentrated in Germany across marketing, finance, and sales roles.

What countries does air up operate in?

air up® launched in Europe in July 2019 and now operates in over 11 countries. Current expansion efforts focus on France and the Benelux region, with active hiring and marketing campaigns targeted at those markets.