Entertainment · TV & Streaming · 3 hrs ago
Founder leaves Die Höhle der Löwen without investment after tough criticism
Isabella Steiner pitched her alcohol-free aperitif brand nüchtern on the German business show Die Höhle der Löwen.
She asked for €300,000 in exchange for 12% of the company, valuing it at €2.5 million.
The investors challenged her sales figures because more than €3 million in sales came from her earlier online shop selling other companies’ drinks, not from nüchtern.
Investor Frank Thelen said the pitch was not honest, while Andreas W. Herb criticised the brand name.
Steiner began crying after the criticism, and investor Dagmar Wöhrl comforted her.
None of the investors offered a deal, so Steiner left without investment.
Isabella Steiner left Die Höhle der Löwen without an investment after investors criticised her pitch and business figures.
She sought €300,000 in exchange for 12% of her company, nüchtern.
Steiner presented alcohol-free aperitif concentrates in sachets that are mixed with tonic water.
Frank Thelen challenged her use of more than €3 million in sales figures, saying they came from trading other companies’ products.
After Steiner began crying, Dagmar Wöhrl comforted her, but no investor made an offer.
- Who
- Isabella Steiner, founder of the alcohol-free drinks brand nüchtern.
- What
- She pitched her company seeking €300,000 for 12%, but received no investment.
- When
- In the final episode of the show’s 20th season; the article was published on 26 October 2026.
- Where
- Die Höhle der Löwen, in Cologne, Germany.
- Why
- Investors criticised her pitch, business figures, company valuation and brand name; no investor chose to invest.
Steiner
Frank Thelen
Sales figures
Steiner
Steiner cited more than €3 million in sales, according to Bild.
Frank Thelen
Thelen said the sales came from trading products made by other companies and were no longer relevant to her own brand.
Pitch and valuation
Steiner
Steiner sought investment for her brand at a valuation of €2.5 million.
Frank Thelen
Thelen said the pitch was not honest and the valuation was not appropriate.
Steiner began operating an online shop for alcohol-free drinks.
Steiner pitched nüchtern and sought €300,000 for 12% of the company.
Thelen criticised her sales figures and valuation, and Steiner began crying after further criticism.
No investor offered a deal, and Steiner left without an investment.
- Founder
- Isabella Steiner
- Brand
- nüchtern
- Investment sought
- €300,000 for 12%
- Company valuation
- €2.5 million
- Sales cited
- More than €3 million from trading other manufacturers’ products
- Product
- Alcohol-free aperitif concentrates in sachets
What people are saying
Dein Pitch war – ich sage es nicht im Bösen, aber wenn man es wirklich beleuchtet – nicht ehrlich.
Du kämpfst so toll! Ich habe alle Achtung vor dir. Das ist dein Lebenswerk, das ist deine Planung. Du bist eine tolle Frau.
Ich brauche einen Drink.