German whiskey king Horst Lüning spends millions on domains and dominates Youtube
In early 2014, the domain whisky.com changed hands for a cool USD 3.1 million–and continues to be one of the most expensive websites in the world. The domain’s new owner is a family-run business named Whisky.de GmbH from a tiny Bavarian village. Horst Lüning is actually better known internationally as a whiskey taster on YouTube, which has propelled him to cult status thanks to three YouTube channels with roughly 47 million impressions. But in recent years his fame has propelled him into the role of a Tesla influencer—helping net the auto company millions in revenue. OMR uncovers Lüning’s rise to whisky fame and evolution to Tesla ambassador.