🇩🇰 Du finder den danske version af denne artikel her.

Conversation with Sabine Josephine Fabrin, JOE & THE JUICE

There is hardly any debate that JOE & THE JUICE is one of Denmark’s most exciting companies to watch. It’s a brand that doesn’t just sell juice and coffee but consistently executes campaigns and launches worldwide — always with a clear strategy. This makes the company fascinating because behind its distinctive bar counters lies a global engine room full of ideas, collaborations, and local adaptations.

Here, you get to go “behind the scenes” with Sabine Josephine Fabrin, who works with brand, communication & marketing at JOE & THE JUICE. She helps shape the brand’s story, create partnerships, and activate campaigns and product launches across continents.

We gain insight into how the work happens in practice, how the culture at JOE & THE JUICE HQ differs from the typical corporate life — and why “living the brand” is not just a cliché but a real part of everyday life for Sabine and her colleagues.

Sabine, how would you explain your work at JOE & THE JUICE to my 8-year-old daughter? What are your tasks?

“Hmm, that’s a good question! For your 8-year-old daughter, it might be easiest to say: I help tell the world how awesome JOE & THE JUICE is. And if I had to give an example, it’s like planning and hosting a party — you have to plan, inform people, send out invitations, and of course, throw the party itself. For me, the ‘party’ is brand partnerships, campaigns, and product launches. I work with people from all over the world and make sure we tell the same great story — whether you’re in Copenhagen, New York, or Bahrain.”

What does a typical workday look like for you?

“My days are rarely the same — and that’s what I love. Usually, I start by checking emails and prioritizing the day’s most important tasks. It can be anything from coordinating the launch of a new campaign, giving feedback on creative assets, holding meetings with global markets, or following up with agencies, the product team, and franchise partners.

Sometimes, I also have days like last Saturday, when JOE & THE JUICE partnered with Lululemon and RaveYoga to host International Yoga Day. I made sure everything was planned, produced, and executed on our end.
I act as the link between idea and reality. My job is to ensure everyone is working towards the same goal and that the task gets done. A bit like an octopus, with a finger in almost everything.”

You have worked in large companies before (like L’Oréal) — how does JOE & THE JUICE differ from them?

“JOE & THE JUICE stands out significantly from other places I’ve worked. In many ways. First and foremost, JOE & THE JUICE is extremely entrepreneurial and energetic. And less ‘corporate’ in a good way. In bigger companies, you often spend a lot of time on approval processes and hierarchies, but at JOE & THE JUICE, the path from idea to action is much shorter. You quickly get responsibility and can feel your impact, which is super motivating for me.

Additionally, the brand and culture are deeply embedded in everyday life. You can feel it both at the office and in how we work together. I have never worked in an office I enjoy coming into as much as I do at JOE & THE JUICE HQ. For me personally, that has meant a lot because it also means I work with a brand — and thus people — I have a lot in common with.”. Our HQ is designed like a JOE & THE JUICE — with our own JOE bar and an atmosphere that feels both homely and full of the energy and culture that define JOE & THE JUICE.

You ‘live the brand’ at JOE & THE JUICE — we eat and drink it every day, which also means that almost everyone working here truly understands the brand and the products. This creates a special culture and ensures we attract people who naturally become an extension of the brand.

For me personally, that has meant a lot because it also means I work with a brand — and thus people — I share a lot in common with.”

What is the most important thing you have learned since starting at JOE & THE JUICE?

“Flexibility and drive beat almost everything. Things happen fast at JOE & THE JUICE, and you have to be able to navigate change without losing direction. When you work in an environment built on trust, ownership, and a fast pace, you can truly achieve great things.

In addition, I’ve learned how important it is for me to work with something I am personally aligned with. Working for a brand and product I genuinely believe in makes my job meaningful and fun. You automatically become an ambassador for JOE & THE JUICE, which I can feel makes a big difference for my engagement.”

What does it mean to you to work somewhere where culture and brand are so closely connected?

“It makes the work meaningful. At JOE & THE JUICE, the brand is not just a strategy — as I mentioned earlier, it’s something we live by ourselves by setting the framework for it. From how we talk to each other at the office to the energy we put into the campaigns. It makes being creative both easier and more fun because we have a clear direction and a strong identity to work from.”

Sabine Josephine Fabrin in “HOUSE 11”

You work a lot globally, but with a strong local presence — something many Danish brands strive for. I’d like to hear a bit more about that?

“I understand that well, and it’s also super relevant and interesting. We have to balance a strong global narrative with local needs and differences. It’s about staying true to the brand while also understanding what works in Paris versus Dubai or, for example, Mexico, where we are opening this fall. Our local teams are crucial for success — their input makes our global campaigns stronger and more relevant. The local teams and the juices are the ones creating the experience for our customers. That’s why it’s important to have local buy-in and local flavor in what we deliver in different markets.”

One of the new local initiatives is HOUSE 11. How has it been received?

“HOUSE 11 has been very well received, both by guests and internally. It shows that JOE & THE JUICE is more than just food and beverage. We are lifestyle. HOUSE 11 creates an experience and a feeling that people want to be a part of.

It has been an exciting case of how we can challenge our concept without compromising the brand.

At the same time, we’ve opened our first JOE GYM, and HOUSE 11 serves as our ‘everyday elevated health destination.’ JOE & THE JUICE is not a treat. It’s a given. We’re here for those who want to live healthy in an easy way. HOUSE 11 is a place where we can explore that even more and where our community really comes to life, while also giving us the chance to try other commercial initiatives.”

What drives you personally in your work?

“I’m driven by working with a brand and products that reflect the lifestyle I strive for, where health and balance play an important role. I’m motivated by creating something that can be felt and seen, especially when it happens through inspiring events and collaborations with figures like Novak Djokovic or Paris Hilton.

The international environment energizes me. I love working globally and being part of the growth JOE & THE JUICE is experiencing. I enjoy traveling with JOE & THE JUICE and seeing how the brand is received in different cultures, as well as understanding the nuances needed to keep the brand relevant in various markets.”

Who or what inspires you in your professional life?

“At JOE & THE JUICE, anything is possible, and that mindset inspires me. I thrive on the feeling that ‘anything can happen,’ and it’s about just grabbing opportunities and making them happen. That gives me tremendous freedom and motivation.”

We stopped by HOUSE11 — JOE & THE JUICE’s new concept store in the heart of Copenhagen.
The whole adventure started just around the corner, and now a new chapter begins.
Read on and get an exclusive behind-the-scenes look → READ MORE!

Culture, business & inspiration — straight from Copenhagen to your inbox. Join over 55,500 subscribers!
We send out updates once a week.