Liudas Pranskevičius, founder of Aštriai Aštru, has transformed a local chilli venture into Lithuania’s flagship for bold heat and flavour innovation. By growing his own chillies and pioneering small-batch hot sauces, Liudas has increased brand visibility and revenue by over 150% in just three years. His leadership turned Aštriai Aštru into more than a product — it’s now a cultural movement around spice, creativity, and collaboration.
Under his direction, the brand has launched unique partnerships, from spicy beer and cracker collaborations to immersive events like chilli challenges and food festivals. Liudas continues to push boundaries in the gourmet food space, building community, supporting local agriculture, and igniting a new wave of Lithuanian food culture.More...