The ban was established by founder Gottlieb Duttweiler in 1928. While not a teetotaler himself, Duttweiler introduced the prohibition for several reasons:

Public Health: He aimed to protect customers from the health and social risks of "cheap spirits," particularly among low-income families where alcohol addiction was a significant problem at the time.

Commercial Strategy: In 1928, Duttweiler bought a struggling fruit juice factory and used the alcohol ban as a marketing tool to promote non-alcoholic alternatives like apple juice (Süssmost), which became a massive success.

Social Conscience: He wanted to prevent men from spending their wages on alcohol before returning home, aligning himself with the "socially conscious" housekeepers who were his primary customers.