Altia's strategy focuses on creating sustainable and profitable growth in accordance with our purpose Let's drink better. Our vision is to be the drinks company that understands consumers and shapes the market to grow share. We aim to be an important partner for state retail monopolies, the grocery trade and on-trade customers, and to create positive value development in all markets. 

Altia strategy

The cornerstones of our strategy aiming at sustainable and profitable growth:

Grow Altia’s Nordic core brands

Our iconic Nordic core brands are the expression of our long heritage in the Nordic region and are among the region’s best-known spirit and wine brands. Through continuous innovation and product development supported by efficient brand building and marketing, we continue to introduce exciting novelties, line extensions and new products under our Nordic core brands.

We target growing categories, new consumer segments and occasions, as well as new geographical markets. We expect to grow both in volume and value in our home and export markets.

Execute a step change in wines

We continue to grow Altia’s own wine brands portfolio by offering new products, brands and packaging to meet Nordic market trends and consumer needs. We focus on strengthening our market shares in growing wine segments such as sparkling and rosé wines, and on innovative wine-based products such as aromatised wines.

Our extensive network of partners, and bulk wine partners representing all wine categories and countries of origin relevant to Nordic consumers and our customers, offers opportunities for product innovation.

We also focus on addressing the growing consumer demand for sustainability and ecological wine sourcing and production, and modern wine packaging such as tetras, pouches and bag-in-boxes (BIB).

Strengthen strategic partnerships

We continue to strengthen our strategic partnerships and offer the best route-to-market for Nordic and Baltic consumers. We leverage our extensive competences in sales and marketing execution, and provide the necessary consumer and market insights to help our partners find and develop new business opportunities covering the whole value chain – product and liquid innovation, packaging solutions, production, and warehousing and logistics services.

Our partners benefit from our distribution network covering all relevant channels such as monopolies, on-trade, grocery trade and travel retail. Further, partner brands are promoted through Altia's digital platfroms.

Channel expansion

We continue to further develop Altia’s grocery trade offering and the ready-to-drink (RTD) category. We focus on category management and launching new products and line extensions in the growing segment of low and non-alcoholic beverages.

Altia is a leading player in digital sales and marketing in the Nordic wine and spirits market through its digital platforms Viinimaa, folk o folk, Joogikultuur and We focus on continuously developing our data-driven marketing capabilities, digital reach, presence and visibility in the markets.

Fund and enable growth – Continuous improvement of overall efficiency

We continuously improve overall efficiencies, productivity, our capabilities and ways of working across the entire Group and in all functions. We focus on areas such as procurement, the supply chain, product portfolio management and organisational efficiency.

Active brand portfolio management

We continue to actively manage and develop our brand portfolio. This may include potential selective acquisitions and/or divestments to support growth in selected categories or regions.