Our Nordic core brands
Altia’s strategy is to build our strong Nordic brands with relevance and value for new generations. We own some of the best-known and loved wine and spirits brands in the region. Our aim is to create unique brand experiences for consumers in each channel and touchpoint. Digitalisation has improved the efficiency of marketing activation.
2019 was a year of focus and strengthening the foothold of Altia’s flagship brands: Koskenkorva Vodka, O.P. Anderson Aquavit and Larsen Cognac. We also continued to develop our regionally and locally relevant brands such as Chill Out wines, Blossa glögg and Xanté liqueur, as well as Leijona and Jaloviina in Finland and Explorer and Grönstedts in Sweden.
Our own brand portfolio is complemented by partner brands from leading global wine and spirits houses. Having a wide brand assortment allows us to play across categories and price points to provide a complete and competitive portfolio for our customers.
We actively investigate and manage our portfolio to stay relevant and unique. In 2019, we identified interesting opportunities in growing categories, such as gins, liqueurs and rums. The Finnish grocery trade has opened an interesting new channel to portray ready-to-drink variants and further extend our brand portfolios. With profound consumer and innovation insights, we were able to launch a full pipeline of new concepts under our existing brands and identify new opportunities.
The consumer is the number one compass that steers all our activities. We understand the Nordic consumer and their needs. Every development project is guided by strong consumer insight, whether it is innovation and product development or the marketing of our brands. Increased consumer involvement in concept development, testing and analysing the relevance of our actions have given strategic depth to our actions.