GLOET landscape
GLOET landscape
06.09.2019 - 08:30

Altia invests in innovative sparkling glögg and begins cooperation with the award-winning Glöet

Altia and the Von Elk Company, known for Glöet, the most popular sparkling glögg in the Nordic countries, are embarking on cooperation spanning the Nordic and Baltic countries.  As of 1 October, Altia will become the exclusive representative of Von Elk’s brands in the Nordic and Baltic countries, as well as in travel retail. The cooperation covers sales, marketing, distribution and product development.

As part of the cooperation, Altia will invest in the Von Elk Company and becomes a minority shareholder in the company. The investment will be used for the development of Von Elk’s business to accelerate the company’s growth.

Von Elk, a family business established by Anette and Juha-Matti Raunio, launched its sparkling glögg Glöet in time for the 2015 Christmas season. The internationally award-winning drink became a success, and last Christmas, this sparkling glögg, enjoyed cold, conquered Sweden as well. In addition to the Christmassy Glöet, the company launched the sparkling rosé sangria drink Gozy, sold in a can, and the white sparkling sangria Gozy White earlier this year.

“We want to work with innovative growth companies, and Von Elk is an excellent example of just such a company. Glöet is an entirely novel drink, which has met with great success in a short period. Glöet and Gozy are fine additions to Altia’s product portfolio, and we’re excited to get the chance to build and develop these brands with Von Elk,” says Janne Halttunen, SVP Scandinavia at Altia.

“I’m delighted with Altia’s modern way of bringing together a large international operator and a small growth company with a big heart. Altia wants us to work as flexibly and quickly as before and provides us with strong support. Our collaboration with Altia is a great opportunity for us, and the next natural step in accelerating our company’s growth,” says Anette Raunio, one of Von Elk’s founders and its CEO.

“We’ve created an entirely new drink category and a new way of celebrating Christmas in the Nordics. According to our forecast, up to 80 per cent of this year’s sales will come from outside Finland,” says Raunio.

The Von Elk Company Ltd is a Finnish family enterprise established by Anette and Juha-Matti Raunio in 2013. At Christmas 2015, the company introduced the sparkling glögg Glöet to the Finnish market, making it an instant success. The sparkling glögg Glöet, which has won several international awards, is sold in the Nordic countries. Thanks to the gold medal won at the Women’s Wine Awards in May, the drink will also be sold in the UK this Christmas. In addition to its sparkling Christmas products, Von Elk launched the low-alcohol (8% vol) sparkling sangrias Gozy Rosé and Gozy White, this summer.

Altia is a leading Nordic alcoholic beverage brand company operating in the wines and spirits markets in the Nordic and Baltic countries. Altia wants to support a development of a modern, responsible Nordic drinking culture. Altia’s key exports brands are Koskenkorva, O.P. Anderson and Larsen. Other iconic Nordic brands are Chill Out, Blossa, Xanté, Jaloviina, Leijona, Explorer and Grönstedts. Altia’s net sales in 2018 were EUR 357.3 million and the company employs about 700 professionals. Altia’s shares are listed on Nasdaq Helsinki.

Further information:

  • Janne Halttunen, SVP Scandinavia, Altia. Contacts: Niina Ala-Luopa, Communications Manager, tel. +358 400 728 957, niina.ala-luopa@altiagroup.com

  • Anette Raunio, founder, CEO, Von Elk Company, tel +358 45 129 6661, anette.raunio@gloet.eu