Altia intros ‘Let’s Drink Better’ responsibility push

Finnish drinks group Altia has adopted a new responsible drinking programme called Let’s Drink Better as it seeks to positively influence drinking culture across the Nordics.

Altia’s CEO Pekka Tennilä says the Let’s Drink Better initiative will create a better drinking culture

Following discussions with stakeholders throughout 2016, Altia has officially enshrined Let’s Drink Better as the lead part of its mission statement.

“Let’s Drink Better means not only encouraging consumers towards a better drinking culture but also Altia’s actions as a responsible alcohol company,” said Pekka Tennilä, Altia CEO.

“We want to offer consumers the information they need to enjoy our products with a good conscience.”

Tennilä notes that people, particularly the younger generation who consume less alcohol, are now more concerned about their health, and are more aware of product quality. With this in mind, he says new organic and low-alcohol products will be added tot the company’s stable.

“The ingredients and packaging materials of Altia’s products are chosen from an environmentally friendly perspective,” Tennilä continued. “In addition, we continuously reduce the amount of waste in production and prefer local partners.”

Altia also recently made changes to its board of directors, appointing Tiina Lenicioni, general counsel at the Marimekko Corporation to join the group, while Minna Huhtaniska stepped down. Sanna Suvanto-Harsaae will continue to serve as chairman, with Annikka Hurme as vice-chairman. Jarmo Kilpelä, Kim Henriksson, Kasper Madsen and Kai Telanne all remain on the board.

Last year Altia struck up a deal with retail chain Marks & Spencer which saw its Koskenkorva Vodka made available in 130 stores across the UK.