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Altia to bolster brands in Denmark with Conaxess deal

Finnish drinks group Altia will enter into a “strategic partnership” with Danish spirits firm Conaxess Trade Beverages to boost its growth in Denmark.

Altia’s O.P. Andersson aquavit distillery in Sweden

The deal ­– which will come into effect on 20 May 2019 – will see Altia transfer its domestic business in Denmark to Conaxess Trade Beverages.

The Danish company will exclusively distribute and market Altia’s brands in Denmark. The partnership also provides the chance to “further develop and grow” Altia’s brands in the country.

Altia’s key brands in Denmark are Koskenkorva Vodka, O.P. Andersson aquavit, Brøndums aquavit and 1-Enkelt Bitter.

The Helsinki-headquartered group will continue operating the border trade between Denmark, Sweden and Germany.

With the new collaboration, Altia is looking for a “stronger” route-to-market locally both in the off- and on-trade to enable the firm to further promote its Nordic brands.

As part of the deal, 12 Altia employees have been given the opportunity to transfer to the Danish firm.

The new partnership will see Conaxess Trade become one of the market leaders in spirits in its native country.

“We are very much looking forward to enter in this strategic partnership with Conaxess Trade Beverages,” said Janne Halttunen, senior vice president, Scandinavia at Altia.

“They have shown strategic and operational strength in Denmark and we are looking forward to continuing the positive development of the Altia brands.

“We strongly believe, that this new set-up gives possibilities to further grow Altia brands in Denmark.”

Jan Rose, managing director of Conaxess Trade Beverages, added: “We are excited to represent Altia’s iconic brands in our premium spirits portfolio.

“With our strong market position and our expertise at the Danish market we see good possibilities to strengthen distribution and sales of Altia brands.”

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