Altia agrees German distribution deal with Underberg

6th April, 2020 by Nicola Carruthers

Nordic drinks group Altia has entered the German market through a distribution partnership with family-owned firm Underberg.

The OP Anderson Aquavit distillery in Sweden

The long-term agreement will see German spirits company Underberg lead sales, marketing and distribution for Altia’s Koskenkorva Vodka and OP Anderson Aquavit.

The deal, which will be managed through Underberg’s distribution company Diversa, will enable the products to be available in stores across Germany from mid-April.

Thomas Mempel, managing director at Diversa Spezialitäten and member of the board at Semper Idem Underberg, said: “Scandinavian brands are increasingly gaining interest and importance among German consumers. They stand for naturalness and pure ingredients, clean packaging, as well as a nature-loving yet casual attitude to life.

“Koskenkorva Vodka and OP Anderson Aquavit complement our portfolio perfectly and are of excellent quality.”

Prior to the partnership, Altia operated in the country through its online store and through border trade between Germany and Denmark. The Nordic group said these operations will remain.

“We’re very much looking forward to working together,” said Pontus Forth, export director at Altia. “Diversa has an impressive track record in building strong brands and effective distribution structures in the market. Germany is a large European market, and we see great potential for our brands.

“We know from our e-commerce experience with that the quality of our products appeals to the German consumer.”

Last week, Altia said it was considering temporary staff lay-offs due to the impact of the coronavirus pandemic on the company.

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