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SB meets… Gloria Hallaste, Liviko
With a 125-year legacy, Liviko is one of Estonia’s leading spirits producers and distributors and represents some of the world’s biggest premium drinks companies in the Baltics.
We spoke to Liviko’s export marketing specialist for more insight into the firm’s brands and its focus on sustainability.
Which products are made by Liviko?
We produce a wide range of premium spirits, including Estonian liqueur Vana Tallinn – a flagship product continuously produced by Liviko since 1960 – and Crafter’s gin. With a strong heritage in vodka production, we distil vodkas like Viru Valge, silver-filtered Hõbe, and Bellingshausen.
Liviko also makes a variety of other spirits, such as flavoured vodka, rum, berry liqueurs, RTDs, and alcohol-free apéritifs. Our distillery is dedicated to combining traditional methods with innovative techniques to deliver high-quality beverages that resonate with both local and global drinkers.
Which are the company’s key markets?
Liviko’s key markets for its products include Estonia, Latvia, and Lithuania, with a strong presence in the domestic and travel retail channels. Additionally, Liviko has successfully expanded into global markets, focusing on Finland, where Vana Tallinn has been one of the best-selling liqueurs for decades. In 2015, we launched Crafter’s gin, which stands out in the market with its unique botanicals, green mindset and craftsmanship. Today, Liviko exports Crafter’s to nearly 70 countries in Europe, Asia, the Middle East, and South America. Our latest export country is China.
Is Liviko looking to venture into new markets or spirits categories?
We see growth opportunities in expanding to new markets and increasing visibility and activity in current markets. Introducing new product categories will provide additional visibility. We do things differently; for example, Crafter’s Sensory Potions, highly aromatic gin sprays that give a twist to classic cocktails. With a strong focus on travel retail, we have developed exclusive products, such as Vana Tallinn Coffee Fusion.
Additionally, Crafter’s Golden Saffron Gin joined the collection at Dubai Duty Free to celebrate its 40th anniversary. We are constantly developing and expanding our range. Exciting flavours, quality drinks and innovation are at the heart of what we do. Every product is announced at the right time, and we consistently monitor the market.
How is Liviko meeting social responsibility and sustainability?
Between 2018 and 2023, we successfully reduced our CO2 emissions by 69%. We are committed to sustainability and prioritise the use of recyclable packaging. A large portion of the glass bottles for our products comes from the local Järvakandi glass factory, located just 85km from Liviko’s production facility; at least half of the raw material used is recycled glass.
Our beverages are produced with a strong focus on sustainability. We have made significant strides toward a more sustainable future by introducing zero-waste drinks. In 2019, we developed an innovative way to reuse the juniper berries and residual extract after distillation. This zero-waste solution involves collecting the residue from our gin production to make other drinks. The leftover fibre-packed juniper berries are also used to make Crafter’s juniper cheese by the Andre Farm. We are constantly exploring new ways to minimise our environmental impact.
Will Liviko be attending any industry events this year?
Consumers can find us at key global duty free exhibitions and fairs, such as the Tax Free World Association (TFWA) event in Cannes at the end of September or Bar Convent Berlin in October. We will also participate in TFWA Asia in Singapore and Prowein in Düsseldorf. We also welcome visitors to our distillery and interactive museum, home to Liviko Academy of Beverages, Estonia’s leading mixologist training class.
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