Pernod Ricard, the French spirits giant, has agreed to sell a collection of Nordic-based liqueur and spirits brands to Hartwall, since 2013 a subsidiary of Denmark’s Royal Unibrew. Hartwall is one of the leading beverage companies in Finland, producing and distributing a wide range of alcoholic and non-alcoholic drink.
This deal is part of Pernod Ricard’s broader strategy to streamline its portfolio and focus on core premium international brands. The sale includes a range of locally popular brands, such as the Finnish liqueurs Minttu and Lapponia, the Swedish punch brand Cederlunds Torr, the unflavoured spirit Tapio, and the fruit wine Marinella. Most of these brands were acquired by Pernod Ricard as part of its 2008 acquisition of Absolut vodka.
Royal Unibrew’s acquisition of these assets aligns with its strategy to strengthen its position in the Nordic markets and bolster its specialty drinks portfolio. The move allows Royal Unibrew to expand its market share in the region and diversify its offerings, reinforcing its growth strategy through premiumization and local market strength.
This divestment by Pernod Ricard follows the company’s broader plan to achieve EUR 1 billion in asset sales, which has already seen a series of sell-offs as the company seeks to refocus on premium spirits and champagne brands that drive its international growth.
Both companies are optimistic about the potential benefits, with Royal Unibrew eyeing increased market penetration in the region and Pernod Ricard continuing to sharpen its global brand focus.