Anora And Brands For All Seasons.
Bo Madsen Interviewed
Anora And Brands For All Seasons.
9 minutes read
Introduction by: Peter Marshall
Anora is widely known as a leading wine and spirits brand house in the Nordic region and a global leader in sustainability, notably for its award-winning Koskenkorva brand. But our focus this time, as we move into the festive season, is to cover selected products from their wide aquavit portfolio that are not only just good year-round, but also where some brand iterations are specifically created for the forthcoming holiday period in limited editions.
And then there’s the excellent Blossa. It’s a unique and much anticipated annual limited edition glogg which is released exclusively for the Christmas season. Bo Madsen, Anora’s Director Global Travel Retail, takes us through their respective stories and looks at wider global expansion opportunities for these very popular spirits.
Peter Marshall (PM): Welcome back to TRunblocked.com, Bo. Now, Anora Group is recognised as one of the world’s largest producers of aquavit. We are fast approaching Christmas, and you embrace seasonality, so what better way than to focus on some of your limited-edition releases for the festive season.
So, what’s in store for the Nordic region’s three countries and for some of your Travel Retail partners from your winter-themed releases?
Bo Madsen (BM): Aquavit holds a cherished place in Nordic traditions, particularly during Christmas, making this season the perfect time to celebrate with special releases. At Anora Group, we take pride in creating festive, limited-edition aquavits tailored for the Nordic region and selected Travel Retail (GTR) partners.
In the Nordic region, Christmas marks one of the peak periods for aquavit consumption due to its deep cultural significance. To complement these celebrations, we emphasize unique seasonal offerings. Each Nordic country has its distinct aquavit tradition, which is reflected in our variety of brands. For Sweden, we offer Christmas editions that highlight their refined and spiced heritage. Norwegian aquavits, often matured in sherry casks, feature a rich and festive appeal, while Danish aquavits, known for their clear, crisp botanical character, are celebrated during the festivities. In the Travel Retail sector, we adopt a focused strategy with a smaller but highly curated assortment compared to the domestic market. This approach ensures we feature the most popular and best-selling Aquavits, which resonate with international travelers. These aquavits are perfect for seasonal gifting or as unique Nordic souvenirs.
Our goal is to bring the festive spirit of Nordic traditions to both local consumers and global travelers, ensuring aquavit remains a centerpiece of Christmas celebrations.
PM: What’s obvious is that the range is broad and diverse. Of course, Linie is the most well-known. It’s unique in that it’s physically aged at sea in sherry casks on a four-month journey to Australia and back. Great story.
So, are there any plans to experiment with non-traditional aging methods for aquavit, similar to Linie’s sea voyage aging?
BM: As a leader in sustainability, we are constantly focusing on reducing our carbon footprints and the sea voyage is no different. While we cannot say anything at this point of time. rest assured that we are exploring ways to keep the lineage of Linie alive with less impact on the environment.
PM: Let’s get inside the bottle. For aquavit and for the others in the range, including the limited release batches you’ve just mentioned, how much work goes into capturing and distilling the different botanicals that make up the portfolio? What, typically, are the ingredients that will be included this year to ‘spice up the season’, as it were?
BM: The mandatory aquavit botanicals according to the EU legislation are caraway and/or dill seeds, with caraway being the most common style. The flavour of caraway can best be described as tasting similar to rye or rye bread with additional notes of citrus, anis and mint. Traditional anis-tasting botanicals such as aniseed, fennel seed and star anise are often combined with the caraway. But, and similar to gin, there are no limitations on which botanicals that can be used in addition.
When it comes to Christmas aquavits, the focus is not on specific botanicals as such, but rather an emphasis on richer flavours such as those you get from longer cask maturation or use of different casks such as first fill port wine or madeira. Similar to other products such as coffee or chocolate, consumers often expect something more premium and luxurious when it comes to Christmas.
PM: Just developing this, what are your plans to further develop your product range for other seasons of the year?
BM: Aquavit is definitely not limited to Christmas. Depending on the style, this Nordic spirit matches perfectly with pork and lamb, as well as fish and shellfish. There are even aquavits suited for desserts. In Denmark, there are strong traditions of enjoying aquavit during easter, together with traditional dishes of for instance herring, smoked salmon, patés and open sandwich on rye bread. In Sweden, the aquavit traditions stand strong during midsummer and crayfish season.
As the aquavit tradition is so strong in the Nordics, we offer a quite extensive product range covering all the traditional occasions for food pairing, summer and winter. Our newest experiments go towards the occasions that are not necessarily connected to food. For instance, we have seen great interest in other kinds of products using aquavit as a base instead of neutral spirit – for instance liqueurs, shot products or premixed cocktails. The future for aquavit is very exciting!
PM: So, a key question: are you now pushing for international growth outside your main Nordic base?
BM: As a market leader, we recognize that expanding aquavit internationally requires us to take a proactive role in developing the category. This involves educating consumers about the unique qualities of aquavit and creating occasions for its enjoyment in foreign markets. While this is a long-term effort that takes time, it remains central to our vision for the future, ensuring aquavit finds a place on the global stage.
PM: I think it would be true to say that the limited seasonal editions do make this product that much more exclusive and I know the demand is always high. But surely this makes this tailor-made for Travel Retail? Where do you see scope for growth here?
BM: Limited seasonal editions undoubtedly add an element of exclusivity to aquavit, making it highly desirable. This exclusivity aligns perfectly with the Travel Retail (GTR) market, where we see significant opportunities for growth.
From a traveler’s perspective, aquavit serves as an ideal souvenir. Consider an international traveler flying out of Sweden, whether for personal or business reasons – such travelers often look for unique, culturally significant gifts for friends or family back home. Aquavit fits this demand perfectly, offering a taste of Nordic heritage in a beautifully crafted, limited-edition form.
This opportunity also extends to domestic travelers flying across the region, who might choose aquavit as a thoughtful gift or a way to celebrate their own cultural traditions. By emphasizing the unique appeal of our aquavits in the GTR space, we aim to tap into this demand and grow our footprint in the travel sector.
PM: Just looking at regions where you are not currently in distribution, and those you may now be targeting, what strategies will you adopt to educate consumers to try and buy?
BM: We are aware that there is high demand for Nordic products, owing to their high quality and rich heritage. When expanding into new markets, the first thing we’ll need to do is research local preferences to really understand what consumers want. We’ll set competitive introductory prices and offer different options for various customer segments. We’ll also make sure the product is available widely, through partnerships with local retailers and online platforms. Plus, offering smaller-sized SKU’s can help lower the barrier for first-time buyers, drive trials, and we can also run promotions like samples and bundle deals. Partnering with local influencers and brands will help build trust and get the word out. We’ll also create tailored marketing campaigns that tell our brand’s story and highlight the product’s benefits.
PM: Developing this, what role does consumer feedback play in developing new aquavit varieties?
BM: Consumer feedback is important when creating new aquavit varieties because it gives us a clear idea of what people like and want. It helps us figure out which flavors resonate most with consumers. Feedback also lets us spot trends, like the growing interest in low-ABV spirits or more sustainable production methods.
PM: Are there, then, emerging consumer trends that you are watching in relation to aquavit consumption?
BM: Yes, we are closely observing emerging consumer trends that could shape aquavit consumption in the coming years. One of the most notable trends is the growing popularity of cocktails. Aquavit’s unique flavor profile lends itself well to mixology, and we see increasing interest in using it as a versatile base spirit for innovative and Nordic-inspired cocktail creations. This not only modernizes aquavit’s appeal but also introduces it to a wider audience.
Another trend we’re watching is the shift towards low ABV (alcohol by volume) beverages. Consumers are increasingly seeking lighter options, and we see opportunities to innovate in this space by introducing aquavit-based products that align with this preference without compromising on flavor.
Additionally, we are experimenting with taste profiles to make aquavit more approachable for younger consumers. By slightly adjusting traditional recipes while respecting the heritage of the spirit, we aim to make aquavit more palatable and appealing to a new generation of drinkers. These efforts help us stay relevant in a rapidly evolving market while honoring the authenticity of aquavit.
PM: What can you tell us about your ‘Distillate Library’?
BM: Our main aquavit brands such as LINIE, O.P Anderson, Aalborg, Opland, Løiten and Lysholm are all based on heritage recipes with the oldest (Lysholm) goes back to 1821. But we can add additional botanicals or flavors to these products through the use of e.g. botanical distillates, macerates and extracts. The aquavits can also be cask matured, like the Norwegian Aquavit PGI, to provide smoothness and richness. If matured, the additional botanicals are always added after the maturation. We can also play around with the ABV (min 37,5%) and sweetness (max 15 g/L) of the aquavits to create milder and more gentle flavor profiles. Traditionally the ABV of aquavit has been between 40-45% ABV.
PM: How do you work with bartenders and mixologists to promote Aquavit in today’s cocktail culture?
BM: That is a priority for us. LINIE Aquavit is deeply rooted in Scandinavian heritage, traditions, and culture. We have extensive experience with cask-matured aquavit but have not yet reached our full potential in the international bar scene. Last year, we decided to partner up with the Norwegian bar HIMKOK as they have shown a unique ability to capture the essence of Norwegian culture and traditions and transform it into a modern and relevant context. By combining the strengths of HIMKOK and our extensive experience from Anora, we can offer something unexpected to the aquavit category. The partnership has resulted in guest shifts and master classes in Copenhagen, London, Paris and New York.
PM: Let’s now move onto another famous and more seasonal brand of yours – Blossa. It’s a much anticipated, annual edition glogg release that is always a best-seller. What do you think is the recipe for success here and what unique flavour and bottle design is set for this winter?
BM: The annual concept has actually been ongoing since 2003.
It’s the element of surprise that is key here. Every year it comes in a new design and flavor and consumers don’t know what to expect.
The Blossa annual edition takes inspiration from a new destination every year, and for 2024 we travel to Edinburgh in Scotland. Blossa 24 brings a new twist to the classic starkvinsglögg, enriched with smoky Scottish whisky and rounded off with dulse – a type of algae that adds a touch of saltiness and umami. The whisky enhances the glögg’s natural sweetness, while the smokiness pairs beautifully with the warm clove spices.
The addition of dulse isn’t just about flavor—it’s also a nod to the legendary sea creature said to lurk in the depths of Loch Ness, tying the drink to Scotland’s rich folklore. The algae itself comes from Scotland’s stunning coastline, adding a unique connection to the region. To top it all off, the design of this year’s bottle captures the magical atmosphere of the Scottish Highlands, making it as much a feast for the eyes as it is for the palate.
PM: It’s really become something of a collectable product, hasn’t it? Doesn’t it merit greater distribution beyond the Nordic region?
BM: Absolutely, it has become a collector’s dream! Every year, the brand introduces something new and exciting, which not only captivates collectors but also creates a buzz among consumers. This anticipation and uniqueness make each release a real treat.
That said, because these are limited editions, our primary focus remains on our Nordic consumers, who have a deep cultural connection with the product. Of course, we’re always exploring opportunities to take the brand international, but this is something we plan to approach thoughtfully and in due time.
PM: You produced a very catchy commercial for Xmas last year. There’s a new one for this year. Shall we show it? Let’s take a look.
BM: Definitely.
PM: One last question, Bo,and it’s back to aquavit. I know this is crystal ball-gazing, where do you see the brand’s future and growth dynamic in the years to come?
BM: We are dedicated to continuously developing the aquavit category and enhancing our brands. Preserving the cultural heritage and traditions of Scandinavian Aquavit is crucial, yet equally important is modernizing it to demonstrate its relevance at dinner tables and in cocktails today. There is still much to achieve within this category, and we are tirelessly working to introduce new experiences to a new generation of aquavit enthusiasts.
