Anora Targets Global Breakthrough for Aquavit with World Aquavit Day Makeover
5 minutes read
Introduction by: Peter Marshall
Anora Group is using World Aquavit Day on 13 April to deliver one of its clearest global travel retail statements yet, marking the occasion with a special TRunblocked.com site makeover, a first for our website.
As the world’s largest aquavit producer, the Nordic spirits leader is aiming to move the category beyond its traditional heartlands and into the mainstream travel retail conversation – targeting younger consumers, new occasions and broader international penetration.
In this exclusive TRunblocked.com interview, Marketing Manager Saransh Verma outlines how Anora plans to turn awareness into measurable growth, why now is the right time to back a global platform, and how World Aquavit Day fits into a long-term strategy to reposition aquavit from a regional speciality to a globally relevant spirit.
Peter Marshall (PM): Today is special for Anora – it’s World Aquavit Day. My first question is simple: how will you define success in travel retail over the next three years – in terms of new listings, volumes and shopper penetration, not just awareness?
Saransh Verma (SV): Awareness and business growth go hand in hand. Today, aquavit remains highly regional and skewed toward an older consumer base, so success over the next three years will come from broadening both the audience and the occasions.
We are actively evolving the category through new variants, RTDs, and travel retail exclusives (TRX) to attract younger and more international shoppers. With the right product mix, stronger in-store execution, and targeted communication, we aim to move aquavit beyond a Nordic niche.
Ultimately, success means winning more impactful listings, driving higher sell-out, and increasing penetration among non-Nordic travellers, turning awareness into real commercial growth.
PM: Now, Aquavit is still relatively small and mature globally, with real strength in just a few markets. What convinced you that now is the right time to back a global platform like World Aquavit Day instead of doubling down only on your Nordic heartlands?
SV: We don’t see the global reach of this fantastic spirit as taking a step back from our Nordic heritage. We see World Aquavit Day as a celebration of the long Scandinavian tradition of aquavit making. It is also an invitation to the world of aquavit producers and enthusiasts to come together and spread the knowledge about this category. It is an invitation to discover the versatility of this spirit and make it their own. As the world’s largest aquavit producer, Anora is a nurturer of Scandinavian heritage and tradition, deeply rooted in the region’s culture.
PM: When you sit down with an airport or ferry retailer, what changes do you ask for – facings, space, delistings – to ensure World Aquavit Day is visible in the store, not just in your brand presentation deck?
SV: In its second year, World Aquavit Day is still digital only. We are looking forward to taking it in-store in years to come.
PM: Truthfully, most international travellers still don’t know what aquavit is. How confident are you that “How Do You Aqua?” really lands on shelf against all the familiar gin, whisky and tequila stories? And what have you learned from shopper feedback so far?
SV: We have been using the World of Aquavit platform in the Travel Retail channel for a few years now, and it is a fantastic way to showcase our key aquavit brands representing the culture and heritage as well as the differences in style that the Swedish, Danish and Norwegian aquavits offer.
Though we haven’t launched ‘How do you Aqua’ platform in TR as it is in its second year and remains mostly digital, we have been doing ‘World of Aquavit’ promotions at Copenhagen airport, on many ferry lines as well as a number of other touch points. And the consumer response is very positive when they get a chance to taste the product and hear about the history of Aquavits – consumers tend to appreciate the rich history and help conversion. Also remember, there are several Aquavit expressions: from the sipping variant to the lunch companion, the shot and drink mixer.
PM: You use phrases like “no rules, endless opportunities” around cocktails and food pairing. How do you stop that from making aquavit sound like just another generic mixing spirit and instead use World Aquavit Day to strengthen its Nordic identity?
SV: Aquavit is truly a Nordic gift, offering a wide spectrum of rich and diverse flavour experiences rooted in tradition. It stands apart as one of the very few spirits historically crafted with food pairing in mind, designed to complement and elevate flavours rather than overpower them. That intrinsic connection to Nordic cuisine is what gives aquavit its unique identity.
At the same time, its versatility allows it to move beyond tradition without losing authenticity. It can serve as a distinctive base for creative, modern cocktails, bringing its characteristic botanical profile into new contexts. Meanwhile, cask-aged expressions reveal depth and complexity that make them ideal for sipping neat, much like fine whiskies.
With World Aquavit Day, the goal is not to position aquavit as just another mixing spirit, but to highlight this balance – its deep cultural roots combined with its adaptability. By showcasing its role at the table, its craftsmanship, and its ability to bridge heritage and innovation, we reinforce aquavit as one of the most versatile and uniquely Nordic spirit categories in the world.
PM: With Linie and your other heritage aquavits, how do you decide when to lean into deep individual stories – like seavoyage maturation – and when to simplify things into one clear, global aquavit narrative for travellers who are discovering the category for the first time?
SV: We approach this as a balance between education and storytelling, and the decision largely depends on the channel and the audience mindset at that moment. In Travel Retail, for example, the priority is to introduce and represent the aquavit category as a whole. Travellers are often discovering it for the first time, so we focus on creating a clear, accessible entry point – showcasing what aquavit is, its Nordic heritage, and allowing consumers to experience the diversity across different styles in a simple and engaging way.
In more established or local markets, where there is greater familiarity or more time to engage, we lean more into the depth of individual brands and their unique stories. This is where heritage elements – like sea voyage maturation or specific production traditions – can really resonate and add value, helping each aquavit stand out with its own identity.
Digital channels, of course, allow us to bring these stories to life in a much richer way. Here we can go deeper, combining storytelling, visuals, and education to immerse consumers in both the category and the brands. Ultimately, it’s about meeting consumers where they are – offering a clear, global understanding when they need simplicity, and delivering layered, authentic narratives when they’re ready to explore further.
PM: Looking five years ahead, if World Aquavit Day hasn’t significantly shifted the category’s trajectory, what is your honest plan – double down, pivot the concept, or accept that aquavit will remain a proudly regional spirit with selective global hotspots?
SV: We will continue celebrating World Aquavit Day every year on the 13th of April as a long-term commitment rather than a short-term campaign. Building a category like aquavit takes time, consistency, and collective effort, so our focus will remain on steadily growing both the overall category and the individual brands within it.
At the same time, we will keep highlighting the unique stories, craftsmanship, and heritage behind each brand, ensuring that aquavit’s distinct Nordic identity remains at the forefront. Those authentic narratives are what set aquavit apart and give it lasting relevance, even as we explore new audiences and occasions.
Equally important is the hope that more aquavit producers – both large and small, across different markets – continue to join in celebrating the day. By creating a shared moment globally, we strengthen awareness and appreciation together.
