Anora has suggested “cutting complexity” and a focus on “core brands” will help the Nordic wine-and-spirits group’s grow faster than the market.
The Koskenkorva vodka owner has seen its sales come under pressure in recent quarters. Sales were down almost 5% in the first nine months of the year, a performance that followed a similar decline in 2024 as a whole.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
However, the Finland-based group has published a set of new, mid-term targets that include a goal of seeing the company’s organic sales rise more quickly than the wider market.
“Our updated strategy takes us back to the fundamentals, improving profitability and putting Anora back on a growth path. We do it by cutting complexity, restoring margins and cash flow, and focusing on the growth of our core brands. At the same time, we are pursuing selective expansion into new channels and categories, supported by disciplined international growth,” Anora CEO Kirsi Puntila said.
The new targets, which cover a period up to the end of 2028, also include a 6-7% rise in annual “comparable EBITDA”. Anora has a goal for this metric to reach €85-90m ($97.6-103.3m) by the end of 2028.
During 2025 and 2026, the company is targeting around €20m in gross EBITDA savings with a focus on “procurement, organisational streamlining and operational efficiency”, it said in a statement yesterday (4 November).
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataIn September, Anora announced another round of job cuts in a bid to “improve profitability and efficiency”. The group had already axed jobs in 2024.
The new strategy will also see the company embark on “structural initiatives” to boost profits and “competitiveness”, including within its supply chain and an “optimisation” of its portfolio. Those moves will “unlock” another gross €20m in EBITDA potential” by 2028, Anora said.
The group said it believed it could boost EBITDA by a further €10m through “growth in core, selective new channels, and disciplined international expansion”.
“Looking ahead, we believe in our core brands, while we recognise the need to expand our range of low and no-alcoholic beverages, invest in innovations and shift towards more sustainable packaging solutions,” Puntila added.
