Nordic spirits brand house Anora has bought glögg brand Blomberg from food-and-drinks company Orkla.
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The Helsinki-headquartered group already owns the Blossa glögg brand.
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Anora, which did not disclose how much it had paid Orkla for Blomberg, said the brand generated annual net sales of approximately Dkr8m ($1.2m).
Two – Luxus and White – have an abv of 8% and are sold in one-litre cardboard bottles, as is an alcohol-free variant. The fourth SKU – Glögg Extract – is sold in a 0.5 litre pack.
Anora VP Jens Voldmester said: “The acquisition of Blomberg strengthens our market position in Denmark and will further drive seasonal sales.
“Blomberg’s strong heritage and stable position in the retail market as a must-have brand during the fourth quarter and Christmas season pairs perfectly with our premium Blossa brand, offering consumers unmatched quality and choice.”
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By GlobalDataCarsten Hänel, CEO of Orkla, said Anora is “the right future owner” for Blomberg.
“The market for glöggs has developed significantly over the past ten years with an increased focus on taste and health. With its extensive experience in the wine and spirits market, Anora is the right company to continue this development.”
In September last year, Anora sold a clutch of brands, including Larsen Cognac, to International Beverage Holdings. At the time, Anora said the sale was part of its moves to focus on “selected hero brands with considerable growth potential”.
In January, the company said it would cut around 40 positions in a bid to generate savings of €3-4m ($3.3-4.3m) to bolster its profits.
In the first quarter of the year, Anora saw its net sales fall 7.9% to €146.9m. EBITDA was €7.8m, up 12.9%.
