Sweden's largest private wine and spirits importer Fondberg & Co. has set up a new Nordic travel-retail division.

Fondberg Travel Retail is to be headed by Fredrik Borin, currently sales director for Maxxium Global Travel Retail. Borin starts his job as managing director of the new limited company on 17 March and is immediately looking to recruit a small sales team of up to four people to assist him.

Commenting on his appointment, Borin said: "There are 58m ferry passengers travelling across the Nordic area annually - the population of the entire region is only about 25m. So that is clearly too big a potential market for Fondberg with its strong brand portfolio to ignore any longer."

The portfolio of family-owned Fondberg & Co., which has an annual turnover of over US$100m, includes brands such as Champagne Taittinger, Whyte & Mackay, Grand Marnier, Heaven Hill Distilleries and Wray & Nephew.