Brown‑Forman completes US$200m sale of Finlandia Vodka

Brown‑Forman has completed the sale of the Finlandia vodka brand to Coca-Cola HB, after formerly announcing the planned deal in June 2023.

Speaking to the drinks business in June, Coca-Cola HBC said: “Brown-Forman will continue to be a key strategic partner for us, as we separately distribute their portfolio in several of our markets.

“As the distiller and bottler of Finlandia Vodka, Anora will continue this strategic role for Coca-Cola HBC.”

Additonally, regarding the sale, industry sources have rumoured that the union signals that a “vodka and Coke RTD is an obvious route”.

The acquisition will see the Nordic wine and spirits brand house, Anora — the global distiller and bottler of Finlandia vodka and also the distributor of Finlandia vodka in Finland, Sweden and Norway — enter into a strategic long-term agreement with Coca-Cola HBC.

Anora’s reign as the global producer of Finlandia vodka, covering distillation and bottling is currently in a long-term production services agreement that runs until 2035, however the brand was sold by former Altia (today known as Anora) to US-based Brown-Forman Corporation in multiple phases, from 2000 to 2004.

As a brand, Finlandia was established in 1970 and is one one the leading vodkas in Central and Eastern Europe with annual volumes of 2.7 million 9L cases globally, of which more than 60% are being generated within Coca-Cola HBC’s geographic footprint.

Pekka Tennilä, CEO of Anora Group Plc said in June: ”Finlandia vodka, produced by Anora from the pure natural ingredients of Finnish barley and water, is an important part of Anora’s history and heritage, first as brand owner and later as the producer for global markets pursuant to a strategic partnership with Brown-Forman.”