Finland-based Anora Group is poised to take on Bacardi’s distribution in Norway and Sweden later this year.
Anora, which controls brands of its own alongside handling third-party distribution across the Nordic region, confirmed today (14 August) the signature of a letter of intent by the pair. With the exception of Bacardi’s RTDs in Norway, the full portfolio would be handed to Anora in both markets “during the fourth quarter of 2026”.
If agreed, the arrangement is scheduled to run “until at least the end of Q1 2031”, Anora said in a filing to Nasdaq Helsinki. Nobody was immediately available at Bacardi to provide details on which company/companies would be replaced by Anora, nor which company would oversee the RTD stable in Norway.
“This letter of intent on a significant distribution agreement reflects our ambition to strengthen Anora’s position as the preferred partner for international beverage companies in the Nordic region,” said CEO Kirsi Puntila. “While discussions remain ongoing, the proposed collaboration would be a strong strategic fit for Anora.
“We look forward to continuing the discussions with Bacardi.”
On the “financial impact” to Anora of the deal, the proposal would garner between EUR25m (US$28.8m) and EUR30m in sales per year.
Among the international drinks companies to employ Anora are Treasury Wine Estates for Penfolds, Sazerac Co for Fireball and Proximo Spirits for Jose Cuervo and Bushmills Irish whiskey. Headquartered in Helsinki, Anora owns the Koskenkorva vodka and Skagerrak gin marks.
Three years ago, the company offloaded the Larsen cognac business to International Beverage Holdings for EUR54.1m (then-US$58.1m).
