Hartwall

What Hartwall does

Hartwall (Oy Hartwall Ab) is Finland's largest beverage company and a wholly-owned subsidiary of Danish Royal Unibrew A/S. Founded in 1836 and headquartered in Lahti, the company manufactures, markets, and distributes a comprehensive portfolio of alcoholic and non-alcoholic beverages across Finland, including core brands Original Long Drink (launched 1952, widely credited as the world's first commercial RTD), Jaffa, Novelle, ED, Hartwall Sport, Happy Joe, Ginger Joe, Lapin Kulta, Lahden Erikois, Karjala, Aura, and recently added Minttu and Lapponia liqueurs following the 2024 acquisition of Pernod Ricard's Finnish brands. The company also distributes international licensed brands (Heineken, Guinness, Lagunitas, Birra Moretti, Sol, Pepsi, Baileys, Freixenet, Mionetto, Gato Negro, Marqués de Cáceres, Zensa, Fiorissimo, VSPT wines) and is Finland's largest wine importer.

Hartwall operates production facilities in Lahti (fossil-free since 2023 via biogas plant using brewing residues), Turku (acquired 2024, carbon-neutral production of Elysée sparkling wine and Pernod Ricard brands), Karijoki (source water bottling), and craft breweries Helsinki Bryggeri (city center taproom and restaurant) and Tampere Malt (at Nokia Arena). The technology stack is fundamentally industrial beverage manufacturing rather than software, though the company has invested in low-carbon production technology (biogas, carbon-neutral production) and non-alcoholic brewing technology (Lahden Erikois 0.5% IPA/NEIPA).

The business model is multi-channel physical goods sales of beverages: (1) mass grocery retail chains across Finland; (2) Alko state alcohol monopoly for spirits and stronger wines (Hartwall as largest wine importer); (3) HORECA on-trade (restaurants, bars, cafes, hotels, catering); (4) own e-commerce store (kauppa.hartwall.fi); (5) events and festivals including hundreds of annual activations; and (6) flagship sports venue partnerships (HJK, Susijengi/Susiladies, Salibandyliitto). Pricing is not publicly disclosed and varies by channel, category, and format. Revenue depends on a 27-year PepsiCo bottling/distribution agreement that is set to end in 2028 (with Carlsberg taking over from 2029), representing approximately 13% of parent Royal Unibrew group revenue. Hartwall serves Finnish end consumers, the HORECA trade, event organizers, and sports federations, with brand engagement supported by sports sponsorships, the Hartwall VIP loyalty community, and ESG initiatives including Science Based Targets-validated emissions reduction and per-bottle donations to Finnish youth sports.

Name

Hartwall

Legal name

Oy Hartwall Ab

Website

https://hartwall.fi

Company type

Private

Founded year

1836

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hartwall is Finland's largest beverage company, manufacturing and distributing alcoholic and non-alcoholic drinks (Original Long Drink, Jaffa, Novelle, ED, Lapin Kulta, wines, spirits) across grocery retail, Alko, HORECA, events, and e-commerce as a subsidiary of Danish Royal Unibrew.

Ownership category

akta.pro rank

Product category

Beverage Manufacturing

NAICS

Breweries (31212), Beverage Manufacturing (3121), Breweries (312120), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Liquor Retailers (44532)

SIC

Beverages (2080), Malt Beverages (2082), Bottled & Canned Soft Drinks & Carbonated Waters (2086), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

Keywords

• Beverage manufacturing
• Alcoholic beverages
• Non-alcoholic drinks
• Wine importation
• Brewery operations

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Beverage Product Sales: Hartwall generates revenue through the sale of manufactured beverages across multiple categories: beers (Lapin Kulta, Lahden Erikois, Karjala, Heineken, Guinness, Lagunitas), long drinks (Original Long Drink), energy drinks (ED, Jaffa Booster, Rockstar, CULT), soft drinks (Jaffa, Pepsi, Hartwall Limonadi, Pommac), water (Novelle, Vichy Original), sports drinks (Hartwall Sport), hard seltzers, cocktails, wines, spirits, and ciders. Distributed through grocery retail, Alko, HORECA, events, and own e-commerce.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Hartwall manufactures, distributes and markets a comprehensive portfolio of alcoholic and non-alcoholic beverages for the Finnish market, spanning beers, long drinks, energy drinks, soft drinks, bottled water, sports drinks, hard seltzers, ready-to-drink cocktails, ciders, wines and spirits. It operates its own production facilities in Lahti (main, fossil-free since 2023) and Turku (acquired from Pernod Ricard in 2024), as well as craft breweries Helsinki Bryggeri and Tampere Malt, and sells through grocery retail, Alko, HORECA, its own online store and events. The portfolio combines owned Finnish heritage brands (Original Long Drink, Jaffa, ED, Novelle, Hartwall Sport, Happy Joe, Lapin Kulta, Lahden Erikois) with licensed international brands (Heineken, Guinness, Baileys, Freixenet, Mionetto) and wine imports.

Product overview

Hartwall is Finland's leading beverage company (part of Danish Royal Unibrew Group) offering a diverse portfolio of alcoholic and non-alcoholic drinks. The product portfolio includes: core long drink brand Original Long Drink (Finland's national drink since 1952); sports drink Hartwall Sport (partnered with Susijengi/Susiladies basketball teams); ready-to-drink beverages including Hartwall Hard Seltzer and Hartwall Cocktails; energy drinks (ED, Jaffa Booster, CULT, Rockstar); soft drinks (Jaffa, Hartwall Limonadi, Pommac, Vichy Original); waters (Novelle, Novelle Plus, Novelle Fresh); ciders (Happy Joe with Sour Cider line); craft beers from Helsinki Bryggeri; and an extensive wine and spirits portfolio (Elysée, Freixenet, Mionetto, Baileys, Gato Negro, Zensa, Marqués de Cáceres, Fiorissimo) plus distributed beer brands (Lapin Kulta, Lahden Erikois, Karjala, Heineken, Guinness, Lagunitas, Birra Moretti, Sol). Hartwall operates production facilities in Lahti (carbon-neutral via biogas) and Turku, plus craft breweries in Helsinki and Tampere.

Differentiator

Problem solved

Functional benefit

Brands

• Original Long Drink: Iconic Finnish long drink brand, the world's first commercial RTD beverage launched in 1952
• Novelle
• Jaffa
• Vichy Original
• ED
• Hartwall Hard Seltzer
• Hartwall Sport
• Hartwall Cocktails
• Ginger Joe
• Happy Joe
• Lapin Kulta
• Lahden Erikois
• Helsinki Bryggeri
• Elysée

Products and services

• Original Long Drink Finnish long drink (gin-based grapefruit RTD), flagship Hartwall brand, available in grapefruit, orange, pineapple, lemonade and seasonal flavours, sold across grocery retail, Alko, HORECA, events and online.
• Hartwall Sport Hartwall's sports drink line containing carbohydrates and electrolytes (sodium, potassium) for hydration and endurance; official sports drink partner of Susijengi/Susiladies, with 5 cents per bottle donated to Finnish youth sports.
• Hartwall Hard Seltzer Low-calorie alcoholic carbonated water at 4.5% ABV and under 90 kcal per can, in lime, raspberry, peach, blood orange, pear, ice-tea and limited-edition flavours.
• Hartwall Cocktails Ready-to-drink cocktail range (Paloma, Mojito, Piña Colada, Passion Martini 5.5%) developed and produced at Hartwall's Lahti facility, sold via grocery and HORECA.
• ED Energy Drink Long-established Finnish energy drink consumed by nearly half a million people in Finland; supports the SponsorED programme funding and coaching for Finnish CS esports teams.
• Jaffa soft drinks Finnish soft drink brand in orange and other fruit flavours, including Jaffa Pink Lemonade and Jaffa Lemonade variants; sold via grocery, HORECA and online.
• Jaffa Booster Energy soft drink combining natural caffeine and B-vitamins in sugar-free flavours including strawberry-lemon and green apple.
• Novelle bottled water range Water family including Novelle (still/sparkling), Novelle Plus (vitamins, minerals, flavours), Novelle Fresh (lightly sparkling with real juice) and Novelle Kirkastava (wellness water).
• Vichy Original mineral water Carbonated Finnish mineral water with natural mineral content, available in multiple formats via grocery retail.
• Happy Joe cider Finnish cider brand with regular and new Sour Cider (apple and pear 5%) variants, including a white-wine variant; supports Pride events in Finland.
• Ginger Joe ginger beverages Ginger-flavoured non-alcoholic ginger beer plus Stone's Ginger Joe Mule 5% RTD cocktail; enjoyed cold, heated or mixed.
• Lapin Kulta beer Finnish Lapland beer brand, original lager plus lighter Northern Lite variant, distributed through grocery, HORECA and craft brewery channels.
• Lahden Erikois beer range Hartwall-owned beer brand from Lahti with seasonal specialties including IPA 0.5% and NEIPA 0.5% non-alcoholic beers produced using post-brewing alcohol removal technology.
• Karjala beer Finnish beer brand of historical significance, managed by Hartwall as part of its domestic beer portfolio across grocery and HORECA.
• Aura beer Finnish beer brand managed by Hartwall, distributed through Finnish grocery and on-trade channels.
• Hartwall Limonadi Hartwall-owned lemonade soft drink sold through Finnish grocery retail.
• Pommac soft drink Distinctive Finnish soft drink brand with a long history, distributed by Hartwall through grocery retail.
• Helsinki Bryggeri craft brewery & restaurant Hartwall-owned craft brewery, taproom and restaurant at Sofiankatu in central Helsinki; produces specialty beers for the venue, HJK football supporters (Helsinki Bryggeri Pale Ale), Flow Festival collaborations and events.
• Heineken (distributed in Finland) International premium lager distributed in Finland by Hartwall, featured at Helsinki Bryggeri and across grocery and HORECA channels.
• Guinness (distributed in Finland) Irish stout distributed in Finland by Hartwall through grocery, HORECA and pubs.
• Lagunitas (distributed in Finland) American craft IPA brand distributed in Finland by Hartwall through grocery and HORECA.
• Birra Moretti (distributed in Finland) Italian premium lager distributed in Finland by Hartwall through grocery and HORECA.
• Sol (distributed in Finland, incl. alcohol-free Sol Zero) Mexican beer distributed in Finland by Hartwall, including the alcohol-free Sol Zero 0.0% variant.
• Baileys (distributed in Finland) Irish cream liqueur distributed in Finland by Hartwall through Alko and grocery.
• Freixenet (distributed in Finland) Spanish cava distributed in Finland by Hartwall through Alko and grocery.
• Mionetto (distributed in Finland) Italian Prosecco brand distributed in Finland by Hartwall through Alko and grocery.
• Gato Negro wine (distributed in Finland) Chilean wine brand popular in Finnish grocery, now also offering a Chardonnay variant.
• Zensa wine (distributed in Finland) Wine brand distributed in Finland by Hartwall through grocery retail.
• Marqués de Cáceres wine (distributed in Finland) Spanish wine brand (Crianza Rioja, Verdejo Rueda and other varietals) distributed in Finland by Hartwall.
• Fiorissimo wine (distributed in Finland) Italian wine brand (Prosecco Extra Dry and other varietals) distributed in Finland by Hartwall.
• Elysée sparkling wine Hartwall-owned classic Finnish sparkling wine (Elysée 8%), originally produced in Turku from 1953, discontinued in 2022 and relaunched in 2026 as a low-alcohol option.
• Minttu liqueur and Lapponia liqueurs (acquired from Pernod Ricard) Iconic Finnish liqueurs (mint Minttu and Lapponia line) plus berry and fruit wines, now produced at Hartwall's Turku facility and sold through Alko and grocery.
• Hartwall Online Store (kauppa.hartwall.fi) Direct-to-consumer e-commerce storefront selling Hartwall's classic favourites and newest products to Finnish consumers for home delivery.
• Hartwall VIP community & loyalty programme Hartwall's loyalty community offering exclusive benefits, drink trends, monthly giveaways, and opportunities to influence future Finnish beverages; supported by an email newsletter.

Quantifiable outcome

• Carbon-neutral production at Turku facility
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core, minor and flagship.

• Suomen Koripalloliitto (Finnish Basketball Association)coreGTM or Marketing Partner · 4 June 2026Hartwall Sport donations directed through Koripalloliitto's We Deliver fund. €11,000 donated, with second ~€13,000 donation planned for autumn. Fund has distributed €400,000 and 1,435 stipends to underprivileged families since founding.
• Salibandyliitto / Salibandyn Tuki (Finnish Floorball)coreGTM or Marketing Partner · 4 June 2026Hartwall Sport donations directed through Salibandyn Tuki foundation supporting children's floorball activities and sports for underprivileged families. First donations of ~€11,000 distributed.
• PepsiCocoreChannel Partner/ Reseller/ Distributor · 21 April 2026Hartwall manufactured Pepsi products in Finland since 1999 under 27-year partnership. PepsiCo signed agreement transferring production, sales and distribution to Carlsberg from 2029, ending Hartwall partnership at end of 2028. PepsiCo business accounts for ~13% of Royal Unibrew group revenue.
• CarlsbergminorOthers · 21 April 2026Carlsberg taking over PepsiCo production, sales and distribution in Finland, Denmark and Baltic states from 2029. Also manufactures Coca-Cola through Sinebrychoff subsidiary.
• HJK (Helsinki Football Club)flagshipGTM or Marketing Partner · 22 April 2025Hartwall is main partner of HJK including men's and women's senior teams. Multi-year comprehensive agreement includes new restaurant concept at Bolt Arena, new Helsinki Bryggeri bar, entertainment terrace, and co-created Helsinki Bryggeri Pale Ale for fans.
• Susijengi & Susiladies (Finnish Basketball)flagshipGTM or Marketing Partner · 18 February 2025Hartwall Sport is official sports drink partner of Finland's men's and women's basketball national teams. Partnership includes donations of 5 cents per bottle sold to Finnish sports, particularly youth sports for underprivileged families via Koripalloliitto's We Deliver fund.
• Royal Unibrew GroupcoreOthers · 1 January 2025Oy Hartwall AB is a subsidiary of Danish Royal Unibrew Group. Royal Unibrew provides strategic direction, sustainability targets (SBT approved), ESG ratings, and group synergies. PepsiCo business represents ~13% of Royal Unibrew group revenue.
• Pernod RicardcoreStrategic or Co-development Partner · 17 October 2024Hartwall acquired Pernod Ricard's Finnish brands and Turku production facility including Minttu liqueur, Lapponia liqueurs, and wine brands. Acquisition completed after regulatory approval. Transfer included production facility and staff.
• Rockstar Energy Drink Artists (Elastinen, Etta, Cledos, etc.)minorGTM or Marketing Partner · 22 May 2024Rockstar Energy Drink LIVE 24 concert at Nokia Arena featuring Finnish rap stars. Hartwall facilitated event with 10,000 free tickets distributed via lottery to Rockstar purchasers. Partnership with music artists for brand activation.
• VSPT Wine GroupcoreChannel Partner/ Reseller/ Distributor · 19 March 2024Hartwall became Finland's largest wine importer by adding VSPT Wine Group brands (Viña San Pedro, Viña Santa Helena, Graffigna, La Celia) to its portfolio.

Scale indicators7 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Sinebrychoff: Carlsberg Group's Finnish subsidiary and Finland's other major brewer/distributor. Operates Koff beers and distributes Carlsberg international brands. Directly competes with Hartwall in beer, soft drinks (Coca-Cola partnership), and HORECA across Finland.
• Olvi: Finnish publicly-listed brewery (Helsinki Stock Exchange) producing beers, ciders, soft drinks, energy drinks, and waters under the Olvi, Sandels, and A. Le Coq brands. Closely comparable to Hartwall as a Finland-based multi-category beverage manufacturer with similar portfolio breadth and own-brand focus.
• Laitilan: Finnish family-owned brewery and beverage producer operating in beer, cider, energy drinks, and soft drinks. Comparable to Hartwall as a domestic Finnish manufacturer competing across similar beverage categories and channels.

Broad incumbents

• Royal Unibrew: Hartwall's Danish parent company and Nordic multi-beverage group. Operates across Denmark, Finland, the Baltics, Italy, and other markets. Comparable as a regional multi-category beverage platform with overlapping brand portfolio, brewing capabilities, and PepsiCo partnerships.
• Carlsberg Group: Global brewing group and owner of Sinebrychoff in Finland. Directly relevant because Carlsberg is taking over PepsiCo production/distribution in Finland, Denmark, and the Baltics from 2029 — replacing Hartwall as partner and intensifying competition in Hartwall's home market.
• Anheuser-Busch InBev: World's largest brewer (Budweiser, Stella Artois, Corona, etc.) operating globally. Comparable to Hartwall as a beverage industry incumbent whose brands (Heineken via licensing, Corona, etc.) compete on Finnish shelves and HORECA.
• Pernod Ricard: Global wines and spirits group from which Hartwall acquired Finnish brands (Minttu, Lapponia, Turku facility). Comparable to Hartwall as a spirits and wine portfolio holder; both operate in the Finnish wine and spirits market via Alko and HORECA.
• Diageo: Global premium spirits company (Johnnie Walker, Smirnoff, Captain Morgan, Tanqueray). Competes with Hartwall in Finnish spirits and RTD categories and distributes through Alko and HORECA, with overlapping marketing and brand-building approach.
• Coca-Cola HBC: One of the largest Coca-Cola bottlers globally, operating across multiple European markets including Nordics. Comparable to Hartwall as a multi-category non-alcoholic beverage producer/distributor competing for soft drink and water shelf space and HORECA contracts.
• Red Bull: Global energy drink leader competing directly with Hartwall's ED, Jaffa Booster, Rockstar, and CULT brands in Finnish retail and event channels. Comparable as a category-defining energy drink brand with strong event-marketing and sports sponsorship model — a structural competitor to Hartwall's energy portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Hartwall1836
• LinkedInlinkedin.com/company/oy-hartwall-ab
• Instagraminstagram.com/hartwall1836
• Xx.com/Hartwall

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hartwall