What Pien does

Pien is a Helsinki-based craft beer retailer founded in 2016 by Erkki Häme and Tuomas Kokkonen as Finland's first privately owned bottle shop. The company operates a multi-channel platform combining a physical bottle shop and bar (Pien Shop) with over 600 curated craft beer, cider, seltzer, wine, and non-alcoholic SKUs and 8 draft taps, an e-commerce webshop currently shipping to Finland and Estonia, and a wholesale distribution arm branded "Powered by Pien" that places curated craft beer fridges in 255+ retail locations across Finland. Supporting products and events include Pien Brewing, curated bundles and mystery packs, gift cards denominated €25-€200, recurring HAPPY DAYS happy hours, and the annual Helsinki Haze Wave Festival.

The business model is built on one-time product sales across retail, e-commerce, and wholesale channels, supplemented by gift cards and event-driven demand generation. The primary customer segment is craft beer enthusiasts seeking rare and independent Finnish, European, and American breweries; a secondary B2B segment serves Finnish supermarkets and convenience stores via the Powered by Pien fridge network. The underlying technology stack is non-proprietary and composed of off-the-shelf third-party tools: Stripe and kevin. for payment processing, Untappd plus Google/Facebook for authentication, Omniva, Posti, and Matkahuolto for logistics, and Custobar for marketing analytics. No proprietary AI/ML platform is disclosed.

In May 2022, Brukett Oy — part of the Heino Group, a Finnish family-owned conglomerate established in 1899 — acquired 100% of Pien's share capital, with founders Häme and Kokkonen becoming shareholders of Brukett Oy while retaining operational leadership of Pien. The company operates with 11-50 employees and has navigated restrictive Finnish alcohol legislation by routing the webshop through an Estonian entity, NEIPA GROUP Oü, with relocation back to Finland announced for 2024 pending Finnish regulatory reform on remote alcohol sales. The Pien Brewpub in Sörnäinen, Helsinki was a separate entity that closed in December 2021 due to COVID-related financial pressure and is not part of current operations.

Name

Pien

Legal name

Brukett Oy

Website

https://pien.fi

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Pien is a Helsinki-based craft beer retailer founded in 2016, operating a physical bottle shop with 600+ SKUs and 8 taps, an e-commerce webshop serving Finland and Estonia, and a 'Powered by Pien' wholesale fridge network across 255+ Finnish retail locations.

Ownership category

akta.pro rank

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical retail and bar sales (Pien Shop): Pien Shop sells over 600 different bottled and canned craft beers, ciders, hard seltzers, wines, and non-alcoholic drinks for takeaway, and serves drinks on tap for on-site consumption. Revenues come from per-unit product sales and bar service at the Helsinki location.
2. Pien Webshop e-commerce: Online orders are shipped to customers in Finland and Estonia via carriers (Omniva, Posti, Matkahuolto). Revenue is generated through per-transaction product sales with shipping fees. The webshop is operated by NEIPA GROUP Oü.
3. Powered by Pien distribution: Pien imports craft beers and distributes them through curated fridge placements ('Powered by Pien' cabinets) in supermarkets and stores across Finland. Revenue derives from wholesale product sales to retail partners.
4. Gift cards: Pien Shop sells gift cards in denominations of €25, €50, €100, and €200, redeemable only on-site at Pien Shop.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Pien operates a craft beer bottle shop and bar in Helsinki (Pien Shop) stocking 600+ curated products from independent Finnish, European, and American breweries, with 8 taps for on-site consumption. The business is extended through an e-commerce webshop delivering to Finland and Estonia, and a "Powered by Pien" wholesale fridge program placed in 255+ retail locations across Finland. The company also runs community events including HAPPY DAYS happy hours and the annual Helsinki Haze Wave Festival.

Product overview

Pien is a craft beer retailer operating as a platform with multiple interconnected products and services. The core offerings include Pien Shop (the physical bottle shop and bar in Helsinki) and Pien Webshop (online delivery service). Supporting products include Powered by Pien (fridge program for retail partners), various gift cards (25€, 50€, 100€, 200€), curated beer bundles and mystery packs, and event programming like HAPPY DAYS happy hours and the Helsinki Haze Wave Festival. The ecosystem also includes a WhatsApp pre-order service for takeaway orders from the physical shop. Founded in 2016, Pien represents Finnish, European, and American craft breweries with a focus on independence and quality.

Differentiator

Problem solved

Functional benefit

Brands

• Powered by Pien: A network of curated refrigerated cabinets stocked with Pien's imported craft beers, placed in supermarkets and restaurants across Finland to provide fresh, cold craft beer nationwide.

Products and services

• Pien Shop (bottle shop and bar) Physical craft beer bottle shop and bar in Helsinki city centre (Ateneuminkuja 2), stocking 600+ curated products from independent Finnish, European, and American breweries, with 8 draft taps for on-site consumption. Open Tue–Sat, with takeaway beer sales up to 8% ABV before 21:00 daily under Finnish alcohol legislation. Targeted at adult craft beer enthusiasts in the Helsinki metropolitan area.
• Pien Webshop Online craft beer store operated by NEIPA GROUP Oü, delivering Finnish, European, and American craft beers to customers in Finland and Estonia via logistics partners Omniva, Posti, and Matkahuolto. Targeted at home consumers across Finland and Estonia seeking convenient access to curated craft beers outside Helsinki.
• Powered by Pien (retail fridge program) B2B distribution program under which Pien imports and places curated, cold-stored craft beer fridges ("Powered by Pien" cabinets) in partner supermarkets, convenience stores, and restaurants across Finland. Available in 255+ locations nationwide from Lauttasaari to Oulu. Targeted at retail operators seeking a differentiated craft beer offering without building in-house curation expertise.
• Gift Cards (Lahjakortti) Pien Shop gift cards available in denominations of €25, €50, €100, and €200, redeemable only on-site at the Pien Shop Helsinki location, valid for 6 months from purchase. Purchasable online and delivered electronically to recipients. Targeted at gift-givers wanting to provide an in-store craft beer experience.
• Curated Beer Bundles and Mystery Packs Staff-curated beer bundles, including Pien Mystery 12-Pack (€79.90), Pien Mystery 24-Pack (€159.00), and Custom 12-Pack (customer-selected with staff assistance), plus pre-assembled gift packs. Pickup only from Pien Shop. Targeted at craft beer enthusiasts who want expert-curated selection or a fun surprise format.
• Helsinki Haze Wave Festival Annual craft beer festival organized by Pien, featuring breweries from Finland and around the world, plus DJs, food, and entertainment. Originally planned for 2023 but postponed to 2024 due to founder Erkki Häme's sick leave. Targeted at craft beer enthusiasts, breweries, and community members in the Helsinki region.
• HAPPY DAYS happy hours Recurring weekly happy hour events at Pien Shop with discounted drinks. Runs Mon–Tue 14–19 and Wed 12–19. Targeted at local Helsinki craft beer enthusiasts seeking a community on-site experience.
• WhatsApp Pre-Order Service Pre-order service for Pien Shop takeaway craft beers via WhatsApp. Customers browse the Untappd takeaway menu, send their order to +358 50 4123323, receive a payment link, and collect the order in-store when ready. Targeted at local Helsinki customers wanting to skip in-store browsing.

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Helsinki Pride Community (Helsinki Pride ry)coreGTM or Marketing Partner · 10 March 2022Official Small Business partner of Helsinki Pride in 2022, 2023, and beyond. Pien Shop hosts Pride events and donates proceeds from Pride merchandise to the community's Rainbow youth work fund.
• Craft Beer Aid participants (37 craft beer operators)minorStrategic or Co-development Partner · 10 March 202237 craft beer industry participants jointly raised €20,381 for Ukraine humanitarian aid through the Craft Beer Aid campaign on 10 March 2022, with donations going to the Finnish Red Cross, Unicef, Silta 22, and Hardcore Help Foundation.
• NEIPA GROUP OücoreStrategic or Co-development PartnerNEIPA GROUP Oü (Business ID EE102426126) is the Estonian entity that operates the Pien Webshop online store, selling alcoholic beverages and branded merchandise to individuals and companies within the EU.
• ALPI Eesti OÜminorOthersLogistics partner operating the Pien Webshop warehouse at Loomäe tee 8, Lehmja, Estonia. Handles order collection and packaging.
• OmnivaminorOthersEstonian postal and logistics service used for delivering Pien Webshop orders to Estonia (parcel machines) and Finland.
• PostiminorOthersFinnish postal service used for delivering Pien Webshop orders to Finland via Posti parcel machines.
• MatkahuoltominorOthersFinnish transport and logistics company used for home delivery of Pien Webshop orders in Finland (Must be collected in person with ID verification).
• Noita WineryminorOthersBrand represented by Brukett Oy in Finland, seen as part of the broader Brukett portfolio with potential synergies with Pien's craft beer offering.
• Fiskarsin Panimo (Fiskars Brewery)minorOthersBrand under Brukett Oy; founders Erkki and Tuomas see great potential in Fiskarsin Panimo within the Brukett portfolio.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Stadin Panimo: Helsinki-based craft brewery and taproom. Overlaps with Pien as both a Helsinki craft beer brand and a likely supplier into Pien's retail channels, making it a peer on the production-and-experience side of the same ecosystem.
• Coolhead Brew: Finnish craft brewery producing modern hop-forward styles such as NEIPAs. Comparable to Pien through overlapping product styles, shared craft beer community in Finland, and partial supply relationship through curated retail.
• Tornion Panimo: Finnish craft brewery with broad national distribution in retail and on-trade. Comparable to Pien via the Finnish craft beer ecosystem, with overlapping customers and likely placement in Powered by Pien retail cabinets.

Direct peers

• Beer Hunters: Finnish craft beer bar and restaurant operator with multiple locations in the Helsinki metropolitan area. Directly comparable to Pien as a craft beer-led on-premise and takeaway concept targeting similar enthusiast customers in the same Finnish market.
• We Brought Beer: UK craft beer specialist retailer combining a physical shop, bar and online store with curated imports. Directly comparable to Pien as a craft-focused, curation-led retailer serving enthusiast consumers through both physical and digital channels.
• Hopt: UK online craft beer retailer offering curated global craft beers for home delivery. Comparable to Pien Webshop as a digital craft beer specialist targeting enthusiast consumers, though focused purely on e-commerce without a physical bar.
• Plevna Brewing Company: Tampere-based brewpub combining on-premise bar service with craft beer production and retail. Directly comparable to Pien's combined bar-plus-bottle-shop-plus-brewery model, though operating in a different Finnish city.

Broad incumbents

• BrewDog: International craft beer brewery and bar/retail chain with bars, online retail, and franchised locations across Europe. Comparable as a multi-channel craft beer brand combining own brewing, on-premise bars, and e-commerce, though operating at much larger scale and including an in-house brewery arm.
• Alko: Finnish state-owned alcohol retail monopoly operating hundreds of stores nationwide. Competes with Pien across off-premise craft beer sales and wholesale relationships with retailers, but does not specialise in independent craft curation and does not run on-premise bars.

Regional players

• The Bottle Shop: UK-based specialist craft beer retailer with a flagship London shop, online store and bar. Comparable to Pien as a curated multi-channel craft beer specialist, though serving primarily UK customers rather than competing directly in Finland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/pienbottleshop
• Facebookfacebook.com/pienbottleshop
• LinkedInlinkedin.com/company/pien
• Instagraminstagram.com/pienbottleshop

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Pien