DRINX
DRINX (DrinxSjøbeck ApS) is a Danish B2B wholesale beverage distributor and Denmark's largest on-trade supplier of spirits, beer, and water, serving bars, restaurants, ship provisioning, and retail customers with 18,000+ SKUs, an owned delivery fleet, and consolidated one-stop-shopping and equipment-service offerings.
- Company typePrivate
- Founded2015
- HeadquartersFrederikshavn, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingServices
What DRINX does
DRINX (legally DrinxSjøbeck ApS) is a Danish B2B wholesale beverage distributor that, by its own statement, serves as Denmark's largest supplier of spirits, beer, and water to the on-trade market. Founded in 2015 in Frederikshavn and headquartered across two operating sites (Maigårdsvej 12, Frederikshavn and Kildebrøndevej 44E, Greve), the company sells an 18,000+ SKU portfolio spanning alcoholic and non-alcoholic beverages, food, cleaning supplies, office products, and tobacco to bars, restaurants, cafés, ship provisioning operators, retail, and specialty retail customers. The current legal entity was formed on 1 January 2024 through the merger of Drinx ApS with Sjøbeck Øl og Vand A/S, following the August 2023 absorption of approximately 200 customers from Bar Engros (Bevco) in Tilst.
The company's underlying service platform combines a 'one-stop-shopping' procurement and consolidation model with DrinxSystem, a 24-hour equipment maintenance and installation service for draft beer, cocktail, and water dispensing hardware, and the TAP Collection, a portfolio of keg-dispensed wine, cocktails, beer, and water launched in 2022 to mitigate hospitality labor shortages. Distribution is executed with a direct sales-led go-to-market (each customer assigned a fixed consultant and a fixed customer service agent) and an owned fleet of 27 delivery vehicles plus two electric bikes for Copenhagen-area consultants, yielding a stated 98.46% average delivery reliability rate. Strategic distribution partnerships with Carlsberg Danmark (A-partnership), Kjær & Sommerfeldt (joint beer, water and TAP Collection distribution), and REKOM Group (extended five-year alliance) extend the assortment reach.
DRINX employs more than 110 people across customer service, sales, purchasing, marketing, warehouse, and administration functions split between Zealand and Jutland, and is led by CEO Tommy Toft. Revenue is generated through B2B product sales on monthly quote-based billing, supplemented by DrinxSystem installation and maintenance revenue and ancillary services such as Tobacco-ID compliance registration (processed through Worldline under EU tobacco legislation). The company holds Danish food-safety Smiley certifications at both warehouse sites, is self-attested GDPR compliant, and positions itself around a 'Service ad libitum' brand promise emphasizing consolidated purchasing, sustainable logistics, and dedicated account service.
DRINX firmographics
Firmographics- Name
- DRINX
- Legal name
- DrinxSjøbeck ApS
- Website
- https://drinx.dk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DRINX (DrinxSjøbeck ApS) is a Danish B2B wholesale beverage distributor and Denmark's largest on-trade supplier of spirits, beer, and water, serving bars, restaurants, ship provisioning, and retail customers with 18,000+ SKUs, an owned delivery fleet, and consolidated one-stop-shopping and equipment-service offerings.
- Ownership category
- akta.pro rank
Where DRINX is headquartered
LocationHeadquarters
- HQ city
- Frederikshavn
- HQ country
- Denmark
- HQ region
- Europe
Offices6 records
Markets served
DRINX business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- B2B Product Sales: Trading company selling spirits, food, cleaning and office products to B2B customers. Revenue generated through sale of alcoholic beverages, beverages, and ancillary products to bars, restaurants, retail and ship provisioning customers.
- DrinxSystem Service: 24-hour service, maintenance and repair of beer systems and dispensing equipment. Provides installation services for draft beer, cocktail and water dispensing equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | B2B supplier pricing based on customer type and volume |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
DRINX product offering
Product offeringCore offering
DRINX (DrinxSjøbeck ApS) is a Danish B2B beverage wholesaler and hospitality solutions provider selling 18,000+ SKUs of spirits, beer, wine, water, tobacco, bar equipment and ancillary supplies to bars, restaurants, cafés, ship provisioning, retail and specialty retail customers across Denmark. The offering combines product distribution with proprietary service modules (DrinxSystem for 24/7 dispensing equipment service, TAP Collection for keg-based beverages, Tobacco-ID compliance, and One-stop-shopping consolidated procurement) delivered via an own fleet of 27 vehicles and a sales force with dedicated per-customer consultants.
Product overview
DRINX operates as a B2B beverage wholesaler and hospitality solutions provider. The company offers a comprehensive product portfolio of over 18,000 items including spirits, beer, water, wine, and related supplies. Core offerings include the DrinxSystem for equipment maintenance, TAP Collection for keg-based beverages, and Tobacco-ID compliance solutions. Services include one-stop-shopping consolidation, procurement optimization, and 24/7 customer service. The company was established in Frederikshavn in 2015 and merged with Sjøbeck Øl og Vand in 2024 to form DrinxSjøbeck.
Differentiator
Problem solved
Functional benefit
Products and services
- Sortiment (Product Assortment) Core wholesale assortment of over 18,000 SKUs spanning spirits, beer, wine, water, cocktails, tobacco, bar equipment, food, cleaning articles and office supplies, sold to Danish bars, restaurants, cafés, ship provisioning, retail and specialty retail customers.
- DrinxSystem 24/7 nationwide service, maintenance, repair and installation offering for beer systems and other dispensing equipment (draft beer, cocktails, water), provided to Danish hospitality operators as a standalone service contract.
- TAP Collection Portfolio of wine, cocktails, beer and water on kegs designed to sustainably address labor shortages in Danish restaurants, bars and hotels, enabling efficient dispensing with fewer staff.
- One-stop-shopping Consolidated procurement service that lets hospitality customers source spirits, beer, produce, napkins, glasses, cleaning products and office supplies from a single supplier, reducing receiving time and administration while enabling more sustainable logistics through combined deliveries.
- Tobacco-ID (Tobaks-ID) Compliance solution enabling Danish customers to register tobacco sales in line with EU tobacco legislation by integrating with the Worldline ID issuer and submitting tobacco IDs to Drinx for reporting.
Quantifiable outcome
- 98.46% delivery reliability rate
- +1 more outcomes
Companies that use DRINX
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
DRINX technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
DRINX partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, flagship and minor.
- Den Danske Billard Union (DDBU)coreDrinxSjøbeck and DDBU entered an official main sponsor agreement giving DrinxSjøbeck a central role in developing and spreading the Skomar discipline and hosting national Skomar events.
- Sjøbeck Øl og Vand A/S (acquired)flagshipDrinx ApS announced acquisition on 30/10/2023, taking over all assets of Sjøbeck Øl og Vand A/S from 1/1/2024. Companies merged under name DrinxSjøbeck, resulting in stronger market position in Denmark.
- REKOM GroupflagshipMany-year alliance strengthened with a five-year extension. Partnership established in 2018, now extended for another five years. REKOM Group is one of Denmark's largest actors within nightlife.
- Bar Engros (Bevco)minorDrinx acquired approximately 200 customers from Bar Engros in Tilst near Aarhus. Marked beginning of strategic collaboration between the two companies.
- Carlsberg DanmarkflagshipNew A-partnership opening doors for customers to even more accessible access to Carlsberg's assortment, from iconic favorites to the newest and most exciting specialty products.
- Kjær & SommerfeldtcorePartnership for joint purchasing and distribution of beer and water. Collaboration allows customers free choice of beer, water and most products. Also joint distribution of TAP Collection portfolio.
- MikkellerminorDrinx and Kjær & Sommerfeldt helping Danish beer producer Mikkeller reach broader on-trade audience with their craft beer products.
- Herslev BryghusminorStrategic partner with organic microbrewery Herslev Bryghus to bring their products to cafés, bars and restaurants through Drinx distribution.
- Fur BryghusminorJutland specialty brewery partnership with Fur Bryghus ensuring their beer reaches more Danish on-trade customers through Drinx and Kjær & Sommerfeldt.
- Bryggeriet SkandsminorStrategic collaboration with Skands brewery for sales and distribution of organic specialty beers to bars, restaurants and hotels.
- STATE DrinksminorSTATE Drinks collaborating with Drinx and Kjær & Sommerfeldt to bring their products to cafés, restaurants, bars and canteens nationwide.
- Real DrinksminorExpanded beer and juice collaboration following growing customer demand across the country. Products include organic ciders and juices from Bie's Bryggeri and MAD Organic juices.
- Bornholms MosteriminorStrategic collaboration based on shared values and high ambition levels, both working intensively with sustainability.
- Andersen Partners AdvokatpartnerselskabminorExternal partner handling whistleblower report management for DrinxSjøbeck's whistleblower scheme.
- Hendrick's GinminorBrand events including Hendrick's Cucumber Day celebrations and Hendrick's Expressen train experiences promoting gin products.
- Råt&GodtminorSocial responsible and sustainable company producing display solutions from recycled wood for Drinx customers. Aligned with UN Sustainable Development Goal #12.
Scale indicators7 records
Recent moves5 records
Expansion highlights6 records
DRINX competitors and assessment
Company assessmentBroad incumbents
- Carlsberg A/S: Global brewing group and DrinxSjøbeck's flagship A-partner. While primarily a supplier, Carlsberg's own on-trade initiatives and broad beverage portfolio make it an incumbent whose strategy directly shapes the Danish wholesale landscape.
- HOFF ApS: Danish brewery and beverage producer selling into the same on-trade and retail channels as DrinxSjøbeck. A domestic incumbent in the Danish beverage market with overlapping customer relationships.
- Breakthru Beverage Group: North American beverage alcohol wholesaler with a multi-product, multi-supplier distribution model analogous to DrinxSjøbeck's. A larger incumbent demonstrating how multi-category on-trade distribution scales and where technology investments are made.
- Southern Glazer's Wine and Spirits: Largest beverage alcohol distributor in the US. Operates the same B2B wholesale model at significantly greater scale and serves as a useful benchmark for the economics and growth levers of multi-category on-trade distribution.
- Royal Unibrew A/S: Major Danish multi-beverage producer (beer, soft drinks, water) that both supplies and overlaps with DrinxSjøbeck at the on-trade customer interface. A broader incumbent operating across production, distribution, and branded beverage categories in Denmark.
Direct peers
- Arcus ASA: Norwegian wine and spirits group combining production, import, and distribution. Operates a B2B wholesale arm that mirrors DrinxSjøbeck's model of supplying on-trade and retail customers with a multi-brand portfolio.
- Galatea AB: Swedish beverage wholesaler and distributor serving the on-trade channel with a comparable one-stop-shop model. Closest geographic peer with similar customer base of bars, restaurants, and retailers in the Nordic region.
- Anora Oyj: Nordic wine and spirits producer-distributor formed from the merger of Altia and Arcus. Operates a similar B2B beverage distribution model across the Nordics and competes for on-trade and retail beverage customers with overlapping brand portfolios.
Others
- Diageo plc: World's largest spirits company and a major brand supplier to the Danish on-trade channel. Relevant as a strategic counterparty whose distribution decisions directly affect DrinxSjøbeck's assortment and margin structure.
- Pernod Ricard SA: Global spirits major whose brands flow through DrinxSjøbeck's distribution. Not a direct distributor competitor, but a key supplier whose go-to-market choices shape DrinxSjøbeck's portfolio and pricing power.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
DRINX social profiles
Digital presenceDRINX compliance and trust
Trust signalCompliance2 records
DRINX financial estimates
Financial estimateRevenue estimate
Valuation estimate
DRINX leadership team
Management profileNumber of profiles
Profiles4 records
DRINX funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DRINX M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DRINX
What does DRINX do?
DRINX (DrinxSjøbeck ApS) is a Danish B2B beverage wholesaler and hospitality solutions provider selling 18,000+ SKUs of spirits, beer, wine, water, tobacco, bar equipment and ancillary supplies to bars, restaurants, cafés, ship provisioning, retail and specialty retail customers across Denmark. The offering combines product distribution with proprietary service modules (DrinxSystem for 24/7 dispensing equipment service, TAP Collection for keg-based beverages, Tobacco-ID compliance, and One-stop-shopping consolidated procurement) delivered via an own fleet of 27 vehicles and a sales force with dedicated per-customer consultants.
Is DRINX a public or private company?
DRINX is a private company. It is classified as unknown and is currently operating.
When was DRINX founded?
DRINX was founded in 2015. It employs 11 to 50 people.
Where is DRINX based?
DRINX is headquartered in Frederikshavn, Denmark, in the Europe region.
How does DRINX make money?
Two revenue lines are on record. B2B Product Sales are the primary driver. The others are drinxSystem Service.
Who are DRINX's main competitors?
Broad incumbents on record are Carlsberg A/S, HOFF ApS, Breakthru Beverage Group, Southern Glazer's Wine and Spirits and Royal Unibrew A/S. Direct peers are Arcus ASA, Galatea AB and Anora Oyj. Others are Diageo plc and Pernod Ricard SA.
Does DRINX have an API?
No public API is recorded for DRINX.