DRINX

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.

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

Headquarters

HQ city

Frederikshavn

HQ country

Denmark

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

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

• Den Danske Billard Union (DDBU)coreGTM or Marketing Partner · 17 June 2025DrinxSjøbeck 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)flagshipOthers · 1 January 2024Drinx 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 GroupflagshipStrategic or Co-development Partner · 12 December 2023Many-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)minorOthers · 1 August 2023Drinx acquired approximately 200 customers from Bar Engros in Tilst near Aarhus. Marked beginning of strategic collaboration between the two companies.
• Carlsberg DanmarkflagshipStrategic or Co-development PartnerNew 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 & SommerfeldtcoreStrategic or Co-development PartnerPartnership 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.
• MikkellerminorChannel Partner/ Reseller/ DistributorDrinx and Kjær & Sommerfeldt helping Danish beer producer Mikkeller reach broader on-trade audience with their craft beer products.
• Herslev BryghusminorChannel Partner/ Reseller/ DistributorStrategic partner with organic microbrewery Herslev Bryghus to bring their products to cafés, bars and restaurants through Drinx distribution.
• Fur BryghusminorChannel Partner/ Reseller/ DistributorJutland specialty brewery partnership with Fur Bryghus ensuring their beer reaches more Danish on-trade customers through Drinx and Kjær & Sommerfeldt.
• Bryggeriet SkandsminorChannel Partner/ Reseller/ DistributorStrategic collaboration with Skands brewery for sales and distribution of organic specialty beers to bars, restaurants and hotels.
• STATE DrinksminorChannel Partner/ Reseller/ DistributorSTATE Drinks collaborating with Drinx and Kjær & Sommerfeldt to bring their products to cafés, restaurants, bars and canteens nationwide.
• Real DrinksminorChannel Partner/ Reseller/ DistributorExpanded 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 MosteriminorChannel Partner/ Reseller/ DistributorStrategic collaboration based on shared values and high ambition levels, both working intensively with sustainability.
• Andersen Partners AdvokatpartnerselskabminorImplementation/ SI/ Consulting PartnerExternal partner handling whistleblower report management for DrinxSjøbeck's whistleblower scheme.
• Hendrick's GinminorGTM or Marketing PartnerBrand events including Hendrick's Cucumber Day celebrations and Hendrick's Expressen train experiences promoting gin products.
• Råt&GodtminorStrategic or Co-development PartnerSocial 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

Broad 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

• Facebookfacebook.com/drinxdk
• LinkedInlinkedin.com/company/drinx-aps

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 DRINX