Hiisi

What Hiisi does

Hiisi is a Finnish craft brewery founded in 2013 and headquartered in Jyväskylä, Finland, operating as a privately held company through two legal entities: Panimoyhtiö Hiisi Oy (brewery) and Ravintolayhtiö Hiisi Oy (taproom and restaurant). The company produces a broad portfolio of craft beers, ciders, and lemonades, all named and themed around Finnish mythology (e.g., Iku-Turso, Ikiiurso, Raivoava Rakki, Lempo, Ohto, Väki, Otus, Nuri, Lotko, Hölli, Horna, Gosebump, Homunculus Lupus, Noppa, Sourma, Goat Apple, LOISKU). Its brewing program relies on proprietary in-house lactobacillus cultures, Brettanomyces claussenii blends, and a Bourbon barrel aging program for premium stouts and sours, deliberately operating outside the German Reinheitsgebot tradition. The flagship Ikiiurso Bourbon Barrel Aged Imperial Stout has won the Finnish Stout Championship four consecutive years (2018-2021) and received a 5-star rating in the Helsingin Sanomat HS-Test in 2022.

The company's business model is multi-channel and primarily domestic to Finland. Revenue is generated through (i) direct-to-consumer sales at its owned Taproom & Bottleshop in Jyväskylä (offering lunch at €15/person, à la carte dining, and bottle sales), (ii) an online webshop selling beer, cider, lemonade, gift cards, and themed merchandise, (iii) retail distribution through the Finnish state alcohol monopoly Alko for products above 5.5% ABV, (iv) direct supply to restaurant and bar accounts across approximately ten Finnish cities, and (v) wholesale distribution through six named distributors (Meira Nova, Kespro, Aimo, PM-Juomatukku, Metro-Tukku, A-Tukku). Bottle retail prices range from €3.79 to €5.99 per unit.

Hiisi serves two principal customer segments: Finnish craft beer enthusiasts purchasing through retail and direct channels, and the restaurant/bar on-premise channel seeking differentiated craft offerings. Marketing is conducted through Instagram, Facebook, Twitter, an email newsletter, and event-based presence at the Nummirock music festival. The company employs 1-10 people, has no disclosed revenue, has not raised external funding, and has no export operations; its geographic footprint is single-country domestic Finland. Recent strategic activity has focused on product portfolio extension into cider (Goat Apple, 2025) and non-alcoholic lemonade (LOISKU, 2024-2025), alongside ongoing barrel-aged stout releases.

Name

Hiisi

Legal name

Panimoyhtiö Hiisi Oy

Website

https://hiisi.beer

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Hiisi is a Finnish craft brewery based in Jyväskylä that produces mythology-themed craft beers, ciders, and lemonades, and sells them through its own taproom, an online webshop, the Alko retail monopoly, and restaurant and wholesale channels across Finland.

Ownership category

akta.pro rank

Product category

Craft Beer Brewing

NAICS

Breweries (31212)

SIC

Malt Beverages (2082)

akta.pro primary industry

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

akta.pro secondary industry

Brewpubs & Taprooms (On-site Beer Service) (THAFALAA)

Keywords

• Craft brewery
• Barrel-aged stouts
• Sour ales
• Specialty beers
• Taproom restaurant

Headquarters

HQ city

Jyväskylä

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Beer & Merchandise Sales (Taproom & Webshop): The taproom serves as both a restaurant (lunch and à la carte dining) and a bottleshop. The online webshop sells beer, cider, lemonade, merchandise (t-shirts, canvas bags), and gift cards directly to consumers. This is a one-time transaction model for product sales with some recurring gift card revenue.
2. Alko Retail Distribution: Hiisi beers are sold through the Finnish state alcohol retail monopoly Alko, across stores nationwide.
3. Restaurant & Bar On-Premise Sales: Direct supply to restaurants and bars throughout Finland, including accounts in Jyväskylä, Helsinki, Tampere, Turku, Oulu, Vaasa, Espoo, Hyvinkää, Järvenpää, Ruka, and Pyhä. Generates revenue through wholesale supply to hospitality venues.
4. Wholesale Distribution: Distribution through Finnish wholesalers including Meira Nova, Kespro, Aimo (Valio Aimo), PM-Juomatukku, Metro-Tukku, and A-Tukku, reaching additional retail and hospitality outlets.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Hiisi is a craft brewery that produces a diverse portfolio of specialty beers (Imperial Stouts, Sour Ales, IPAs, Pale Ales, Lagers, Pilsners, and Wheat Beers), Finnish apple cider (Goat Apple), and lemonades (LOISKU), all themed around Finnish mythology. The company operates its own Taproom & Bottleshop restaurant in Jyväskylä offering lunch and à la carte dining, and distributes beers through Alko, restaurants, grocery chains, and wholesale distributors across Finland.

Product overview

Hiisi is a Finnish craft brewery based in Jyväskylä offering a diverse portfolio of specialty beers, ciders, and lemonades alongside merchandise items. The core beer portfolio includes Imperial Stouts (Iku-Turso, Ikiiurso, Noppa), Sour Ales (Itse, Itse BA, Lempo, Gosebump, Horna), IPAs (Raivoava Rakki, Humulus Lupus, Homunculus Lupus, Nuri, Otus), Pale Ales (Inki, Hölli), Lagers (Ohto), Pilsners (Väki), and Wheat Beers (Lotko). The non-beer offerings include Goat Apple cider made with 100% Finnish apples, and two LOISKU lemonades (Apple & Sea Salt, Citrus & Black Pepper). Merchandise includes canvas bags, gift cards, and themed t-shirts. The company also operates a Taproom & Bottleshop restaurant in Jyväskylä with lunch and à la carte dining services.

Differentiator

Problem solved

Functional benefit

Brands

• Goat Apple: Real Finnish Apple Cider brand made with 100% local Finnish apples, featuring wild yeast fermentation. Has its own website and Instagram presence.

Products and services

• Iku-Turso Imperial Stout Imperial Stout with assertive yet gentle hopping, mighty roasty character, and rich velvety malts. Named Best Stout in Finland 2018, 2019, 2020 & 2021. Available through Alko and the webshop for craft beer consumers in Finland.
• Ikiiurso Bourbon Barrel Aged Imperial Stout Bourbon Barrel Aged Imperial Stout - Four-time Finnish Champion and Best Stout in Finland 2018, 2019, 2020 & 2021; HS-Test Winner 5⭐/5 in 2022. Sold through Alko, webshop, and Taproom.
• Lempo White Grape Sour White Grape Sour - refreshing, fruity and slightly foresty sour ale with yuzu, white wine grapes, and lactic acid character. Available through the webshop and retail channels.
• Ohto Dark Lager Dark Lager featuring dark and roasty maltiness, generous hop bitterness, and a rugged character. Contains lemon. Sold through webshop and retail channels.
• Väki Forestfinnish Pils Forestfinnish Pils - a pilsner-style beer that lingers and remembers. Sold through webshop and retail channels.
• Inki Ginger Pale Ale Ginger Pale Ale with warming ginger notes, fruity hop character, and moderate bitterness. Sold through webshop and retail channels.
• Raivoava Rakki Forestfinnish IPA Forestfinnish IPA built on sturdy malts with continuous hop additions, featuring full malty body and matching bitterness. Sold through webshop and retail channels.
• Itse Gooseberry Sour Ale Gooseberry Sour Ale - a milestone beer soured with house-lacto, fermented with saison yeast and brettanomyces claussenii blend, infused with gooseberry. Sold through webshop and retail channels.
• Itse BA Barrel Aged Gooseberry Sour Ale Barrel Aged Gooseberry Sour Ale - a barrel-aged version of Itse featuring extended aging in barrels. Sold through webshop and retail channels.
• Gosebump Raspberry & Passionfruit Gose Raspberry & Passionfruit Gose - a sour, salty beer with raspberry and passion fruit, brewed in collaboration with One Pint Pub and Pien. Sold through webshop and retail channels.
• Horna Flanders Red Ale Flanders Red Ale - a complex sour ale with fruity and malty character. Sold through webshop and retail channels.
• Humulus Lupus Double IPA Double IPA steeped in obscene amount of New World hops, featuring strong cheese and BBQ pairing. Sold through webshop and retail channels.
• Hölli Juicy Pale Ale Juicy Pale Ale - a tribute to inky collaborations with fruity and hazy character. Sold through webshop and retail channels.
• Homunculus Lupus Imperial IPA Imperial IPA - extremely fruity with hop-forward character and moderate bitterness. Sold through webshop and retail channels.
• Nuri Brut IPA Brut IPA - sparkly, aromatic, fruity and light with dry finish. Sold through webshop and retail channels.
• Otus Rye NEIPA Rye NEIPA - extremely fruity, cloudy and drinkable with tropical pineapple notes. Sold through webshop and retail channels.
• Lotko Wheat Beer Wheat Beer - a busy beaver-themed wheat beer, refreshing and easy-drinking. Sold through webshop and retail channels.
• Noppa Barrel Aged Imperial Stout Barrel Aged Imperial Stout with chocolate, coffee, rose water, cacao and vanilla notes, created by brewer Aleksi. Sold through webshop and retail channels.
• Sourma Barrel Aged Brettanomyces Cherry Sour Barrel Aged Brettanomyces Cherry Sour - commemorative beer released for Rytmihäiriö orchestra's 'Saatana on Herra' album 20-year anniversary. Sold through webshop and retail channels.
• Goat Apple Real Finnish Apple Cider Real Finnish Apple Cider made with 100% local Finnish apples, wild yeast fermentation, 100% real and dry. Operates under the Goat Apple sub-brand. Sold through webshop and retail channels.
• LOISKU Apple & Sea Salt Lemonade Lemonade featuring apple and sea salt combination, focused on letting go and relaxation. Sold through webshop and retail channels.
• LOISKU Citrus & Black Pepper Lemonade Lemonade featuring a rare and unusual citrus with black pepper combination. Sold through webshop and retail channels.
• Taproom & Bottleshop Restaurant Restaurant and bottle shop located in Jyväskylä offering lunch service and à la carte menu, with table booking available. Operates under Ravintolayhtiö Hiisi Oy.
• Canvas Bag merchandise Canvas tote bag with Hiisi branding, sold through the webshop at €20.00.
• Gift Card Customizable gift cards valid at HIISI Taproom & Bottleshop for 365 days.
• Iku-Turso T-Shirt merchandise T-shirt featuring the Iku-Turso design, one of the most liked classic shirts.
• Inki T-Shirt merchandise T-shirt featuring the Inki design, sold through the webshop.
• Lempo T-Shirt merchandise T-shirt featuring the Lempo design, sold through the webshop.
• Lotko T-Shirt merchandise Official Shirt of HIISI.BEER/FEST 2023 featuring the busy beaver design.
• Päivä T-Shirt merchandise T-shirt featuring the Päivä design, one of the newest shirts, sold at €35.00 through the webshop.

Quantifiable outcome

• Ikiiurso has been named Best Stout in Finland for four consecutive years (2018, 2019, 2020, 2021).
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• One Pint PubminorStrategic or Co-development PartnerCollaboration beer Gosebump (Raspberry & Passionfruit Gose) was brewed together with One Pint Pub and Pien. This is a co-development/collaborative brewing partnership producing a single collaborative beer.
• PienminorStrategic or Co-development PartnerCollaboration beer Gosebump (Raspberry & Passionfruit Gose) was brewed together with One Pint Pub and Pien. This is a co-development/collaborative brewing partnership producing a single collaborative beer.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Stallhagen: Åland-based craft brewery with a broad specialty portfolio (IPAs, stouts, lagers) distributed in Finland via Alko. Comparable craft positioning and channel mix, but operates from a different geography (Åland archipelago) and a longer-established brand.
• Nøgne Ø: Norwegian craft brewery with an experimental, style-diverse portfolio (IPAs, stouts, sours) comparable to Hiisi's brewing philosophy. Operates in a different Nordic market but is relevant as a regional craft reference point for aging programs and specialty positioning.

Broad incumbents

• Mikkeller: Danish-born craft brewery with a globally distributed experimental portfolio, collab-led brand universe, and significant merchandise and taproom operations. Closely comparable in brand-narrative and barrel-aged/sour brewing approach, but at a substantially larger scale and with international reach that Hiisi lacks.
• Hartwall: Major Finnish beverage company (Royal Unibrew) producing beer, cider, and soft drinks distributed through the same Alko, K-group, and S-group channels as Hiisi. Represents the broad-incumbent competitive ceiling in Finnish off-premise retail that Hiisi's craft positioning must navigate.
• Laitilan Brewery: One of Finland's larger independent breweries, owned by Olvi, with a broad specialty and craft-adjacent portfolio distributed through Alko and grocery. Comparable channel footprint, but operates at a meaningfully larger scale than Hiisi with mass-market positioning alongside craft SKUs.
• Sinebrychoff: Finland's largest brewery and part of the Carlsberg Group. Competes with Hiisi for Alko and grocery shelf space and on-premise accounts at the mass-market end, and sets the pricing and promotional baseline that Hiisi's specialty portfolio is positioned above.

Emerging players

• Sori Brewing: Estonian craft brewery with a strong Finnish on-premise presence (including Sori Taproom in Helsinki, listed as a Hiisi account). Overlaps with Hiisi in wild-fermented sours, barrel-aged programs, and experimental brewing approaches that sit outside the Reinheitsgebot.

Direct peers

• Bryggeri Helsinki: Helsinki craft brewery and brewpub, also an on-premise customer of Hiisi. Direct competitor in the Helsinki specialty tap and Alko channels with a similar experimental, style-diverse approach to brewing.
• Pien: Finnish craft brewery and a documented Hiisi collaboration partner (Gosebump raspberry & passionfruit gose). Closely matched scale, philosophy, and channel mix (Alko, restaurants, on-premise) in the Finnish craft market.
• Pyynikin Brewhouse: Tampere-based Finnish craft brewery with brewpub locations also listed as a Hiisi on-premise account. Closely comparable craft portfolio (IPAs, stouts, sours) targeting the same Finnish specialty consumer through the same Alko and restaurant channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/panimohiisi
• Facebookfacebook.com/hiisi.beer
• Instagraminstagram.com/hiisi.beer

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Hiisi