Live Brands Factory AB

What Live Brands Factory AB does

Live Brands Factory AB is a privately held Swedish company incorporated in Stockholm (Aktiebolag) that operates as a product and business development house for branded alcoholic beverages and food products. It conceives, develops, and commercializes co-branded spirits, wines, beers, and BBQ products in collaboration with globally recognized rock and metal artists, functioning as a strategic partner to those brands rather than as a manufacturer or retailer. The product portfolio includes craft gins (In Flames, Sabaton, Sweden Rock), single malt whiskies (Sweden Rock 26 with High Coast Distillery, Amon Amarth Ironside, Motörhead 50th Anniversary Highland), bourbon (Hammerfall Renegade), dark rum (Iron Maiden The Rum of the Ancient Mariner, Motörhead Heritage Cask), cabernet sauvignon (Motörhead with Casa Ermelinda Freitas), anise spirit (Pastis Nordique), and food lines (Iron Maiden The Troopers BBQ), with limited-edition SKUs typically sized 1,500–3,600 bottles and a standalone brand line (Marshall London Dry Gin, currently sold out).

The company makes money primarily through one-time licensing arrangements and margin on physical product sales to retail partners, with premium per-unit pricing ranging from SEK 129 (200ml Pastis Nordique) to SEK 1,500 (700ml Motörhead 50th Anniversary Highland Single Malt). Distribution is concentrated through the Swedish alcohol monopoly Systembolaget and the Norwegian Vinmonopolet for domestic alcoholic beverages; internationally it sells through Amazon in Germany and UK plus specialty retailers such as Rum & Co and Rumpiraten.de, while food products reach Swedish grocery chains Ica, Coop, Eko, and Maximat. The Iron Maiden Trooper beer line — launched via a separate brewing partner — has reportedly sold over 40 million pints across 68 countries, illustrating the scale ceiling of the underlying artist brand licensing model even where Live Brands Factory is not the direct beer manufacturer.

The technology core is brand licensing orchestration paired with distillery procurement and regulatory compliance across multi-jurisdiction alcohol markets, with no disclosed proprietary software, AI, app, or platform layer. Marketing is concentrated on artist fan-channel activation, an 'Inner Circle' email newsletter, organic social (Facebook, Instagram), and earned media via MyNewsdesk. The company is privately owned and self-funded — no venture, growth-equity, or public-market capital events are on record — and operates as a focused niche operator in the global premium artist-branded alcohol segment.

Name

Live Brands Factory AB

Legal name

Live Brands Factory AB

Website

https://livebrandsfactory.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Live Brands Factory AB is a privately held Stockholm-based product and business development company that creates premium, limited-edition alcoholic beverages and food products co-branded with globally recognized rock and metal artists, selling primarily through the Systembolaget and Vinmonopolet monopolies and Amazon in Europe.

Ownership category

akta.pro rank

Product category

Branded Alcoholic Beverages

NAICS

Beverage Manufacturing (3121)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Alcoholic Beverage Brand Owners & Holding Companies (Multi-category Portfolios) (CRADAIAL)

akta.pro secondary industry

Alcoholic Beverage Contract Manufacturing / Co-packing (Brew, Distill, Bottle, Can) (CRADAIAI)

Keywords

• Branded alcoholic beverages
• Music artist licensing
• Premium spirits distribution
• Craft gin whisky rum
• Co-branded consumer products

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Alcoholic Beverage Sales: Direct sales of co-branded spirits, wines, and beers through retail partners and e-commerce platforms. Products include limited-edition releases with artist partnerships such as Iron Maiden, Motörhead, Sabaton, In Flames, Amon Amarth, Hammerfall, Sweden Rock, Thin Lizzy, and Marshall.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Live Brands Factory AB develops and sells premium alcoholic beverages and BBQ food products under licensing partnerships with world-famous rock and metal artists and festivals. Its portfolio spans craft gins, single malt whiskies, dark rums, bourbon, wines, anise spirits, and BBQ sauces sold under brands co-branded with Iron Maiden, Motörhead, Sabaton, In Flames, Amon Amarth, Hammerfall, Sweden Rock, Thin Lizzy, and Marshall.

Product overview

Live Brands Factory AB is a Swedish food and beverage development company that creates branded alcoholic beverages and BBQ products in partnership with well-established brands and world-leading music artists. The company operates as a strategic partner rather than a supplier, creating products that represent artists and brands as part of the overall experience. The product portfolio includes craft spirits (gins, whiskies, rums, bourbons, wines, anise spirits) under artist/music brand licenses including In Flames, Sweden Rock, Sabaton, Iron Maiden, Motörhead, Hammerfall, Amon Amarth, Marshall, and Thin Lizzy, as well as BBQ sauces and seasonings under the Iron Maiden Troopers brand. Products are primarily distributed through Systembolaget in Sweden and Amazon across European markets.

Differentiator

Problem solved

Functional benefit

Products and services

• In Flames Craft Distilled Gin Swedish craft gin infused with ten different pepper varieties, featuring juniper, chili, coriander, pepper, and citrus peel, co-branded with Swedish metal band In Flames. Targeted at In Flames fans and gin enthusiasts.
• Sweden Rock Handcrafted Gin Swedish distilled gin with grapefruit, coriander seed, and lemon zest notes, designed as a base for Gin & Tonic or to enjoy neat. Sold at 399 SEK per 700ml bottle.
• Sweden Rock 26 High Coast Single Malt Whisky Nine-year-old peated Swedish single malt whisky aged in bourbon casks and finished in Oloroso and Pedro Ximénez sherry casks; limited to 3,600 bottles at 850 SEK per 700ml. Co-branded with Sweden Rock Festival and produced by High Coast Distillery.
• Sweden Rock Spirits Premium Dark Rum Premium dark rum as part of the Sweden Rock Spirits product line, co-branded with Sweden Rock Festival and sold via Systembolaget.
• Sweden Rock Feel The Beet Rum-inspired liqueur crafted from molasses from Sweden's only sugar refinery in Skåne, featuring natural buttery toffee and vanilla flavors at 32% ABV. Co-branded with Sweden Rock.
• Sabaton Legendary Gin Classic dry gin layered with citrus and berry notes balanced by juniper and spruce shoots, evoking Swedish woods. Co-branded with Sabaton and produced by Tevsjö Distillery. Priced at 349 SEK per 500ml bottle.
• Iron Maiden The Rum of the Ancient Mariner Premium Caribbean dark rum blend from Jamaica and Barbados, matured using the traditional Petites Eaux technique, with notes of muscovado sugar, dark chocolate, vanilla, and soft oak at 40% ABV. Co-branded with Iron Maiden; label artwork by Dan Mumford. Priced at 399 SEK per 700ml bottle.
• Iron Maiden The Troopers BBQ BBQ sauce and spice line co-branded with Iron Maiden, including BBQ Classic Original, BBQ Habanero, BBQ Hamburger Dressing, and seasoning blends. Distributed through Swedish grocery chains Ica, Coop, Eko, and Maximat.
• Amon Amarth Ironside Single Malt Whisky Limited-edition Swedish single malt whisky with flavors of orange brittle, tropical fruits, mango, mandarin, peach, pineapple, honey, and distinct smokiness. Second batch release co-branded with Amon Amarth.
• Hammerfall Renegade Kentucky Bourbon Whiskey Kentucky Straight Bourbon Whiskey with at least 51% corn in the mash bill, aged a minimum of two years in new charred American oak barrels. Limited to 2,600 individually numbered bottles at 449 SEK per 700ml. Co-branded with Hammerfall.
• Motörhead Born to Lose, Live to Win Cabernet Sauvignon Bold and expressive Cabernet Sauvignon red wine from Península de Setúbal, Portugal, with dark, intense flavors of blackberry, plum, and subtle smokiness. Produced with Casa Ermelinda Freitas and awarded Gold Medal at the Gilbert & Gaillard International Wine Challenge 2025.
• Motörhead 50th Anniversary Highland Single Malt Scotch Whisky 12-year-old heavily peated Highland Single Malt Scotch Whisky bottled at natural cask strength (58%), with notes of smoke, oak, spice, and hints of sweetness. Limited to 1,500 numbered bottles at 1,500 SEK per 700ml. Co-branded with Motörhead for their 50th anniversary.
• Motörhead 50th Anniversary Heritage Cask Dark Rum Caribbean dark rum with a touch of Jamaican rum, aged in American oak barrels; features notes of dark chocolate, roasted coffee, burnt sugar, vanilla, and smoky spice. Limited to 1,500 numbered bottles. Co-branded with Motörhead for their 50th anniversary.
• Marshall London Dry Gin London Dry Gin under the Marshall brand; currently listed as sold out on the Live Brands Factory website.
• Thin Lizzy Irish Whiskey Irish whiskey branded under the Thin Lizzy rock band name, marketed to Thin Lizzy fans.
• Pastis Nordique Nordic interpretation of the French classic pastis — crystal clear, balanced in sweetness with distinct anise taste complemented by subtle Nordic herb tones. Developed with Skånska Spritfabriken and priced at 129 SEK per 200ml bottle.

Quantifiable outcome

• Iron Maiden Trooper beer sold over 42 million pints across 68 countries
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Tevsjö DistillerycoreStrategic or Co-development Partner · 5 November 2025Swedish distillery partnered with Sabaton and Live Brands Factory to produce Sabaton Legendary Gin. Tevsjö Distillery is described as the producer of this premium handcrafted gin, working closely with the band to develop a spirit worthy of Sabaton's fans and gin connoisseurs.
• High Coast Distillery ABcoreStrategic or Co-development Partner · 25 March 2025Award-winning Swedish single malt whisky producer collaborating with Sweden Rock Festival since 2015. Produced the Sweden Rock 26 High Coast Single Malt - a nine-year-old peated whisky aged in bourbon casks and finished in oloroso and Pedro Ximénez sherry casks. Limited to 3,600 bottles.
• Skånska SpritfabrikencoreStrategic or Co-development PartnerModern distillery grounded in Scanian terroir and Swedish beverage tradition. Master Blender Jan Rothman created Pastis Nordique as a Nordic interpretation of the French classic. Also produces Sweden Rock Feel the Beet liqueur using molasses from Sweden's only sugar refinery at Örtofta.
• Casa Ermelinda FreitascoreStrategic or Co-development PartnerFamily-owned Portuguese winery with over 100 years of history in the Península de Setúbal region, internationally renowned for award-winning wines. Collaborated with Motörhead to produce Born to Lose, Live to Win Cabernet Sauvignon - a bold red wine made for the grilling season.
• Dan MumfordminorStrategic or Co-development PartnerLong-time Iron Maiden collaborator who designed the label artwork for The Rum of the Ancient Mariner. Created a visual journey filled with intricate details echoing the band's lyrics and Samuel Taylor Coleridge's 1798 poem.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Maverick Drinks: UK-based craft spirits brand-owner and distributor curating a portfolio of premium and unusual gins, whiskies and rums. Comparable in operating as a brand curator/distributor rather than a mass producer, though primarily UK-focused rather than Nordic.

Broad incumbents

• BrewDog: Large craft brewer with deep roots in rock/punk culture and a brand-led, fan-engagement-driven marketing playbook. Comparable in leveraging lifestyle/music culture to sell alcoholic beverages globally, though at much larger scale.
• Diageo Special Releases: Global spirits giant with limited-edition, premium and collectible bottlings across multiple categories — analogous scarcity/premium strategy applied to a much broader, mass-market-distributed portfolio.
• Sailor Jerry (Bacardi-owned): Lifestyle/counterculture-inspired spiced rum owned by Bacardi, comparable in targeting a non-mainstream, identity-driven consumer with brand storytelling — broader incumbent operating at much larger scale.

Direct peers

• Robinsons Brewery: UK family brewer that produces the Iron Maiden Trooper beer — the closest direct comparable to Live Brands Factory because it is the actual producer/distributor of the anchor company's most prominent co-branded alcoholic product (Iron Maiden). Demonstrates the same artist-licensing model in the beer category.
• Warburn Estate (AC/DC Wines): Australian winery that produces AC/DC-branded wine ranges — a direct competitor in the rock-band-branded alcoholic beverage space, with similar artist-IP-licensing model and global retail distribution.
• KISS Premium Beverages (Music Industry Wine Co): Producer of KISS-branded wines and spirits leveraging a globally iconic rock band's brand — directly comparable business model of licensing a legendary rock act's IP for premium alcohol SKUs.
• Sweet Amber / Blackened Recordings (Metallica spirits): Brand-owner of Metallica's Blackened American Whiskey, with similar metal-act-licensed premium spirits positioning, limited releases and fan-targeted marketing. Direct peer in the heavy-metal-branded spirits niche.

Others

• Warner Chappell Music (Brand Partnerships): Music publishing arm that licenses songwriter and recording IP for merchandise and brand collaborations — an enabler/competitor on the supply side of artist IP that LBF depends on for partnerships.
• House of Suntory / Beam Suntory artist collaborations: Major global spirits group that periodically partners with musicians and cultural figures for limited-edition bottlings — adjacent incumbent operating both as producer and licensor in artist-branded spirits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/livebrandsfactory
• Instagraminstagram.com/live_brands_factory
• LinkedInlinkedin.com/company/livebrandsfactory

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Live Brands Factory AB