Haage vesi

What Haage vesi does

Haage vesi, operating through its legal entity Haage Joogid OÜ (Estonian private limited company, registry code 12281458, registered in Tallinn), manufactures and sells natural mineral water and non-alcoholic beverages sourced exclusively from deep underground sources in Southern Estonia. The portfolio centers on two product lines: the core Haage brand (still and sparkling natural mineral water, sourced from Silurian Ordovician geological layers and bottled directly from source without additives), and the Haanja sub-brand (a higher-mineral-content premium variant from a 542m glacial water deposit in the Haanja Upland of Võrumaa, with TDS of 623-762 mg/l and a slightly salty taste profile). A newer Haage extra carbonated cocktail water line was launched in November 2024 for the mixology occasion. Products are sold in plastic and glass bottles in sizes from 0.2l to 1.0l.

The business operates with 11-50 employees across a registered office in Tallinn (Pärnu mnt 238), a production facility in Haage village, Tartu County (Veemeistri tee 7), and the Haanja water source site. The company runs a direct-to-consumer e-commerce store at haage.ee (with an English-language variant) and supplies Estonian restaurants, fine-dining establishments, bars, and the hospitality sector via direct B2B relationships. The company is endorsed by the Estonian Chefs Association and Estonian Sommeliers Association, and reports that its water is valued by the President of Estonia.

Revenue derives primarily from mineral water product sales (DTC e-commerce and B2B hospitality supply) with a supplementary merchandise stream (branded T-shirts, caps, tote bags). Pricing is per-unit in euros, with multi-pack SKUs ranging roughly €6-€21 and merchandise €14-€38; free delivery thresholds are €80 on the Estonian site and €45 on the English site, with a €0.10 deposit per bottle. Payments are processed via Montonio Finance OÜ supporting Baltic-region bank links. All sales and shipments are currently limited to Estonia.

Name

Haage vesi

Legal name

Haage Joogid OÜ

Website

https://haage.ee

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Haage vesi (Haage Joogid OÜ) is an Estonian natural mineral water producer that bottles and sells Haage and Haanja brand waters, sourced from deep Southern Estonian geological layers, to Estonian consumers via e-commerce and to local restaurants and fine-dining venues via direct B2B supply.

Ownership category

akta.pro rank

Product category

Bottled Mineral Water

akta.pro primary industry

Mineral Water Bottling (Naturally Mineral) (AFAFACAB)

Keywords

• Natural mineral water
• Bottled mineral water
• Premium mineral water
• Non-alcoholic beverages
• Water bottling

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Mineral Water Product Sales: Direct-to-consumer sales of natural mineral water products (Haage and Haanja brands) through e-commerce website and retail channels. Products available in various sizes (0.2l to 1l) and packaging (plastic and glass bottles), both still and sparkling varieties.
2. Merchandise Sales: Sale of branded merchandise including t-shirts, caps, and tote bags.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Haage vesi manufactures and sells natural mineral water sourced from the Silurian Ordovician geological layers of Southern Estonia under two distinct brand lines: Haage (standard still and sparkling mineral water) and Haanja (premium high-mineral water from a 542m deep glacial deposit). Products are sold in glass and plastic bottles (0.2l to 1.0l) directly to consumers via the company's haage.ee e-commerce storefront and directly to Estonian restaurants, bars, and fine-dining venues through B2B supply relationships. The portfolio is supplemented by branded merchandise (t-shirts, caps, tote bags).

Product overview

Haage vesi is an Estonian natural mineral water company offering a portfolio of mineral water products under two brands: Haage (standard) and Haanja (premium high-mineral). The core Haage line includes both sparkling and still natural mineral water in glass and plastic bottles ranging from 0.2l to 1.0l, sourced from Southern Estonia's underground Silurian Ordovician geological layers. The Haanja sub-brand provides a higher-mineral-content alternative sourced from 542m depth in the Haanja Upland. A newer addition is the Haage extra carbonated cocktail water line launched in November 2024, designed specifically for cocktail preparation. All products are distributed through the company's e-commerce store with delivery across Estonia. The company also sells branded merchandise (T-shirts, caps, bags) as supplementary products.

Differentiator

Problem solved

Functional benefit

Brands

• Haanja: Higher mineral content sparkling natural mineral water sourced from 542m deep glacial water deposit in Haanja Upland, Võrumaa. Features slightly salty taste with rich natural minerals and microelements.
• Haage Ekstra Karboniseeritud Kokteilivesi

Products and services

• Haage natural mineral water Natural mineral water sourced from deep underground sources in Southern Estonia, available in both sparkling and still varieties. Has a balanced mineral composition including calcium (77–89 mg/l), magnesium (25–28 mg/l), and bicarbonate (386–426 mg/l), with a neutral pH of 7.0–7.6. Distributed in glass and plastic bottles across multiple size formats (0.2l to 1.0l) to individual consumers and to restaurants and hospitality venues.
• Haanja mineral water Premium mineral water sub-brand sourced from a 542-metre deep glacial water deposit in the Haanja Upland region of Võrumaa. Features significantly higher mineral content (623–762 mg/l total dissolved solids) with a slightly salty taste, containing abundant natural minerals and microelements. Positioned to help restore vitality after physical exertion and support metabolic processes.
• Haage extra carbonated cocktail water Extra-strong carbonated mineral water specifically developed as a cocktail companion. Provides intense carbonation that highlights freshness and balance, designed for extending cocktails with a pleasant bubbly mouthfeel. Available in 0.5l and 1.0l plastic bottles.
• Haage branded merchandise Branded merchandise including a Haage unisex T-shirt (€34.00), Haage cap (€38.00), and Haage carrying bag (€14.40, discounted from €18.00). Sold as supplementary products to consumers through the e-commerce storefront.

Named customers2 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

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Montonio Finance OÜcoreTechnology or IntegrationPayment processing partner handling all online transactions. Provides secure payment gateway for Estonian, Finnish, Latvian, and Lithuanian bank links as well as Visa/Mastercard payments. Ensures PCI-compliant transaction processing.
• Eesti Peakokkade Ühenduse (Estonian Chefs Association)minorGTM or Marketing PartnerAssociation of Estonian professional chefs. Haage is a member/partner, lending credibility for restaurant and hospitality sector sales.
• Eesti Sommeljeede Assotsiatsioon (Estonian Sommeliers Association)minorGTM or Marketing PartnerAssociation of Estonian sommeliers. Haage water is valued by sommeliers for food and wine pairing, lending credibility in fine dining sector.
• zone.eecoreTechnology or IntegrationWeb hosting provider. Personal data is stored on zone.ee servers located in EU/EEA territory.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Evian: Evian is a globally distributed premium natural mineral water brand with both DTC e-commerce and broad HoReCa distribution. Comparable to Haage as a premium natural mineral water with a strong source/heritage narrative, but at vastly larger scale.
• FIJI Water: FIJI Water is a globally recognized premium bottled water sold on the strength of its source and purity story. It is comparable to Haage as a source-led premium water brand, though at far greater scale with global retail and hospitality distribution.
• Perrier: Perrier is a globally distributed premium sparkling natural mineral water with strong HoReCa presence. It competes with Haage for the same fine-dining water-pairing occasion but at substantially larger scale and brand recognition.
• Gerolsteiner: Gerolsteiner is one of Europe's largest natural mineral water brands, known for high-mineral-content sparkling water and strong HoReCa presence in German-speaking markets. It is comparable to Haage/Haanja in mineral-content-led positioning, but at vastly larger scale and broader geographic reach.
• San Pellegrino: San Pellegrino is the global benchmark for premium sparkling mineral water in fine dining, with deep HoReCa penetration worldwide. It is comparable to Haage as a sparkling mineral water favored in restaurants, though it operates at a vastly larger scale with global distribution.

Regional players

• Iskilde: Iskilde is a Danish premium natural mineral water brand with a strong source/geology story and HoReCa focus in the Nordics. It is comparable to Haage as a smaller, source-differentiated regional premium water competing against global incumbents.
• Isbre: Isbre is a Norwegian glacier-sourced bottled water brand marketed on the purity and provenance of its source. The 'unique source geology + premium positioning' narrative parallels Haage's Silurian Ordovician / Haanja glacial deposit story.

Direct peers

• Voss Water: Voss is a Norwegian premium still and sparkling water brand with a similarly distinctive bottle design and HoReCa + DTC distribution model. It is the closest international analog to Haage's premium, design-led, source-story positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xfacebook.com/haagevesi
• YouTubeyoutube.com/channel/UC0p_IwZMZxb94FSnZdnYUjQ
• Facebookfacebook.com/haagevesi
• Instagraminstagram.com/haage
• LinkedInlinkedin.com/company/haage-joogid

Revenue estimate

Valuation estimate

Number of profiles

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 Haage vesi