faxe

What faxe does

Faxe is a Danish brewery brand founded in 1901 by Nicoline and Conrad Nielsen in Faxe, Denmark, and currently operating as part of Royal Unibrew A/S, a publicly listed Danish beverage conglomerate on Nasdaq Copenhagen. The brand produces a portfolio of lager beers — Premium (crisp all-malt lager), 10% (extra feisty power lager), Zero (0.0% alcohol-free lager), Strong (feisty lager with a bite), Red (fresh and daring red beer), and Export (smooth aromatic lager) — together with the Faxe Kondi line of energy and soft drinks, and a small branded merchandise assortment (apparel, tote bags, hats) sold through faxemerch.com. There are no disclosed proprietary technology components; the offering is a packaged consumer goods line with no software, platform, or AI layer referenced in the source material.

The company generates revenue through three streams: beer and beverage sales via one-time packaged-goods purchases through Danish and international retail; wholesale/B2B distribution to wholesalers and retail partners stocking the brand; and merchandise sales via its own e-commerce storefront. Its two customer segments are general adult consumers purchasing for social, outdoor, sporting, and event occasions, and wholesale/retail partners requiring established brands with consumer pull. Geographic reach spans Denmark, Germany, Italy, Canada, Africa, and Eastern Europe, supported by country-specific regional websites. The company is headquartered at Faxe Allé 1, 4640 Faxe, Denmark, and celebrated its 125th anniversary in 2026; strategic and operational direction is set through the Royal Unibrew corporate governance structure.

Name

faxe

Legal name

Royal Unibrew A/S

Website

https://faxe.com

Company type

Private

Founded year

1901

Operating status

Operating

Short description

Faxe is a Danish brewery brand founded in 1901, operating under Royal Unibrew A/S. It produces lager beers, energy drinks, and merchandise for global consumers and wholesale distribution partners across Europe, Africa, and North America.

Ownership category

akta.pro rank

Headquarters

HQ city

Faxe

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Beer and Beverage Sales: Core revenue from brewing and selling beer products including Premium, 10%, Zero, Strong, Red, and Export variants. Also produces Faxe Kondi energy drinks and soft drinks.
2. Merchandise Sales: Sells branded merchandise including apparel and accessories through faxemerch.com online store.
3. Wholesale/B2B Distribution: Products distributed to wholesalers and partners who stock their beer.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Faxe is a Danish brewery brand that brews and sells a range of lager beers including Premium, 10%, Zero (alcohol-free), Strong, Red, and Export variants, alongside the Faxe Kondi energy drink line. The brand also sells branded merchandise such as apparel and accessories through its own e-commerce store faxemerch.com, with products distributed via Danish retailers and exported globally through wholesale partners.

Differentiator

Problem solved

Functional benefit

Products and services

• FAXE Premium Crisp all-malt lager aimed at adult consumers seeking a smooth, refreshing everyday beer for social occasions.
• FAXE 10% Extra feisty 10% ABV power lager targeting adult consumers seeking a high-alcohol, bold-tasting beer option.
• FAXE Zero Crisp 0.0% alcohol-free lager for adult consumers seeking the taste of FAXE without alcohol, suitable for varied occasions.
• FAXE Strong Feisty lager with a bite, targeted at adult consumers preferring a stronger but non-10% beer style.
• FAXE Red Fresh and daring red beer variant aimed at consumers seeking a different visual and flavor profile from standard lagers.
• FAXE Export Smooth aromatic lager developed for export markets and adult consumers across Faxe's international footprint.
• Blue Boost Faxe Kondi Energy Drink Zero-sugar, low-calorie Faxe Kondi energy drink variant with sports and citrus flavor profile, targeted at Danish adult consumers seeking a non-beer branded beverage.
• FAXE Branded Merchandise (bucket hats, t-shirts, tote bags) Apparel and accessory merchandise (bucket hats, t-shirts, tote bags) featuring FAXE's tattoo-style branding, sold direct-to-consumer via faxemerch.com to fans of the brand.

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

Two partnerships are on record, tiered minor and core.

• Uno-X MobilityminorGTM or Marketing Partner · 1 January 2026Faxe Kondi sponsors cyclist Torstein Træen who rides for Uno-X Mobility team. Rider wore yellow jersey during Tour de France held in Norway, providing brand visibility.
• Royal UnibrewcoreOthers · 1 January 1901Royal Unibrew A/S (formerly Bryggerigruppen A/S) acquired Faxe in 1901. Faxe operates as part of the Royal Unibrew group of companies. Headquartered at Faxe Allé 1, 4640 Faxe, Denmark. Royal Unibrew is a major Danish brewing company.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Red Bull: Global energy drink leader and the dominant incumbent that Faxe Kondi Blue Boost will compete against. Highly relevant peer for Faxe's energy drink category expansion strategy.

Direct peers

• Tuborg: Iconic Danish beer brand owned by Carlsberg with strong export focus, particularly in Asia, Eastern Europe, and emerging markets. Closely comparable to Faxe as a Danish heritage beer brand targeting international markets.
• Carlsberg: Danish-headquartered global brewer with extensive international footprint. Most directly comparable peer as a Danish beer heritage brand with multi-market export business and premium positioning.

Broad incumbents

• Heineken: World's second-largest brewer with broad portfolio spanning premium and mainstream lagers. Overlaps with Faxe in export markets and competes for similar consumer occasions.
• Anheuser-Busch InBev: World's largest brewer with hundreds of brands including Budweiser, Stella Artois, and Corona. Competes with Faxe in international beer markets and represents the global scale benchmark.
• Molson Coors Beverage Company: Multi-brand brewer with established presence in Europe and North America. Comparable as a broad-portfolio beer company operating across multiple geographies.
• Royal Unibrew: Parent company of Faxe and a major Nordic multi-beverage group. Comparable as the broader incumbent that owns and operates Faxe alongside other beer, soft drink, and energy brands.

Regional players

• Harboe Bryggerierne: Danish family-owned brewery with broad product portfolio including beers and soft drinks. Comparable as a smaller Danish brewer competing in the same domestic market.
• Efes Beverage Group: Major brewer based in Turkey with operations across CIS, Eastern Europe, and the Middle East. Comparable to Faxe as a regional brewer with strong export orientation in Eastern Europe and emerging markets.
• Olvi Oyj: Nordic multi-beverage company based in Finland operating across the Baltics and Belarus. Comparable as a smaller regional Nordic brewer with similar heritage positioning.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/faxebeer
• LinkedInlinkedin.com/company/ceres-spa

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 faxe