Anora Group Director, Global Travel Retail Bo Madsen discussed the company’s portfolio and sustainability focus with The Moodie Davitt Report Senior Reporter Ameesha Raizada during the TFWA World Exhibition in Cannes (30 September to 3 October).
In an exclusive interview, Madsen highlighted Anora’s role as a leading wine & spirits house in the Nordics, its strategy to expand beyond the region and the impact of changing consumer preferences toward more premium and craft products.
“We say that we’re bringing the Nordics to the world and the best of the world to the Nordics,” said Madsen. The group is working to expand its footprint internationally, promoting a homegrown spirits portfolio while adapting to global tastes and trends.
While the Nordics and Baltics remain Anora’s core markets, the company is targeting east and western Europe, as well as the Americas.
The company has opted for a collaborative strategy with domestic teams to create awareness and demand for its brands. Madsen said “we’re working very much hand-in-hand” to strengthen regional relevance in travel retail.
He also talked about the evolving consumer landscape: “There is a consumer shift towards more qualitative products, more ‘crafty’ products. For us, it’s very much about ingredients, quality and sustainability in our production methods – creating less volume but better quality.”
Engaging consumers meaningfully is at the heart of Anora’s travel retail strategy. Madsen remarked: “We try to integrate the consumer in new ways and also bring value through pricing.
“The channel has to give consumers an experience – the time that they spend in the channel travelling has to be valued. So we have to engage them, especially the younger consumer groups.”
Looking ahead, the company’s product development will focus on expanding its liqueur range and furthering sustainability efforts – a mission central to Anora’s DNA. ✈
