THE SPIRIT OF THE DANISH SPIRITS FACTORY
Spirit drinks are a product area of ”fast moving consumer goods”, where the right brand and image are essential for success. We are thorough in our development of flavour and taste and in designing the physical elements such as the shape of the bottle and labeling, as well as naming the product wisely.
Through innovative, creative thinking and by covering an unknown spot in the market, we are proud to say that with the popular Cuba Vodka series we are market leaders in the category ”Flavoured Vodka”.
Our aim is to keep our customers curious and at all times pleased using our products, and that we through qualified consumer insights will keep on developing products according to consumer demands. Our faith
in what we do and our market and consumer knowledge will – along with high standards in design – create the brands, which will give us the competitive advantage on the spirit drinks market.
But we do not rest on our laurels and new products are always under development. Our latest shot series Råstoff has been welcomed on a market for luxury shots. Flavoured shots of high quality and prepared for a mature pallet: salty caramel with real Danish Læsø Sea Salt, classic pure liquorice, ginger for a more distinguished taste and Strawberry-Rhubarb, which is an absolute bullseye of fruity taste and alcohol.
THE DANISH SPIRITS FACTORY COMPANY STRUCTURE
Overview of the organization in The Danish Spirits Factory
The Danish Spirits Factory is a 100% family owned business which makes decisionmaking quick and accurate.
The present CEO, Hans Ulrik Winther Andersen, is the fifth generation in wine and spirits industry and therefore the history of Danish Spirits Factory goes more than 115 years back in time even though the company was first founded in 1986. The company is based in Kolding – a town situated in the south of the Jutland peninsula in Denmark. Kolding has an excellent infrastructure with accessibility to road, rail, air and sea transportation enabling easy access to the European and Scandinavian markets.
The Danish Spirits Factory has moved on from being a wholesale company in the wines and spirits trade to becoming a production, distribution and brand building company in today’s world.
The company has a high-level market share in the wines and spirits trade in
Denmark and cover both on- and off-trades with own salesforce offering full distribution and planning for effective sales campaigns.
The Danish Spirits Factory also has a leading position in the important high volume sales area along the borders between Denmark and Germany.
The company has a solid reputation and is renowned for its high level of innovation in the industry.
”This is why we are recognized as being the market leader in many of the most important categories in our trade – in categories in which we work!” says CEO Hans Ulrik Winther Andersen.
”Our position in the market was strengthened even further as we in 2015 built and took into operation a new 15000 square meter up-to-the-minute production and logistics centre. This investment will help improve our growth and expansion in the years to come”.
HUWA HOLDING APS
HUWA Holding ApS owns all the other companies in the group and invests the group’s excess liquidity.
All companies are 100% family owned.
The Danish Spirits Factory is the distribution company and is responsible for selling both the group’s own brands and private brands made for external customers.
Premium
Production ApS is the production company of the group, working solely for The Danish Spirits Factory.
HUWA Design & Trademarks ApS innovates products, creates brands and owns all rights to the groups brands.
HUWA Ejendomme ApS owns our real estate and this is leased to the other companies in the group.
PRODUCTION, LOGISTICS & PRIVATE LABEL WINE
A brand new state of the art bottling line was implemented during 2015 with a capacity of more than 15000 bottles per production hour.
We make use of the latest technologies, including robots, all of which are controlled and supervised by our Q & D department. This enables us also to undertake bottling of products for outside customers.
Our warehouse and logistics centre also came into use in 2015 with a capacity of about 10.000 standard EUR pallets. This means we are able to service domestic and export markets with cost efficiency and precise timing.
We have fully trained logistics staff who focus on a high level of accuracy and timing for deliveries.
Production of 120.000 bottles per 8-hour production shift
Full quality control at all production stages and processes
In line solutions that ensure full pallets are developed and finished to our clients’ demands.
State of the art handling of bottles guarantees perfectly finished products
Ability to handle all types of alcoholbased products
Private lable wine
We also offer private label for wine and have a special system for servicing our private label wines department which leads to cost efficiency and extreme competitiveness, enabling us to execute orders for even a relatively low number of bottles at aggressive prices.
We have complete quality control at every stage of production which ensures our clients excellent products, and perfectly designed labels that are approved by our clients before final production is commenced.
Our new production produces 120.000 bottles each day.
SALES TEAM
We cover Denmark and the very important border trade areas between Denmark and Germany with 9 personnel. 8 of these take care of the on-trade and retail outlets in Denmark, and one looks after the border trade.
We have our own graphic workshop where we produce posters, menus, freedrink tickets, banners, etc. On these items brand names can be combined with our clients’ names and logos. This gives us a high profile in busy areas, and helps end consumers to select the best products.
We have our own promotion team of about 50 people to promote our brands in the retail and on-trade markets as well as festivals, concerts and in the border trade. To manage the team we have a person in charge of everything related to promotion.
In Denmark we are represented in 90% of the on-trade outlets and 95% of retail outlets.
We also have distribution agreements with every main wholesaler in this country. We also cooperate with the most important suppliers to student cafés and universities. This encourages brand building at an early stage.
It is very important to have a clear product profile in all the above mentioned environments to assist keeping our brands firmly in the minds of customers.
We also service the festival and concert scenes in Denmark with our Shots in Tubes where we are the no. 1 sales product. In addition, we also have supply agreements with the biggest stadiums in Denmark.
We supply many convenience outlets such as 7-11, Shell, Cirkel K and Q8 as the main customers. In terms of active customers all these outlets amount to at least 5.000 positions.
On average our sales team visits 8-10 outlets per working day, and we cover all these outlets with a high degree of success.
POINT OF SALE
On-trade:
S.Engros C&C (30 outlets)
INCO C&C (3 outlets)
All major independent wholesalers
We arrange promotion & campaign activities with all wholesalers. We are present with one or more lines in 90% of all on-trade outlets – approx. 3.000 places.
We service this sector with 3 sales staffs.
Retail:
COOP (Kvickly, Brugsen, Superbrugsen, Dagli’ Brugsen, COOP 365) – approx. 1.000 outlets
Salling Group (Bilka, Føtex & Netto) – approx. 695 outlets
Dagrofa Logistik (SPAR, MENY, Min Købmand, ABC Lavpris, Shell, Løvbjerg) - approx. 1.300 outlets
Rema Distribution (Rema1000, Circel K, Q8, OK Plus, 7-Eleven) – approx. 900 outlets
Lidl – approx. 150 outlets
Border trade (Denmark/Germany) approx. 50 outlets – very important areas that we cover intensively with our own sales & promotion team.
We service this sector with 6 sales staffs and 1 sales manager.
At present we are represented in all above outlets with one or more lines and we carry out promotion and campaign activities in all of these outlets.
PRODUCT RANGE
MUNDO TEQUILA J.GASCO
DANZKA VODKA
DOOLEY’S ORIGINAL CREAM SAMBUCA
VERDI SPUMANTE BY BOSCA
GLAMTÌ BY BOSCA
BOSCA WINES
JARANA TEQUILA
SMÅ SHOTS
SMÅ SHOTS
CHILI SHOT
NORDIC BY NATURE 50 CL.
SEAMAN’S SHOT EXTRA HOT NORDSØ BITTER FISKEFJÆS
NORDIC BY NATURE BAG-IN-BOX 150 CL.
ØKOLOGISK RÅSTOFF RÅSTOFF
HARLEGIN - 50 CL.
ØKO GIN ØKO VODKA
SHOTS 10 CL.
BARMIX SIRUP
CUBA FLAVOURS
DRACULA SISMOFYTTER PIRATES RUM
CUBA PURE VODKA
TUBES 2 CL.
PURE SHOTS 5 CL. + 70 CL.
HARLEGIN 50 CL. + 70 CL.
Siden 1986
SPRITFABRIKKEN
[The Danish Spirits Factory] Venusvej 20
DA NMARK
DK-6000 Kolding
Tlf. +45 76 32 60 80 Fax +45 76 32 60 81
www.spritfabrikken-danmark.dk
www.cubavodka.com
www.dooleys.dk
www.verdi-spumante.dk
www.raastoff.dk
www.chiliskud.dk
www.sismofytshot.dk
www.draculashot.dk
www.nordsø-bitter.dk
www.smaa-shots.dk