Aalborg Akvavit Nordic traditional spirit since 1846

AALBORG AKVAVIT, a priority brand of Pernod Ricard Nordic (owned by Arcus), holds the top position in the aquavit category portfolio. It boasts the largest market share in the Nordic region.

Despite its prominence, the aquavit category has been on a downward trend for years, primarily consumed during Christmas and Easter. Changing food trends towards international cuisines have reduced traditional occasions for aquavit consumption, impacting the category negatively. It’s generally perceived as traditional and somewhat outdated.

Continuously strengthening the identity of AALBORG AKVAVIT

LOOP Associates design objectives was to harmonise, “clean up”, and strengthen the visual identity of the AALBORG AKVAVIT range. To minimize the volume decline and consolidate the market share, LOOP Associates strategic objectives was to:

Reinforce/revitalise relevance with current users.

Secure strong brand loyalty.

Increase frequency of usage; exploit various usage occasions.

Reintroduce and rethink traditional occasions.

Expand into aquavit ‘low seasons’.

We developed a brand architecture able to encompass the various sub-lines Classic, Popular, and Premium. The identity of AALBORG AKVAVIT should reflect the different roles in the portfolio as well as the overall positioning of the respective sub-brand identify.

 

Rethinking a unique concept and design

Christmas traditions meet luxury with Aalborg Jule Akvavit, an iconic holiday spirit in a uniquely designed bottle known as ‘The Drop’. Recognized with the Creative Circle Award, it’s part of the mission of Pernod Ricard Nordic to elevate the aquavit category, targeting new users and modernizing its image.

Their vision? To capture the essence of the North, reflected in the exceptional product and packaging design. Enter Aalborg Forårs Akvavit, expanding aquavit’s appeal beyond the holiday season, reimagining traditional occasions.