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Altia launches new strategy
Published:  02 September, 2014

Altia Plc, the major Nordic wine and spirits company, has launched a new strategy to achieve major improvements in profitability by the year 2016.

Altia says it aims to create further growth by strengthening its core brands, investing in product development and reviewing its sales channel strategy.

The ‘efficiency enhancing programme’ is designed to save €20 million by the end of 2015.

Altia CEO Pekka Tennilä said: ”We need to take measures to improve long-term competiveness in the face of stiff market competition and quick changes in consumer behaviour patterns. Altia has got all the resources it takes to succeed: a leading position in the Nordic market and the Baltics, strong product brands and the best expertise in the field, but we need to commit to the efficiency enhancing programme,” Tennilä says.

The company warns possible changes will have implications in terms of the number of personnel. Negotiations regarding these changes are to be conducted in accordance with the local legislation will begin in Finland, Sweden and Norway. The negotiations will affect salaried and senior salaried employees. The maximum need for staff reductions is expected to be 120, with Finland accounting for a maximum of 50 and Sweden for a maximum of 35. Additionally, talks are underway with the workers at the Rajamäki plant regarding the use of flexible workforce.

“The foreseen measures are extensive. Unfortunately, we are compelled to take measures that will affect Altia’s personnel in order to secure the company’s future. As far as the measures called for by the new strategy are concerned, we seek to keep the impact on personnel to a minimum”, said Tennilä .

Altia employs around 1,000 people in six countries with employees in office and senior executive positions accounting for about a half of the total.

Altia own brands include: Blossa, Chill Out, Explorer, Grönstedts, Jaloviina, Koskenkorva, Larsen, OP Anderson, Renault, Xanté and Skåne Akvavit. Altia’s partner brands Codorniu, Drostdy-Hof, Jack Daniel’s, Bowmore, Nederburg, Ravenswood and Robert Mondavi.