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Vintage 2013 VINTAGE 2013 ALTIA MAGAZINE #2 2 ALTIA VINTAGE 2013 VINTAGE CONTENTS ALTIA MAGAZINE #2 THE LEADER 04 Sharing the best moments APÉRITIFS 05 Short and sweet highlights STRATEGY 10 The importance of picking your battles Licence to serve 12 Unveiling Partner Brands’ new full service concept The plastic explosive 14 A shift in the way Altia packages its wares Thirst for change 16 Two recently-recruited managers give their impressions To enable and encourage 18 Experimenting with coaching as a leadership style A taste of things to come 20 The trends that are shaping the industry The bubble that never bursts 22 Detailing a profound change in attitudes to champagne Sharing the best vacation memories 24 How does the perfect holiday taste? VINTAGE #2 EDITOR-IN-CHIEF Anu Salmi-Savilampi MANAGING EDITOR Milja Fromholtz CONCEPT AND PRODUCTION Miltton Oy PROJECT MANAGEMENT Rebeca Romero, Antti Salomaa, Varpu Varpela DESIGN DIRECTOR Janne Melajoki WRITERS Caroline Dewar, Ian Fenton, Patricia Ongpin-Steffa PHOTOGRAPHERS Caroline Dewar, Heiki Laan, Juho Paavola, Tomi Parkkonen COVER PHOTO Shutterstock ASSISTANT DESIGNERS Hanna Bruno PRINTED BY Libris, Helsinki 2014 Contact information: Altia Oyj, PL 350, 00101 Helsinki. Street address: Porkkalankatu 22 A, 00180 Helsinki. Switchboard: +358 207 013 013. altiacorporation.com 4 THE LEADER PHOTO TOMI PARKKONEN Sharing the best moments e at Altia have noted a strong ongoing trend towards a culture of sharing. With the rise of social networking, people are using the Winternet to share all sorts of things, from stories and experiences to goods such as cars, tools or even apartments. What’s prompting this shift? First of all, sharing makes life easier. It’s useful, not to mention fun. It also happens to be the reason for Altia’s existence - ‘Sharing the best moments’ is the brand promise we seek to fulfill each day. Moments may not be as tangible as objects, but “Sharing makes sharing them is arguably as important and valuable as sharing concrete things. Everybody knows that shared life easier. It’s joy is a double joy, but shared sorrow is only half a useful, not to sorrow. Historically, the shared economy is said to be just mention fun.” over a decade old. In contrast, the instinct to share moments goes back too far to trace. It’s so deeply ingrained in human nature that it’s not likely to ever vanish. In fact, signs point to the contrary – as societies continue to progress, people’s need to gather together and share moments is growing all the time. Through our recognised brands, both our own and our partners’, Altia offers the right toast to mark those moments that are worth remembering, whether it’s a cosy evening at the summer cottage, a long-awaited holiday, a wedding feast or a Nobel Prize Banquet. We believe sharing the best moments is a solid basis on which to build our future with our partners, customers and consumers. This second issue of Altia Vintage communicates the many ways that we at Altia strive to bring you the best beverages for the most meaningful moments you share. We hope you enjoy reading it. Hannu Tuominen, Interim CEO, Altia. ALTIA APÉRITIFSVINTAGE 2013 5 Short and sweet Wine highlights culture on the from Altia’s web and 2013 beyond Putting logistical excellence on the map ltia’s recently revamped Viinimaa web Asite has been a proud success, with 2013 saw a radical shift in Altia’s logistics operations, as the company’s Swedish facilities were increasing visitor numbers demonstrating consolidated at a newly-constructed site in Brunna, 30 km north-west of Stockholm. that Finnish consumers find it relevant and The new premises combine the operations of Altia’s warehouses in Årsta and DHL/Örebro useful in their efforts to learn more about wine into a single 21,000 m2 facility, providing clear long-term benefits for the company’s customers and food culture. and partner brands. Catering to everyone from beginners With a 10-year lease for the site signed in 2012, construction was completed in autumn 2013 upwards, Viinimaa offers an easy and enter- and transfer of operations immediately commenced. Brunna’s 20 transport gates and 96 rows taining way to increase one’s knowledge of for outbound shipments now see a turnaround of some 40 trucks per day. Over the course of a wine. The responsive site, accessible conven- year, these new premises can expect to serve 140,000 customer orders. iently using any device, also covers current This drive for increased quality and efficiency is designed to strengthen the company’s trends in food and drink. Recent hot topics competitive edge in the Swedish market. “Logistics is an in-house competence we aim to include sparkling cocktails and punch recipes, preserve and constantly develop,” explains Veli-Matti Passinen, Director, Customer Service for example. & Logistics. “The huge investment in Brunna shows the measure of our commitment, and Altia’s partners have also shown a strong the advantages to our customers and partners will be demonstrated clearly in practice soon interest in the site, coming to see it as an enough.” excellent channel for cost-effective commu- nication with targeted consumer groups. Viinimaa visitors can learn a great deal, for example, from recipes, stories, and videos centred on Altia’s partners’ products. Viinimaa has also been gradually expanding beyond the digital realm with its unique Viinimaa bar-in-bar concept. These locations, so far based in cafes and delis in Turku, Kuopio and Pori, are implemented in close cooperation with Altia’s horeca customers, and serve wines available in Alko stores. The latest Viinimaa bar-in-bar will be opened in Tampere during spring 2014. Brunna, Altia’s new logistic centre, is situated 30 km north-west of Stockholm. 6 ALTIAAPÉRITIFS VINTAGE 2013 Masi – A unique label Upping Stockholm’s for a singular wine world-famous Amarone house wine ante A wine, Masi Costasera Amarone is used by many winemakers as a reference for visit to Stockholm wouldn’t be complete without a trip to one their own production. Despite of the city’s world-renowned restaurants. But it might come numerous aspirants, Costa- as a surprise that such diverse eateries as Riche, Teatergrillen, sera remains unequaled. On Teaterbaren, Sturehof and Taverna Brillo are in fact all part of November 1st 2013, Masi Athe same group: Svenska Brasserier. unveiled a limited edition label It’s not just great food on the table either: in 2013, Philipson Söder- for the 1998 vintage of Costa- berg extended their collaboration with the group. The deal includes a sera, which features a unique two-year contract for house wine, red and white; house Chablis and work of art by the Swedish artist house Sancerre. Ernst Billgren. The Boscaini Svenska Brasserier made the very informed choice of Jean-Luc family, who have been behind the Colombo AOC Côte du Rhône, “Les Abeilles”, in both red and white Masi winery for seven genera- varieties. “This is a leap forward in quality compared with its previous tions, commissioned the label as house wines, which were Vin de Pays d’Oc,” added Andreas Carlsson, part of the Costasera Contempo- Key Account manager at Philipson Söderberg. rary Art project. Every two years The house pouring Chablis will be Domaine des Malandes, from a Masi will enlist an internationally 27-hectare domaine owned by Lyne Marchive, a partner of Philipson renowned contemporary artist to Söderberg’s for three years now. The Sancerre will continue to be Henri reinterpret Costasera’s distinc- Bourgeois Les Baronnes, and Masi Campofiorin will also be served by tive label. Altia represents Masi the glass (and bottle) across the group. in Sweden and Estonia. Altia expects to achieve cost savings as soon as the lines are reopened in March. As a result of higher utilisation rates on the bottling lines, the company’s overall plant utilisation rate will improve by roughly 20%. Approximately 200 additional Ramp-up proceeding as planned in Rajamäki inventory items will now be produced at Rajamäki. n early March, Altia initiated in 2014. Previously the plant to decreasing operational costs “We are working with a I a project to transfer all of had a record volume of approxi- significantly, efforts are also good network of suppliers who its wine and glögg operations mately 61 million litres. Altia will being focused on enhancing are helping us make this kind from Svendborg, Denmark to continue to undertake its logistics quality. Environmental benefits of ramp-up possible. Several Rajamäki, Finland. The bottling operations in Svendborg. will also be gained through the companies are supporting us volume at the Rajamäki facility, By consolidating production use of an advanced method in terms of design, equipment which amounted to 52 million at its modern Rajamäki plant, of cleaning the lines, which and technical expertise,” says litres in 2013, is expected to Altia aims to optimise its supply minimises the use of water and Tuomas Akkanen, Operations increase to about 71 million litres and efficiency further. In addition washing liquid. Development Manager. APÉRITIFS 7 Claims to the throne uring 2013, Altia implemented a new The new collaborative process highlights Dclaims process in order to improve the concept of internal customership, helping customer and consumer service. The new Altia employees to understand how they can process, which has been taken into use across serve and assist each other in the big picture. Tarapacá finds love in Finland all business units, ensures that customer “We are all each other’s customers at Altia,” claims are systematically routed to the correct Eeva explains. “I strongly believe that how iña Tarapacá planted its first vineyards individual area at Altia for quick solution.
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