Brand Book “We Are Artisans of Arctic Luxury Liqueurs and Vodkas”

BRAND BOOK “WE ARE ARTISANS OF ARCTIC LUXURY LIQUEURS AND VODKAS”

THE STORY OF THE FATHERS AND SONS OF GUSTAV RANIN’S FAMILY AND OF A JOURNEY TO THE CHILLY ARCTIC, WHERE MOTHER NATURE GROWS THE WORLD’S FINEST WILD BERRIES. CONTENTS

From a royal distillery to a family business 4 From father to son 8 Keeping our promise with each generation 10 Making of arctic luxury 12 Arctic Mother Nature 14 Hand-picked arctic jewels 18 The treasure map and the ingredients of arctic liqueurs 24 Process 26 Gustav liqueurs 28 Gustav vodkas 34 Arctic dessert wines 40

© 2012 Lignell & Piispanen, With or without 46 All rights reserved Company facts 56 Lignell & Piispanen Contact information 64 Kauppakatu 29, p.o. box 32 70101 Kuopio, Finland Tel. +358 (0)17 2614 641 [email protected] www.lignellpiispanen.fi

FROM A ROYAL DISTILLERY TO A FAMILY EST. 1852 BUSINESS In 1852, Louis-Napoleon Bonapar- Gustav Ranin’s legacy lives on in te enacted a new constitution in Lignell & Piispanen’s business. France, Britain’s Westminster pa- Ever since the day he took on the lace was brand new and a young king’s distillery, from generation Russian named Leo Tolstoi publis- to generation, from father to son, hed his first novel. we have learned through expe- For our family, 1852 is of particular rience and increased our know- importance because it is the year ledge with the goal of creating our great-great-great-grandfather the world’s finest liqueurs, vodkas Gustav Ranin started the family and wines from Mother Nature’s business. In the year 1859 he pur- arctic splendour. chased the Crown Distillery, founded in 1783 in the city of Kuopio by Welcome to our arctic legacy that King Gustav III of Sweden. is a mere 160 years young.

HARRI NYLUND, CEO 6th generation member of gustav ranin GUSTAV III OF SWEDEN 174 6 – 179 2

FOUNDED THE ROYAL DISTILLERY IN KUOPIO IN 1783.

GUSTAV RANIN 1825 – 1896

Founded our family business in 1852. Purchased the king’s Royal Distillery in 1859. 8

The delicious, ripe berries of the arctic forests have been extracted into delicious liqueurs for several centuries. This Scandinavian artisan tradition lives on in our family’s arctic liqueurs, made with extracts of pure, natural berries – and nothing else. FROM FATHER TO SON

The passing on of traditions from father to son has long been the key to our happiness and success. Arctic weather conditions add their own litt- le challenges that necessitate a dash of innovation and humility – and per- haps a stubborn refusal to give up. Every generation has headed into the future with knowledge passed on by those before them. Lignell & Piispa- nen is already in its sixth generation, with the seventh well on its way and ready to embrace our core values: HARRI NYLUND, CEO GREAT GREAT GREAT GRANDSON OF GUSTAV RANIN quality, craftsmanship and a respect for artic nature. 10

KEEPING OUR PROMISE ARCTIC LUXURY WITH EACH LIQUEURS AND GENERATION VODKAS

Much advancement has been For us, this means a respect for made over the course of centu- the arctic wilderness, an artisan ries, and each generation has left approach to its pure berries and a its mark and added to our know- continuous effort to achieve better ledge. But there is one thing that and better results; flavours that has never changed: our family’s highlight the four distinct seasons promise to make Arctic luxury. of the northern hemisphere. 12

MAKING OF ARCTIC LUXURY 14

MAKING OF ARCTIC LUXURY 1. ARCTIC MOTHER NATURE

Scandinavia lives and breathes at Plants scuttle to grow, gaining Mother Nature’s pace. The ever- energy from the never ending changing seasons bring about the light of the midnight sun that turns dimly lit days of winter and the blan- even the tiniest of berries, tucked kets of snow that tuck the forests into away in the marshes, into succu- a peaceful slumber. Amidst the bo- lent delicacies. ne-chilling breezes, life slows down, as if waiting for warmer times. Demanding as she may be, arctic Mother Nature is also pris- With the first rays of spring, everyt- tine and very generous to her hing changes. Nature wakes up like friends. Which is why Lignell & never before to reveal everything it Piispanen’s products could never stashed away for the winter. come from anywhere else. MAKING OF ARCTIC LUXURY MIDSUMMER SUN

3 AM 15 PM 18

MAKING OF ARCTIC LUXURY 2. HAND-PICKED ARCTIC JEWELS Berries that have grown in the peaceful wilderness of Scandinavia are true jewels of the arctic, luxury products handmade by nature. Their value lies in their aroma. Having grown in lush forests, next to thousands of pristine lakes, the berries taste of nature’s own sug- ars, the midnight sun and refreshing drops of rain. Each natural berry is an experience that cannot be matched by anything manmade.

For Lignell & Piispanen, the use of arctic berries is both a steadfast principle and a pre- cious privilege. Handpicked from nearby forests, they remind us of an ecological, ethical way of thinking and further centuries old traditions while bringing a source of income and wellbeing to the inhabitants of surrounding areas.

CLOUDBERRY [ Rubus chamaemorus ] Golden yellow, fruity, aromatic, rich, moderately acidic. Grows near Arctic Circle in Scandinavia and Russia. ARCTIC BRAMBLE [ Rubus arcticus ] Ruby red, aromatic, developed, blossoming, rich, fairly sweet, moderately acidic. One of the world’s rares berries grows in Northern Finland.

ARCTIC CRANBERRY [ Vaccinium oxycoccos, Vaccinium microcarpum ] Red, aromatic, berry, somewhat dry, light, very acidic. Grows near Arctic Circle in Scandina- via and Russia. BLUEBERRY [ Vaccinium myrtillus ] Blue, soft, sweet, warm, light berry flavour, slightly acidic. Grows near Arctic Circle in Scandinavia. MAKING OF ARCTIC LUXURY 3. 4. INGREDIENTS TREASURE MAP

FACTORY HAND-PICKING AREA

KUOPIO

24 MAKING OF ARCTIC LUXURY 5. PROCESS

26 ARCTIC LUXURY LIQUEURS

16 30 CLOUDBERRY [ Rubus chamaemorus ] RASPBERRY [ Rubus idaeuss ] Golden yellow, fruity, aromatic, rich, moderately acidic. Red, sweet, aromatic, slightly acidic. Red or Grows near Arctic Circle in Scandinavia and Russia. European raspberry grows in Northern Europe. ARCTIC GUSTAV CLOUDBERRY LIQUEUR GUSTAV RASPBERRY LIQUEUR The secret of this unique liqueur is the arctic cloud- Wild raspberries grow in the immeasurable green berry, which grows wild near the arctic circle. Dur- forests of Finland. We pick the berries and extract ing the short northern summer, the midnight sun the aromas using methods dating back hundreds gives the cloudberry a uniquely clear flavour. A of years. In this way we create a softly romantic rich, amber-coloured liqueur with a strong aroma and floral-scented liqueur with hints of rose - and is created, in which you can sense the aromas of raspberry, of course. Goes well with espresso LUXURY wetland flowers, honey and apricots. Best on its and dark chocolate; also excellent on its own or own, but also good in various cocktails. in cocktails.

Gustav Cloudberry Liqueur 21% alc.vol. | Sugar: 250 g/l | Col- Gustav Raspberry Liqueur 21% alc.vol. | Sugar: 250 g/l our: golden yellow | Nose: fresh, cloudberry | Taste: medium Colour: red | Nose: clear raspberry | Taste: medium-bodied, LIQUEURS bodied, smooth | Bottles/case: 6 | Bottle: 500 ml/ glass lightly acidic | Bottles/ case: 6 | Bottle: 500 ml/ glass ARCTIC BRAMBLE [ Rubus arcticus ] Ruby red, aromatic, devel- ARCTIC CRANBERRY [ Vaccinium oxycoccos, Vaccinium mi- oped, blossoming, rich, fairly sweet, moderately acidic. One of crocarpum ] Red, aromatic, berry, somewhat dry, light, very the world’s rares berries grows in Northern Finland. acidic. Grows near Arctic Circle in Scandinavia and Russia.

GUSTAV ARCTIC BRAMBLE LIQUEUR GUSTAV ARCTIC CRANBERRY LIQUEUR

The liqueur’s most important raw material, the Due to their qualities, wild arctic cranberries make Arctic bramble, grows only in Northern Finland. Fol- for an excellent raw material for liqueur. We extract lowing tradition, we extract the essence of the ber- the berry’s natural sweet and slightly tart flavours ries to create a flavour which can be compared to using the same methods as our predecessors in fruity chocolate. Arctic Bramble liqueur is good as the 19th century. This liqueur has a strong person- an apéritif. Also try it with soft-ripened cheeses ality containing aromas of apple blossom and red and as a sauce over desserts. berries. Delicious on its own, chilled and to accom- pany liquorice and white chocolate, for example. Gustav Arctic Bramble Liqueur 21% alc.vol. | Sugar: 310 g/ | Colour: dark pink | Nose: aromatic, rich in arctic bramble aromas | Taste: Quite sweet, aromatic, round, full bodied, warm| Gustav Cranberry Liqueur 21%alc.vol. | Sugar: 290 g/l | Colour: Bottles/case: 6 | Bottle: 500 ml/ glass bright red | Nose: fresh, cranberry | Taste: medium bodied, acidic berries | Bottles/ case: 6 | Bottle: 500 ml/ glass

BLUEBERRY [ Vaccinium myrtillus ] Blue, soft, sweet, warm, light berry flavour, slightly acidic. Grows near Arctic Circle in Scandinavia.

GUSTAV BLUEBERRY-RASPBERRY LIQUEUR

The brief but intense summer gives the northern Arctic blueberry a deep aroma all of its own. We extract the aromas of the wild berries for your en- joyment just as Mother Nature intended. The result is a lingering blueberry flavour even containing hints of salty liquorice. Delicious straight from the bottle with marmalades or with soft-scoop ice cream. Try it warm as a hot toddy with honey and lemon.

34 GUSTAV VODKA

Meet our great great great grandfather. Gustav Ranin founded our family-owned company in 1852. He distilled such fine, top- quality vodka that it sold out in no time at all. So why change the recipe? To this day we manufacture this soft and aromatic vodka with a delicate hint of grain using the same professional skills. Great as schnapps, even ice-cold, and in cocktails.

GUSTAV BLUEBERRY VODKA

Our skills in the distillation of quality vodka can be traced back to the 19th century. Our predecessor Gustav Ranin set about making vodka with the conscientiousness of an artisan. This vodka is made by refining that very same artisan skill, and its strong aromatic range is impressive both as schnapps and a digestif. The taste is enriched by a nuance of genuine arctic blueberry, which we extract to flavour our vodka in a way that would make Mother Nature proud.

ARCTIC LUXURY DESSERT WINES

40 ARCTIC LUXURY DESSERT WINES

CLOUDBERRY [ Rubus chamaemorus ] ARCTIC BRAMBLE [ Rubus arcticus ] Ruby red, aromatic, de- Golden yellow, fruity, aromatic, rich, moderately acidic. veloped, blossoming, rich, fairly sweet, moderately acidic. Grows near Arctic Circle in Scandinavia and Russia. One of the world’s rares berries grows in Northern Finland. Hand-picked in the arctic wilderness. Hand-picked in the arctic wilderness.

LAKKA CLOUDBERRY FORTIFIED WINE MESI FORTIFIED WINE

The cloudberry, which grows wild and free, gains its The fortified berry wine is a concentrated form of aroma from the clean swamps of Finland where the Finnish skills with berries and alcohol right down to sun caresses the berries with its long rays almost the last drop. The Arctic bramble, which only grows all day long. We manufacture this fortified wine, in the far north, can be tasted in this soft wine, scented with honey and cloudberry jam, upholding packed with berries. This bright pink fortified wine artisan traditions over 160 years old. Lakka is suitable is excellent lightly chilled with cheeses and desserts. for cocktails and is good with soft cheeses. Also good for giving various cocktails a boost.

ARCTIC LUXURY TASTE

WITH OR WITHOUT

Make a drink, raise a toast, throw a party, catch up with an old friend, indulge in fine dining Whether you prefer aromatic liqueurs, or dance the night away. What- smooth vodkas or fine wines, you can ever your fancy, let Arctic Luxury enjoy any Gustav product in beautiful sweep you off your feet. cocktails – or simply as is. In cocktails, the pure, natural flavours of Gustav Each Gustav product contains a products are best paired with other secret ingredient that brings a high-quality ingredients to form a re- feeling of joy and warmth to the fined, pleasing combination. person holding the glass. The secret is Arctic Luxury.

46 ARCTIC CRUSTA

2 CL GUSTAV ARCTIC BRAMBLE LIQUEUR 2 CL COGNAC 2 CL LEMON JUICE 1 CL SUGAR SYRUP FRESH BOYSENBERRIES ANGOSTURA BITTERS GLASS: DOUBLE OLD FASHIONED

GARNISH: SUGAR RIM, LARGE ORANGE PEEL, BRAMBLES AND RASPBERRIES

MEASURE THE INGREDIENTS INTO A SHAKER. CRUSH THE BOYSENBERRIES. SHAKE. STRAIN THE DRINK OVER CRUSHED ICE. GARNISH. BUBBLY LAPLAND

2 CL L&P MESI DESSERT WINE 1 CL GUSTAV ARCTIC BLUEBERRY VODKA FEE BROTHERS PEACH BITTERS SPARKLING WINE OR CHAMPAGNE GLASS: CHAMPAGNE GLASS

GARNISH: CLOUDBERRIES, LEMON, LIME, ORANGE

MEASURE THE INGREDIENTS INTO A GLASS AND GARNISH. GUSTAV MARTINI

2 CL GUSTAV ARCTIC VODKA 1 CL GUSTAV ARCTIC BLUEBERRY VODKA 1 CL GUSTAV ARCTIC BRAMBLE LIQUEUR DASH OF ORANGE BITTERS

GLASS: MARTINI

GARNISH: BLUEBERRIES, LEMON ZEST

MEASURE THE INGREDIENTS INTO A MIXING GLASS, ADD THE ICE. MIX. STRAIN INTO A CHILLED GLASS. GARNISH.

COMPANY FACTS

56 BRAND BRAND´S CORE TARGET AUDIENCE

CRAFTSMANSHIP FAMILY AND TRADITIONS CONSUMERS IN LARGE ENVIRONMENTALLY AWARE METROPOLITAN CITIES CONSUMERS

ARCTIC LUXURY SINCE 1852 25 TO 39 YEAR OLDS

CONSUMERS INTERESTED CONSUMERS WHO UNIQUE FLAVOUR AND DESIGN NATURAL, ARCTIC BERRIES IN CULTURE, FASHION AND APPRECIATE PREMIUM DESIGN QUALITY

COMPANY MILLION LITERS / YEAR

5 25 employees CAPACITY 4

WE BEGAN CONSTRUCTION OF A NEW SITE 3 IN KUOPIO IN 2012. THE NEW SITE WILL IN- CREASE OUR ANNUAL CAPACITY FROM 2 MILLION LITRES TO 5 MILLION. 2

WE WILL BE RAISING OUR GLASSES IN TOAST TO THE NEW SITE IN AUTUMN 2013. 1

2 012 2 013

SIGNIFICANT CUSTOMERS

DOMESTIC

IN FINLAND, OUR RETAIL PARTNER IS THE GOVERNMENT-OWNED ALCOHOL MONOPOLY ALKO OY, WHICH TURNOVER 8,4 M€ HAS EXCLUSIVE RIGHTS TO THE CONSUMER SALE OF ALCOHOLIC BEVERAGES CONTAINING OVER 4.7 PERCENT ALCOHOL BY VOLUME. IN 2010, ALKO’S REVENUE TOTALLED € 1,174.8 MILLION.

ALKO’S SELECTION ENCOMPASSES 45 OF OUR PRODUCTS, AND WE ARE ONE OF THE LARGEST IMPORTER EXPORT 21% OF COGNAC IN FINLAND AND THE MARKET LEADER IN THE FLAVOURED VODKA SEGMENT.

DUTY-FREE & EXPORT

THE BALTIC SEA IS THE WORLD’S 8TH LARGEST DUTY FREE MARKET. WE ARE THE LEADING PRODUCER OF BERRY LIQUEURS IN THIS MARKET AREA. OUR LARGEST CLIENTS ARE THE CRUISE LINERS TALLINK-SIL- JA AND VIKING LINE, NOT FORGETTING FINLAND’S LARGEST AIRLINE FINNAIR. IN FACT, IN AUTUMN 2011, LIGNELL & PIISPANEN RANKED SEVENTH OUT OF ALL OF FINNAIR’S DUTY FREE BRANDS. OUR PRODUCTS ARE ALSO AVAILABLE FOR PURCHASE AT HELSINKI INTERNATIONAL AIRPORT.

WE EXPORT OUR PRODUCTS TO SWEDEN, NORWAY, ESTONIA, GERMANY, AUSTRIA, SWITZERLAND AND DOMESTIC 79% China, Hong Kong AS WELL AS TO THE DUTY FREE SHOPS ALONG THE FINNISH AND RUSSIAN BORDER WHERE WE ARE THE MARKET LEADER IN THE BERRY LIQUEURS SEGMENT.

62 CONTACTS

HEAD OFFICE PRODUCTION Lignell & Piispanen Satamakatu 13 Kauppakatu 29, p.o. box 32 70100 Kuopio 70101 Kuopio Finland Finland tel. +358 (0)17 2614 641 RUSSIA AND CROSS-BORDER TRADE: [email protected] Ms Helvi Pennonen Trade to Russia MANAGING DIRECTOR tel. +358 (0)40 508 1230 Mr Harri Nylund [email protected] tel. +358 (0)44 585 2561 [email protected] PRESS INQUIRES/SALES ASSISTANT: Mrs Tanja Kamaja-Miskala EXPORTS AND DUTY-FREE: tel. +358 (0)44 722 9662 Mr Antti Hynninen [email protected] Export Manager tel. +358 (0)400 772 031 [email protected]

WWW.LIGNELLPIISPANEN.FI

64 DISTRIBUTORS WANTED

WOULD YOU LIKE TO BECOME A DISTRIBUTOR? PLEASE CONTACT US [email protected]