The soul of Spritfabrikken Danmark More than 40 years of experience in spirits Since 1986, Spritfabrikken Danmark has been developing, producing and distributing spirits, shots, liqueurs and drink solutions for the Danish and international markets. As a family-owned company, we combine decades of experience with curiosity, creativity and a strong understanding of what creates value for both customers and consumers.
Product development with a distinct identity Spirits are a category in which taste, image and visual identity play a decisive role in achieving success. That is why we take a holistic approach to every aspect of the product – from flavour development and bottle design to labels, visual identity and product naming. For us, it is about creating products that not only taste great, but also have a distinct identity and a clearly defined position in the market.
Strong market position Through creative thinking, strong market insight and the ability to develop products with clear consumer appeal, we have built a solid position in the market. This is particularly evident in our popular CUBA Vodka range, which today holds a market-leading position within the Flavoured Vodka category.
Products with a competitive advantage Our ambition is to ensure that our customers experience a clear advantage when choosing our products. With in-depth insight into consumer preferences and market developments, we create products that respond to current trends and demand. At the same time, we place great emphasis on a high standard of design, strengthening the products’ brand positioning and giving them a clear competitive advantage.
Continuous development Development is a constant part of our everyday work. New products are always in the pipeline, and we continuously strive to create strong brands with relevance, quality and personality. The company’s CEO, Hans Ulrik Winther Andersen, represents the fifth generation of a family tradition in the wine and spirits trade, giving the company a heritage that spans more than 115 years.
The large bar at Spritfabrikken Danmark is an active part of our workplace and also serves as the setting for larger events.
Nordsø Bitter One of the brands that holds a special place in our history is Nordsø Bitter – also known as Nordsø Olie. This iconic Danish bitter was created in 1981 and has now returned to the original Danish family behind the brand. With its intense liquorice flavour and carefully balanced blend of herbs, Nordsø Bitter is a strong example of how tradition and innovation can go hand in hand.
Råstoff Another strong example is Råstoff, which has established itself as a highly popular range. Råstoff Strawberry-Rhubarb in particular has captured the market with its combination of fresh fruit flavour and alcohol – and has become a key ingredient in one of Denmark’s most popular drinks: the Astronaut.
SMÅ SHOTS and BARMIX Sirups SMÅ SHOTS has also developed into a strong and popular range, introducing new flavours year after year for a younger, partyoriented audience. The BARMIX range currently consists of nine varieties and has been developed to make it easy to create high-quality, greattasting drinks.
In 2025, our BARMIX Mango Sirup stood out in Politiken’s taste test and was named the overall winner by a professional tasting panel. Mixers, syrups and other brands Our portfolio also includes a strong selection of mixers and cocktail syrups from brands such as Master of Mixes, Reál and Finest Call. This gives our customers even more opportunities to offer contemporary, great-tasting drink solutions. The range is further complemented by brands such as Pure Shots, Verdi Spumante, Flügel and Mundo Tequila – all combining quality, character and international recognition.
Built on tradition Driven by innovation Strong family ownership
Strong market position
Spritfabrikken Danmark is 100% family-owned, providing a strong foundation for close collaboration and efficient decision-making, particularly when fast action is required.
Spritfabrikken Danmark holds significant market shares within the Danish wine and spirits categories and serves both the on-trade and retail sectors through its own dedicated sales team. The company provides nationwide distribution as well as the planning and execution of effective promotional campaigns.
The company’s CEO, Hans Ulrik Winther Andersen, represents the fifth generation of a family tradition in the wine and spirits trade. This gives the company a heritage spanning more than 115 years, although Spritfabrikken Danmark itself was founded in 1986.
Central location and efficient distribution
Spritfabrikken Danmark has also established a leading position within the substantial cross-border trade between Denmark and Germany. The company has built a strong and solid reputation and is recognised for its high level of innovation within the alcoholic beverages category.
Spritfabrikken Danmark is strategically located in Kolding, close to major motorway, rail and shipping connections. This enables fast and efficient distribution throughout Scandinavia and across European markets.
“This is one of the key reasons why we are market leaders in many of the most important categories within our field,” explains CEO Hans Ulrik Winther Andersen.
Over the years, the company has evolved from being solely a wine and spirits wholesaler into a recognised brand-driven business with both in-house production and distribution capabilities.
New production facility and future growth “Our market position was further strengthened with the construction of our new 15,000 m² production facility. This investment provides us with an even stronger platform for continued growth in the years ahead.”
Hans Ulrik began paying close attention to consumer interests and changing habits. He experimented relentlessly with flavour, texture and colour in pursuit of the right combination. The process was not without its challenges – several blenders quite literally went up in smoke along the way. But his determination remained intact, and in March 1998, the first caramel-flavoured vodka was finally ready.
Spritfabrikken Danmark
organisational structure CEO
Finance
Warehouse
IT
Private Label: Wine, Gin & Rum
Accounting
Procurement
Product Development
Sales & marketing
Design Own Brands
Sales Support
Design Private Label
Customer Service
Events
Specialised expertise. Shared direction. A strong organisation with specialised expertise and short decision-making processes provides the foundation for innovation, quality and growth. With a flat organisational structure, we work closely across the company, enabling flexibility, a high level of expertise and fast execution.
Spritfabrikken Danmark
top 5 brands
Nordsø Bitter
Råstoff
SMÅ SHOTS
Pure Shots
CUBA Vodka
Nordsø Bitter – also known as Nordsø Olie – is back in Denmark with the family behind the original recipe from 1981.
Råstoff is produced in Denmark and made with vodka and carefully selected ingredients. It is created for discerning consumers who value high quality, intense flavour and a refined expression.
SMÅ SHOTS are made with pure vodka and a wide range of delicious flavour combinations, colours and varieties. Since 2005, the range has grown to include numerous popular shots that are not only perfect served traditionally, but also ideal for simple, great-tasting drinks.
Pure Shots is a popular range featuring unique flavour combinations. Since acquiring the brand in June 2024, we have continued to develop it while staying true to its original values.
CUBA Vodka offers 11 flavoured varieties alongside a classic unflavoured vodka – created for consumers who want plenty of flavour and versatility in the glass.
The recipe has been refined with more real liquorice and carefully selected herbs, creating a rich, powerful and distinctive flavour.
All varieties can be enjoyed chilled as shots, while several are also ideal for drinks and cocktails. Salty Caramel, Pineapple-Vanilla, AppleVanilla and StrawberryRhubarb are key ingredients in some of Denmark’s most popular drinks.
Among the latest additions are SMÅ SURE Sour Peach, SMÅ SPORT and SMÅ BATS Juicy Liquorice.
The range is created with a strong focus on quality, carefully selected ingredients and a clean, smooth flavour, where the vodka supports the ingredients rather than overpowering them.
Since the launch of CUBA Caramel in 1998, the range has grown into a popular favourite, featuring familiar flavours that make it easy to mix delicious drinks.
Spritfabrikken Danmark
company structure HUWA Holding ApS owns all other companies within the group and invests the group’s surplus liquidity. All companies are 100% family-owned.
HUWA Holding ApS
Spritfabrikken Danmark ApS
Premium Production ApS
HUWA Design & Trademarks ApS
Spritfabrikken Danmark is the group’s distribution company and is responsible for the sale of both its own brands and products on behalf of external customers.
Premium Production ApS is the group’s production company and works exclusively for Spritfabrikken Danmark.
HUWA Design & Trademarks ApS develops products and brands and owns all rights to the group’s entire brand portfolio.
We use the latest technologies, including robotics.
HUWA Ejendomme ApS
HUWA Ejendomme ApS owns the group’s properties and leases them to the other companies within the group.
Our warehouse has capacity for approximately 10,000 standard Euro pallets.
Production & logistics An advanced, custom-built production facility was commissioned in 2015. It was subsequently expanded in 2021 and now has a production capacity of up to 50,000 bottles per day.
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Full quality control throughout every stage of production
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In 2024, we also installed a new production line for tube packaging. We use the latest technologies, including robotics, all controlled and monitored by our Q&D department.
In-house production and line solutions ensure that completepallets are produced and finished according to each customer’s order
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Our professionally trained warehouse staff maintain a strong focus on accuracy, efficiency and meeting deadlines.
First-class bottle handling ensures a consistently high-quality result
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Facilities capable of handling all types of alcohol-based products
Our new production facility has a capacity of up to 50,000 bottles per day.
Private lable We also offer wine, gin and rum under private label and have developed a dedicated, tailormade system specifically for our private label business. This enables us to supply smaller production runs at competitive prices. Quality control at every stage of production ensures consistently high standards. We also develop custom-designed wine labels in close collaboration with our customers.
Sales & marketing Nationwide sales force and strong distribution We cover all of Denmark as well as the strategically important Danish-German border trade with a dedicated sales team of 11 representatives. Ten focus on the on-trade and retail sectors, while one is dedicated to cross-border sales. In Denmark, we are represented in approximately 90% of all on-trade locations and 95% of the retail market. In addition, we have distribution agreements with all major wholesalers nationwide. Our shot tubes are a market-leading product within concerts and festivals, and we have supplier agreements with some of Denmark’s largest stadiums. Within the convenience sector, we primarily supply 7-Eleven, Shell, Circle K and Q8.
Our sales representatives visit an average of 8–10 customers per day, ensuring strong market coverage and close customer relationships.
In-house marketing materials and targeted brand building We have our own in-house graphic design department, producing posters, drink menus, vouchers, banners and other point-of-sale materials. These can be customised with our customers’ names and logos, creating strong co-branding opportunities. This provides valuable sales support and helps guide consumers towards the right products. Our partnerships with suppliers to student cafés and universities also help build brand awareness from an early stage. Maintaining strong product visibility in these environments is important for keeping our brands top of mind with consumers.
Here we sell Retail:
On-trade:
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COOP (Kvickly, Brugsen, SuperBrugsen, Dagli’Brugsen, COOP 365) – approx. 900 locations Salling Group (Bilka, Føtex & Netto) – approx. 700 locations Dagrofa Logistik (SPAR, MENY, Min Købmand, ABC Lavpris, Shell, Løvbjerg) – approx. 1,300 locations Rema Distribution (REMA 1000, Circle K, Q8, OK Plus, 7-Eleven) – approx. 900 locations Lidl – approx. 170 locations
This sector is managed by six sales representatives and one Sales Manager. •
he Danish-German border trade comprises approximaT tely 50 locations and represents an important sales area that we place strong emphasis on servicing.
Det nationale marked
30%
On-trade
70% Retail
S.Engros C&C – 30 locations INCO C&C – 3 locations Drinx All major independent wholesalers
We manage all promotional and campaign activities in close cooperation with our wholesalers and are represented by at least one brand at every on-trade location – approximately 3,000 outlets nationwide. This sector is managed by three sales representatives.
OWN brands SMÅ SHOTS
SMÅ SHOTS
BARMIX SIRUP
CHILI SHOT
NORDSØ BITTER
FISKEFJÆS
PIRATES RUM
SOLIEMA RUM
CUBA FLAVOURS
CUBA PURE VODKA
RÅSTOFF
ORGANIC RÅSTOFF
HARLEGIN 50 CL. + 70 CL.
TUBES 2 CL.
ØKO GIN ØKO VODKA
PURE SHOTS
SHOTS 10 CL.
AGENCY brands DANZKA VODKA
SAMBUCA
SISMOFYTTER
BOSCA
VERDI SPUMANTE BY BOSCA
J.GASCO
DAY OF AARIACHI
FLÜGEL
KLEINER FEIGLING
SEAMAN’S SHOT EXTRA HOT
MUNDO TEQUILA
UNICUM
UNICUM RISERVA
DRACULA
JARANA TEQUILA
UNICUM SZILVA
UNICUM
MASTER OF MIXES
BIG BUCKETS
COCKTAIL ESSENTIALS
FINEST CALL
REÁL INFUSED SYRUP
MASTER OF MIXES, MARGARITA SALT
Venusvej 20 DK-6000 Kolding Tlf. +45 76 32 60 80 Fax +45 76 32 60 81 www.spritfabrikken-danmark.dk www.cubavodka.com www.raastoff.dk www.nordsø-bitter.dk www.smaa-shots.dk www.barmix-original.dk