Valeris Advisory acted as advisor to Skogsglögg AB in the sale to Spendrups Bryggeriaktiebolag. Skogsglögg is one of Sweden’s largest brands of mulled wine (in swedish: glögg) and is entirely based on berries from Bergslagen, Sweden. The brand was founded in 2001 and has, thanks to its quality, developed into one of Sweden’s leading mulled wine brands, with a strong market position and a number of awards and test wins. The business has been conducted with very good profitability and there are several opportunities for the new owner to develop the brand in the future. With this acquisition, Spendrups expands into a new market segment.

Valeris has 20 years of experience in the wine and spirits industry from around twenty countries in sale side mandates, buy side mandates and strategy and business development assignments.

“The brand, with the quality and reputation that we have built, will have the opportunity to continue to develop in a larger context. Spendrups feels like the right owner and I look forward to following the continued development of Skogsglögg.”

- Per Fritzell, founder of Skogsglögg.

“With our background in the industry, it was awarding to be able to contribute to helping Skogsglögg into a new context and give the brand a new and larger platform to grow further. We look forward to following Spendrup's future development in the mulled wine segment, together with Skogsglögg.”

- Johan Simonsson, Partner at Valeris.

For further information please contact:
Håkan Berntsson, Founding Partner,                       Johan Simonsson, Founding Partner
Valeris Advisory AB                                                      Valeris Advisory AB
Phone: +46 70 759 77 00                                             +46 706 26 72 38
E-mail: hakan.berntsson@valeris.se                       johan.simonsson@valeris.se