Anora Targets €40 Million EBITDA Boost by 2028 After 5 Percent Sales Decline

Anora, the Nordic wine and spirits company based in Finland, has announced a new set of financial targets aimed at achieving growth above the market average. The company, known for brands such as Koskenkorva vodka, has faced declining sales in recent quarters. In the first nine months of this year, Anora’s sales dropped by nearly 5 percent, following a similar decrease throughout 2024.

In response to these challenges, Anora’s leadership has outlined a strategy focused on simplifying operations and prioritizing its core brands. CEO Kirsi Puntila stated that the updated approach is designed to improve profitability and return the company to a growth trajectory. The plan includes reducing complexity within the business, restoring profit margins and cash flow, and concentrating on expanding key brands. Additionally, Anora intends to pursue selective growth in new channels and product categories, with an emphasis on disciplined international expansion.

The company’s new mid-term targets extend through the end of 2028. Among these goals is an ambition for organic sales to outpace the broader market. Anora also aims for a 6 to 7 percent annual increase in comparable EBITDA, targeting a range of €85 million to €90 million (approximately $97.6 million to $103.3 million) by 2028.

To support these objectives, Anora plans to achieve around €20 million in gross EBITDA savings during 2025 and 2026. These savings are expected to come from improvements in procurement, organizational streamlining, and operational efficiency. The company announced these measures in a statement released on November 4.

Earlier this year, Anora implemented job cuts as part of its efforts to enhance profitability and efficiency. The company had already reduced its workforce in 2024 and has now committed to further “structural initiatives” aimed at increasing profits and competitiveness. These initiatives include optimizing the supply chain and refining the product portfolio. Anora estimates that these actions could unlock an additional €20 million in EBITDA potential by 2028.

Beyond cost-saving measures, Anora believes it can generate another €10 million in EBITDA through growth in its core business areas, selective entry into new channels, and careful international expansion. CEO Puntila emphasized the importance of core brands while also acknowledging the need to broaden the company’s offerings in low- and no-alcohol beverages. She highlighted plans to invest in innovation and transition toward more sustainable packaging solutions.

Anora’s strategy comes at a time when many beverage companies are adapting to changing consumer preferences and increased competition across Europe and beyond. The group’s focus on efficiency, brand strength, and sustainability reflects broader trends within the industry as companies seek new ways to drive growth amid economic pressures.