gustav brandbook

BRAND BOOK

“WE AREARTISANS OFARCTIC 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 distiller y

to a family business 4From father to son 8Keeping our promise with

each generation 10Making of arctic luxur y 12Arctic Mother Nature 14Hand-picked arctic jewels 18The treasure map and the

ingredients of arctic liqueurs 24Process 26Gustav liqueurs 28Gustav vodkas 34Arctic desser t wines 40With or without 46Company facts 60Contact information 68

© Lignell & Piispanen All rights reservedV 03/2014

Lignell & PiispanenSiikaranta 20, 70620 KuopioTel. +358 (0)17 2614 [email protected]

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EST. 1852In 1852, Louis-Napoleon Bonapar-te enacted a new constitution in France, Britain’s Westminster pa-lace was brand new and a young Russian named Leo Tolstoi publis-hed his first novel. For our family, 1852 is of par ticular impor tance because it is the year our great-great-great-grandfather Gustav Ranin star ted the family business by purchasing the Crown Distiller y, founded in 1783 in the city of Kuopio by King Gustav III of Sweden.

Gustav Ranin’s legacy lives on in Lignell & Piispanen’s business.Ever since the day he took on the king’s distiller y, from generation to generation, from father to son, we have learned through expe-rience and increased our know-ledge with the goal of creating the world’s finest liqueurs, vodkas and wines from Mother Nature’s arctic splendour.

Welcome to our arctic legacy that is a mere 160 years young.

HARRI NYLUND, CEO6TH gENERATION mEmBER OF

gUSTAV RANIN

FROm A ROYAL DISTILLERY TO A FAmILY BUSINESS

gUSTAV III OF SWEDEN1746 – 1792

FOUNDED THE ROYAL DISTILLERY IN KUOPIO IN 1783.

gUSTAV RANIN1825 – 1896

FOUNDED OUR FAMILY BUSINESS IN 1852.PURCHASED THE KING’S ROYAL DISTILLERY IN 1859.

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HARRI NYLUND, CEOgREAT gREAT gREAT gRANDSON OF gUSTAV RANIN

The delicious, ripe berries of the arctic forests have been extracted into de-licious liqueurs for several centuries. This Scandinavian ar tisan tradition li-ves on in our family’s arctic liqueurs, made with extracts of pure, natural berries – and nothing else.

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 lit t-le challenges that necessitate a dash of innovation and humility – and per-haps a stubborn refusal to give up. Ever y 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: quality, craf tsmanship and a respect for ar tic nature.

FROm FATHER TO SON

Much advancement has been made over the course of centu-ries, and each generation has lef t its mark and added to our know-ledge. But there is one thing that has never changed: our family’s promise to make Arctic luxur y.

For us, this means a respect for the arctic wilderness, an ar tisan approach to its pure berries and a continuous ef for t to achieve bet ter and bet ter results; f lavours that highlight the four distinct seasons of the nor thern hemisphere.

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KEEPINg OUR PROmISE WITH EACH gENERATION

ARCTIC LUXURY LIQUEURS AND VODKAS

mAKINg OF ARCTIC LUXURY

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1. ARCTIC mOTHERNATURE


Scandinavia lives and breathes at Mother Nature’s pace. The ever-changing seasons bring about the dimly lit days of winter and the blan-kets of snow that tuck the forests into a peaceful slumber. Amidst the bo-ne-chilling breezes, life slows down, as if waiting for warmer times.

With the first rays of spring, ever y t-hing changes. Nature wakes up like never before to reveal ever y thing it stashed away for the winter.

Plants scut tle to grow, gaining energy from the never ending light of the midnight sun that turns even the tiniest of berries, tucked away in the marshes, into succu-lent delicacies.

Demanding as she may be, arctic Mother Nature is also pristine and ver y generous to her friends. Which is why Lignell & Piispanen’s products could never come from anywhere else.

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3 Am

mIDSUmmER SUN


15 Pm

2. HAND-PICKED ARCTIC JEWELS


Berries that have grown in the peaceful wil-derness of Scandinavia are true jewels of the arctic, luxur y 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 berr y 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 precious privilege. Handpicked from nearby forests, they remind us of an ecological, ethical way of think-ing and fur ther centuries old traditions while bringing a source of income and wellbeing to the inhabitants of surrounding areas.

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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 Nor th-ern Finland.

ARCTIC CRANBERRY [ Vaccinium oxycoccos, Vaccinium microcarpum ] Red, aromatic, berr y, somewhat dr y,

light, ver y acidic. Grows near Arctic Circle in Scandina-via and Russia.

BLUEBERRY [ Vaccinium myr tillus ] Blue, sof t, sweet, warm, light berr y f lavour, slightly acidic. Grows near Arctic Circle in Scandinavia.

3. TREASURE mAP


FACTORY

HAND-PICKING AREA

KUOPIO

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4. INgREDIENTS

5. PROCESS


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ARCTICLUXURYLIQUEURS

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ARCTICLUXURYLIQUEURS

ARCTIC BRAMBLE [ Rubus arcticus ] Ruby red, aromatic, devel-oped, blossoming, rich, fairly sweet, moderately acidic. One of the world’s rares berries grows in Nor thern Finland.

GUSTAV ARCTIC BRAMBLE LIQUEUR

The liqueur’s most impor tant raw material, the Arc-tic bramble, grows only in Nor thern Finland. Follow-ing tradition, we extract the essence of the ber-ries to create a flavour which can be compared to fruity chocolate. Arctic Bramble liqueur is good as an apéritif. Also tr y it with sof t-ripened cheeses and as a sauce over desser ts.

Gustav Arctic Bramble Liqueur 21% alc.vol. | Sugar: 310 g/| Colour: dark pink | Nose: aromatic, rich in arctic bramble aro-mas | Taste: Quite sweet, aromatic, round, full bodied, warm| Bot tles/case: 6 | Bot tle: 500 ml/ glass

CLOUDBERRY [ Rubus chamaemorus ]Golden yellow, fruity, aromatic, rich, moderately acidic.Grows near Arctic Circle in Scandinavia and Russia.

GUSTAV CLOUDBERRY LIQUEUR

The secret of this unique liqueur is the arctic cloud-berr y, which grows wild near the arctic circle. Dur-ing the shor t nor thern summer, the midnight sun gives the cloudberr y a uniquely clear f lavour. A rich, amber-coloured liqueur with a strong aroma is created, in which you can sense the aromas of wetland flowers, honey and apricots. Best on its own, but also good in various cocktails.

Gustav Cloudberr y Liqueur 21% alc.vol. | Sugar: 250 g/l | Col-our: golden yellow | Nose: fresh, cloudberr y | Taste: medium bodied, smooth | Bot tles/case: 6 | Bot tle: 500 ml/ glass

RASPBERRY [ Rubus idaeuss ]Red, sweet, aromatic, slightly acidic. Red or European raspberr y grows in Nor thern Europe.

GUSTAV RASPBERRY LIQUEUR

Wild raspberries grow in the immeasurable green forests of Finland. We pick the berries and extract the aromas using methods dating back hundreds of years. In this way we create a sof tly romantic and floral-scented liqueur with hints of rose - and raspberr y, of course. Goes well with espresso and dark chocolate; also excellent on its own or in cocktails.

Gustav Raspberr y Liqueur 21% alc.vol. | Sugar: 250 g/l Colour: red | Nose: clear raspberr y | Taste: medium-bodied, lightly acidic | Bot tles/ case: 6 | Bot tle: 500 ml/ glass

BLUEBERRY [ Vaccinium myr tillus ] Blue, sof t, sweet, warm, light berr y f lavour, slightly acidic. Grows near Arctic Circle in Scan-dinavia.

GUSTAV BLUEBERRY-RASPBERRY LIQUEUR

The brief but intense summer gives the nor thern Arctic blueberr y 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 re-sult is a lingering blueberr y f lavour even contain-ing hints of salty liquorice. Delicious straight from the bot tle with marmalades or with sof t-scoop ice cream. Tr y it warm as a hot toddy with honey and lemon.

Gustav Blueberr y-Raspberr y Liqueur 21% alc.vol. | Sugar: 290 g/l | Colour: dark red | Nose: berries, warm | Taste: full-bodied, well-balanced, smooth | Bot tles/case: 6 | Bot tle: 500 ml/ glass

ARCTIC CRANBERRY [ Vaccinium oxycoccos, Vaccinium micro-carpum ] Red, aromatic, berr y, somewhat dr y, light, ver y acid-ic. Grows near Arctic Circle in Scandinavia and Russia.

GUSTAV ARCTIC CRANBERRY LIQUEUR

Due to their qualities, wild arctic cranberries make for an excellent raw material for liqueur. We extract the berr y’s natural sweet and slightly tar t f lavours using the same methods as our predecessors in the 19th centur y. This liqueur has a strong person-ality containing aromas of apple blossom and red berries. Delicious on its own, chilled and to accom-pany liquorice and white chocolate, for example.

Gustav Cranberr y Liqueur 21%alc.vol. | Sugar: 290 g/l | Colour: bright red | Nose: fresh, cranberr y | Taste: medium bodied, acidic berries | Bot tles/ case: 6 | Bot tle: 500 ml/ glass

LINGONBERRY [ Vaccinium vitis-idaea ] Deep red, aromatic berr y, quite dr y, tar t and acidic flavor.

GUSTAV LINGONBERRY LIQUEUR

We extract delicious, aromatic f lavors of wild arc-tic lingonberries to produce a premium liqueur with a premium taste. Gustav Lingonberr y Liqueur has a sweet, tar t f lavor with a distinct character of cranberries and hints of cherr y. Delicious with cheeses and desser ts, but also as an aperitif.

Gustav Lingonberr y Liqueur 21% alc.vol. | Sugar: 288 g/lColour: red | Nose: berr y fragrance with a distinct character of berries, hints of cherr y and vanilla | Taste: sweet, tar t f lavor, hints of cherr y. Bot tles/case: 6 | Bot tle: 500 ml/ glass

ARCTICLUXURYVODKAS

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ARCTICLUXURYVODKAS

GUSTAV BLUEBERRY VODKA

Our skills in the distillation of quality vodka can be traced back to the 19th centur y. Our predecessor Gustav Ranin set about mak-ing vodka with the conscientiousness of an ar tisan. This vodka is made by refining that ver y same ar tisan skill, and its strong aro-matic range is impressive both as schnapps and a digestif. The taste is enriched by a nuance of genuine arctic blueberr y, which we extract to flavour our vodka in a way that would make Mother Nature proud.

GUSTAV BLUEBERRY VODKA 40% alc.vol. | Sugar:15 g/l | Colour: clear | Nose: aromatic | Taste: sof t, blue-berr y | Bot tles/case: 6 | Bot tle: 700 ml/ glass

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 sof t and aromatic vodka with a delicate hint of grain using the same professional skills. Great as schnapps, even ice-cold, and in cocktails.

GUSTAV VODKA 40% alc.vol. | Sugar: 2 g/l | Colour: clear | Nose: delicate grain | Taste: dr y, sof t | Bot-tles/case: 6 | Bot tle: 700 ml/ glass

ARCTICLUXURYDESSERT WINES

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ARCTIC BRAMBLE [ Rubus arcticus ] Ruby red, aromatic, de-veloped, blossoming, rich, fairly sweet, moderately acidic. One of the world’s rares berries grows in Nor thern Finland. Hand-picked in the arctic wilderness.

MESI FORTIFIED WINE

The for tified berr y wine is a concentrated form of Finnish skills with berries and alcohol right down to the last drop. The Arctic bramble, which only grows in the far nor th, can be tasted in this sof t wine, packed with berries. This bright pink for tified wine is excel-lent lightly chilled with cheeses and desser ts. Also good for giving various cocktails a boost.

Mesi For tified Wine 15% alc.vol. | Sugar: 140 g/ l Colour: redNose: berries, delicately spiced | Taste: warm, sweet | Bot-tles/case: 6 | Bot tle: 750 ml/ glass

CLOUDBERRY [ Rubus chamaemorus ]Golden yellow, fruity, aromatic, rich, moderately acidic.Grows near Arctic Circle in Scandinavia and Russia.Hand-picked in the arctic wilderness.

LAKKA CLOUDBERRY FORTIFIED WINE The cloudberr y, which grows wild and free, gains its aroma from the clean swamps of Finland where the sun caresses the berries with its long rays almost all day long. We manufacture this for tified wine, scent-ed with honey and cloudberr y jam, upholding ar ti-san traditions over 160 years old. Lakka is suitable for cocktails and is good with sof t cheeses.

Lakka Cloudberr y 15 % alc.vol. | Sugar: 200 g/l | Colour: golden yellow | Nose: cloudberr y | Taste: full-bodied, sweet | Bot tles/case: 6 | Bot tle: 750 ml/ glass

ARCTICLUXURYDESSERT WINES

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Whether you prefer aromatic liqueurs, smooth vodkas or fine wines, you can enjoy any Gustav product in beautiful cocktails – or simply as is. In cocktails, the pure, natural f lavours of Gustav products are best paired with other high-quality ingredients to form a re-fined, pleasing combination.

Make a drink, raise a toast, throw a par ty, catch up with an old friend, indulge in fine dining or dance the night away. What-ever your fancy, let Arctic Luxur y sweep you of f your feet.

Each Gustav product contains a secret ingredient that brings a feeling of joy and warmth to the person holding the glass. The se-cret is Arctic Luxur y.

WITH OR WITHOUT

ARCTIC LUXURY TASTE

ARCTIC CRUSTA

2 CL GUSTAV ARCTIC BRAMBLE LIQUEUR2 CL COGNAC2 CL LEMON JUICE1 CL SUGAR SYRUPFRESH BOYSENBERRIESANGOSTURA BITTERSGLASS: 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.

FORESTJULEP4 CL GUSTAV ARCTIC BRAMBLE LIQUEUR1 CL GOMME SYRUPBRANCH OF FRESH MINTDASH ANGOSTURA BITTERS

MUDDLE MINT LEAVES, GOMME SYRUP, AND ANGOSTURA BITTER IN A GLASS. FILL THE GLASS WITH SHAVED OR CRUSHED ICE. TOP WITH MORE ICE AND GARNISH WITH A MINT SPRIG.

BUBBLY LAPLAND2 CL L&P MESI DESSERT WINE1 CL GUSTAV ARCTIC BLUEBERRY VODKAFEE BROTHERS PEACH BITTERSSPARKLING WINE OR CHAMPAGNEGLASS: CHAMPAGNE GLASS

GARNISH: CLOUDBERRIES, LEMON, LIME, ORANGE

MEASURE THE INGREDIENTS INTO A GLASS AND GARNISH.

2 CL GUSTAV ARCTIC VODKA1 CL GUSTAV ARCTIC BLUEBERRY VODKA1 CL GUSTAV ARCTIC BRAMBLE LIQUEURDASH 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.

gUSTAV mARTINI

COmPANYFACTS

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BRAND CORE

ARCTIC LUXURY SINCE 1852

NATURAL, ARCTIC BERRIES

FAMILY AND TRADITIONSCRAFTSMANSHIP

UNIQUE FLAVOUR AND DESIGN

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BRAND´S TARgET AUDIENCE

CONSUMERS WHO APPRECIATE PREMIUM

QUALITY

ENVIRONMENTALLY AWARE CONSUMERS

CONSUMERS IN LARGE METROPOLITAN CITIES

CONSUMERS INTERESTED IN CULTURE, FASHION AND

DESIGN

25 TO 39 YEAR OLDS

COmPANY25 EMPLOYEES

TURNOVER 8,0 M€

DOMESTIC 70%

EXPORT 30%

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CAPACITY

NEW PRODUCTION FACILITIES WERE OPENED IN 2013. THE NEW SITE INCREASES OUR CAPACITY TO 5 MILLION LITRES.

2012 2013

MILLION LITERS / YEAR

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2

3

4

5

SIGNIFICANT CUSTOMERS

DOMESTIC

IN FINLAND, OUR RETAIL PARTNER IS THE GOVERNMENT-OWNED ALCOHOL MONOPOLY ALKO OY, WHICH 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 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, LITHUANIA, UK, GERMANY, AUSTRIA, SWITZERLAND AND 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.

HEAD OFFICELignell & PiispanenSiikaranta 2070620 Kuopio, Finlandtel. +358 (0)17 2614 [email protected]

MANAGING DIRECTORMr Harri Nylundtel. +358 (0)44 585 [email protected]

EXPORTS AND DUTY-FREE:Mr Ant ti HynninenExpor t Managertel. +358 (0)400 772 031ant [email protected]

PRODUCTIONSiikaranta 2070620 Kuopio, Finland

PRESS INQUIRES/SALES ASSISTANT:Mrs Dorothea Väisänentel. +358 (0)44 722 [email protected]

CONTACTS

WWW.LIGNELLPIISPANEN.FI

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

WWW.LIGNELLPIISPANEN.FI

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