Case Sinebrychoff: Securing the flow of drinks and cash

The oldest industrial brewery in the Nordic countries

Starting point

People’s wildly different personal tastes challenge beverage houses to come up with new, original tastes and concepts for ciders, beers and long drinks as well as energy, wellness and soft drinks. There are changes that Sinebrychoff has to react to: the beverage can levy ended, recycling was extended to plastic bottles, the alcohol tax was raised, consumer segments have become even more fragmented, customers such as retailers and restaurants are more demanding.

Objective of cooperation

Vectia was engaged to help Sinebrychoff to prepare for changing times by identifying change forces and uncertainties and to create possible scenarios and their implications. The project included assessing and analyzing Competitive Arenas, finding relevant Must-Win Battles, as well as creating a strategy and business model, including support for strategy execution.

Results and business impacts

Sinebrychoff’s CEO Pekka Tiainen rejoices: “The strategy process resulted directly in a list of to dos, a schedule for execution by responsible persons. We now have a credible three-year business plan!” The strategy process at Sinebrychoff engaged the whole personnel. “We now get spontaneous opinions and initiatives. We already have concrete and realistic cost-saving initiatives from our personnel. Understanding, engagement and cooperation between functions is better,” says mr. Tiainen.