Holiday Issue 2021

23 Dec20520 When thinking of luxury, the finest drink is one of the first things on the table. Many search the world for their dream beverage, only to find that most of them come from the same place. We take a look at the team behind the Umida Group, a leading voice when it comes to quality in the drinks industry. In 2020’s LUX Global Excellence Awards, the team were named as the Most Innovative Alcoholic Beverage Company – Stockholm, so we thought it was time to discover why. The way in which we drink is changing. The attitude of “no-and-low” has transformed the alcohol industry into one which embraces quality over quantity. Many have found drinking different spirits and wines to be a pleasure in and of itself, and leaders in luxury have taken the opportunity to produce products that are really special. When it comes to the creation of these delectable drinks, there’s no group more fit for the task than the Umida Group. Drawing together four incredible forces inn Stockholm’s beverage industry, the team have a historic record of tantalising tastebuds in every respect. What draws every member of the group together is a commitment to innovation and quality, as well as an environmentally conscious approach that is designed to appeal to the artisan consumer. Every bottle bought, every glass emptied is a vision of excellence from this amazing team. It has garnered understandable international attention, with an approach that is maintained by careful quality control. Through the various parts of the group, the teams are able to produce, bottle, sell and distribute both their own brand and external clients’ brands in innovative and environmentally friendly packaging solutions. From the first piece of wheat to the first slip and satisfied sigh, you can be assured of the ultimate experience. Making up the Umida Group are its incredible subsidiaries Götene Vin & Spritfabrik AB, Vinfabriken Sverige AB, Cefour International AB and Brands For Fans. Each has their own specialism that brings delights to beverage connoisseurs. Götene Vin & Spritfabrik are some of the region’s leading prdoucers of wine and spirits, selling directly to top- drawer restaurants throughout Stockholm and beyond. Drinks Up Vinfabriken Sverige AB has made its name in the production of flavours in a bottle. With an astonishingly varied range that comprises mulled wines, ciders, gin and a large number of interesting wines, there’s something for everyone who enjoys a good drink. Needles to say, their work is the beating heart of the Umida Group as it provides the incredible innovation for which the team have become renowned. When it comes to producing new flavours, new blends and new products, this part of the group is not only first in line, but leading the way across the industry. Brands For Fans works directly with marketing circles to create beverages that can be sold alongside leading artists. They have an incredible record of expertise, working with people like Ghost, HammerFall, In Flames, Jonas Åkerlund, Motörhead, Mustasch, Plura, Rammstein, Slayer, Status Quo and, of course, the Sweden Rock Festival. With a reach that is international in every way, the way that Brands For Fans works means that artists and drinks producers has allowed us to reach both the rock audience as well as drink-aficionados. Finally, with an eye on the future, and perhaps the most significant part of the Umida Group, Cefour International sells and distributes beverages bottled in specially designed, practical and ready to drink disposable glasses made from shatterproof and recyclable plastic. With a solution that works everywhere, from events catering through to the hotel industry, there’s an incredible demand for their work that is matched only the skill with which they produce it. Put together, the Umida Group is key to the future success of the drinks industry. Far from just a triumph in Stockholm, the team’s work has brought them incredible success around the globe. Here at LUXlife, we celebrate that success now, and look forward to what is to come in the future.