Olvi

In 1993 Sonkari merged with Olvi. Olvi experimented in the juice industry through Sonkari Oy, whose share capital was transferred into Olvi’s possession during the 1980s. Sonkari’s name was changed to Kesäpäivä, meaning 'summer day'. The juice industry did not live up to expectation so it was given up a couple of years later.

In 1996 Olvi acquired a 15 percent share in AS Tartu Ölletehdas and in the following year the company was completely transferred into Olvi's possession together with its subsidiary, Saare Ölu.

In 1997 Olvi revolutionises beer sales by launching the first original 6-pack in Finland for OLVI III medium strength beer (at the time called OLVI Special).

Similar situation is attempted with the new beer brand Bisse, which contains less alcohol and so it is taxed less and therefore the price is also lower, however, the Finns did not enjoy the 'mild' beer.  

In 1998, Olvi celebrated its 120th anniversary with the launch of a new beer brand called Olvi CXX in Roman numerals to honour the significant milestone. The launch is successful, by far the most successful beer launch in Finland in the last 20 years.

The name Olvi CXX is altered to OXX at the beginning of year 2000. The name remains until the end of 2003. Olvi acquires FIZZ cider brand and surrenders possession of Chymos-juomat Oy. Olvi is listed on the main list of the Stock Exchange (earlier in OTC list since 1987) and launches its "Don't take it seriously"-advertising campaign. The campaign lasted until 2004, when it was superseded by "the Finnish parlour game" campaign.

In April 1999 Olvi acquired a majority share in the Latvian A/S Cesu Alus Company and in September a minority share in Lithuanian AB Ragutis Company.

Olvi revolutionises the cider product group by launching the world’s first light cider, FIZZ Light Perry. At the end of the year the first 12-pack was launched in Finland without foreseeing that after that the beer market would never be the same again. Initially the products sold in 12-packs were model 3 x 4 bottles containing CXX Millennium Edition and FIZZ Millennium Cider. Olvi subsequently introduced model 2x6 bottle 12-packs which were yet another first in the Finnish market.

In 2000, Olvi’s share of ownership in AB Ragutis Company increases to just over 50 %.  AB Ragutis becomes a subsidiary of Olvi. 2000 was a year of investment for Olvi when the Company’s gross investment totalled MEUR 23.1.

In 2002 Olvi become the only Finnish brewery to have retained its independence since the 19th century. The company responds pro-actively to changes in competition and its original Finnish character is being slowly cultivated as a competitive advantage. Olvi retains its domestic market position in its major product groups, namely, beers, ciders and mineral waters. 

Olvi Group’s position is also further strengthened in the Baltic States. The company aligned itself with the prevalent retro trend through the launch of a series of soft drinks called Honolulu and Mombasa, which was augmented in 2003 with Rio Grande.  The design and layout of the soft drink labels were based on Olvi’s own labels from the 1950s and 1960s. The products sold well at the points of sale where they were available and made an excellent return for the company. However, the novelty of their charm quickly wore off and the series was discontinued in 2004.   

2003 was Olvi’s jubilee year – the brewery commemorated its 125 years with work and large-scale events, including a visit fromPresident Tarja Halonen in January 2003.

Olvi’s logo was also renewed. The barrel design in its various forms has been Olvi’s logo since 1947. It was originally created by designer Marko Salonen from PHS Advertising Agency. While the traditional barrel was retained, and its use increased, it was modernised and streamlined and made more Finnish. The logo became timelessly tasteful and classically striking without being boring.

In honour of the jubilee year Olvi Festive Beer 125 was launched as a tasty special beer with an alcohol content of 6 % vol. to be added to the selections of Alko and restaurants.  In the autumn, Palm Long Drink was also launched, which was the most expensive long drink available in Alko. Palm’s story lasted until 2007, when it was replaced by A. Le Coq’s GIN Long Drink.

Olvi’s subsidiary, AS A. Le Coq, acquired possession of the capital stock of Estonian OÜ Finel Company. OÜ Finel is wholly-owned by Estonian beverage company, AS Ösel Foods, which manufactures juices, mineral waters and vitamin-enriched soft drinks.