F.C. Copenhagen and PARKEN replace global spirits supplier with local Danish partner

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Although the transfer window has yet to open, things are far from quiet around PARKEN and F.C. Copenhagen.

We can today report that Denmark’s largest venue, PARKEN, is changing its long-standing spirits supplier. The British drinks group Diageo, known for brands such as Smirnoff, Baileys and Johnnie Walker, is being replaced by the Danish company Strandgaarden.

The shift means that visitors will in future be able to enjoy Danish spirits brands such as Bornholm Spirits and CPH Vodka at concerts, football matches and other events at the stadium.

"Bornholm Spirits has been operating at full capacity in recent weeks to keep up with rising demand for its gin"

Kasper Ryttersgaard Jacobsen, CEO and owner of Strandgaarden, says the scale of PARKEN makes the partnership particularly significant:

“With more than one million visitors annually, he highlights the value of both exposure and “brand in hand” visibility. He notes that The Weeknd will soon perform at the venue, with more than 100,000 guests expected in June alone — a scale that, in his words, translates into substantial demand behind the bars.”

Bornholm Spirits, he adds, has been operating at full capacity to keep up with production of gin in recent weeks.

He also points to shifting consumer preferences, with growing demand for organic products, Danish brands and sustainability, while stressing that taste and brand strength remain decisive in certain categories. According to him, the breadth of Strandgaarden’s portfolio was key in securing the agreement.

The range will include brands such as GOAT Gin from Bornholm Spirits, CPH Vodka and Ponyhof. Strandgaarden also holds distribution rights for international labels including Three Sixty Vodka, Le Tribute Gin and Conte Camillo, alongside alcohol-free options via the Monin syrup range.

"Strandgaarden brings a nuanced understanding of evolving consumer trends"

Mikkel Grove Lindsted, Commercial Director at F.C. Copenhagen, adds:

“We gain access to a broad and modern assortment featuring both strong and well-established Danish and international brands.

At the same time, Strandgaarden brings a strong understanding of new consumer trends and innovations in new categories, which many of our fans and visitors are seeking today.”

The agreement has already taken effect and runs until the summer of 2029. It is exclusive within the spirits segment. Carlsberg remains, of course, the main supplier of beer and soft drinks.