What’s a Finnish Long Drink, and why are marketers toasting it?

Finland, which was recently named the world’s happiest country for the fifth year in a row, could be exporting more cheer to U.S. drinkers this year. Two new interpretations of the country’s national cocktail, a gin-based soda known as the Finnish Long Drink, are receiving big pushes from U.S. marketers who see it as a potential breakout star in a booming market for alternative adult beverages. More from Ad Age April 5: Retail and e-commerce leaders explore latest marketing trends How in-store music can play a role in retail media networks What's next for media retail networks amid explosive growth Boston Beer Co., the brewer of Sam Adams whose Truly brand became a shooting star in the emerging hard seltzer category, says it will be putting $10 million behind Bevy Long Drink, a malt-based version of the fruity cocktail. A rival known as The Finnish Long Drink Co. will spend “even more” on its eponymous brand, which is a spirit-based ready-to-drink cocktail, an executive said. Both brands are approaching the opportunity using off-beat humor and imagery associated with Finland—its long summer days, icy weather, and reputation for happiness as reflected in rankings from the World Happiness Report, an annual review based on Gallup World Poll data and scores in measures like life expectancy, GDP per capita and social support. The Finnish Long Drink campaign, which breaks today, comes from agency Technology, Humans and Taste. The ads, which feature a jolly long-haired bartender, are part of a “long story” that will reveal itself over a series of spots set to run throughout the year. Details in the initial ad—like a painting depicting bears hung behind the bar—are “Easter Eggs” that will come into play in forthcoming spots, said Daniel Mandelbaum, VP of marketing for the brand. The media buy includes YouTube, streaming TV and social media. Another ad called “Censored” shows the bartender, naked and approaching an ice-fishing hole. As he dips a toe into the water and pops the top of his drink, the dark circle obscuring his privates shrinks by half. Bevy’s new ad, which broke earlier this month and was produced by agency TBWA\Helsinki, depicts “Finnish Summers”—a pool party around an ice fishing hole and golfing on frozen tundra. It can be seen on digital channels and linear TV with placements during the NCAA basketball tournament and the NHL playoffs, of which Boston Beer is an official sponsor. “Back in 2014, the theme for the Eurobest awards hosted in Helsinki was ‘Honesty—Invented In Finland’ which I still look back with pride as transparency and the ability to laugh at oneself truly are in-season in marketing now,” Juha-Matti Raunio, brand lead for TBWA\Helsinki, said in a Bevy press release. “What makes me grateful and extremely proud is the opportunity to ’export’ these traits and values in our work with great international and U.S. clients like the Boston Beer Co., who share the mindset and immediately saw what we could bring to the table.” Remarkably, ads for both brands include a nearly identical shot. The Long Drink Co.’s bartender whips his wet hair, which freezes mid-flight; the Bevy Long Drink ad shows a woman removing a woolen scarf that’s frozen into its shape. According to Nielsen IQ figures, The Finnish Long Drink generated about $9.65 million in sales in 2021, growing by 153%. “That captured people’s attention—I think it also captured Boston Beer’s attention,” Benj Steinman, president of beer trade publication Beer Marketer’s Insights, said. Still, Steinman sees Long Drink as a “niche within a niche,” noting its sales account for about 1% of a ready-to-drink cocktail business in which leading brands—Gallo Winery’s High Noon and Anheuser-Busch InBev’s Cutwater Spirits—control about 50% between them. Mandelbaum is careful not to describe Long Drink as a passing fad, however. It has endured in Finland since 1952 when it was commissioned as a drink to celebrate the world’s attention as Helsinki hosted the Summer Olympic Games. The brand was soft-launched in the U.S. in 2018. The term “long drink” refers to the large amount of mixer in it. The original drink is made of gin and grapefruit soda but neither company has chosen to describe their product quite that way. Bevy “blends citrus flavors with wild juniper berries,” for a refreshing malt beverage. The Finnish Long Drink describes itself as “made with real liquor and sparkling citrus,” although it includes gin. According to Mandelbaum, this word choice reflects sensitivity to consumer attitudes toward gin, which is considerably less popular with U.S. drinkers than vodka or whiskey. “Gin can be polarizing for some. That's why we talk about real liquor,” he said. Hartwall Original Long Drink—imported from Finland by the Danish brewer Royal Unibrew—by contrast celebrates its gin base in cans whose designs emphasize the “GIN” in Original. That brand launched in some U.S. markets in 2020 and is now available in 10 U.S. states and Washington, DC, according to its website. Other trends are more promising. The loosening of COVID restrictions is drawing consumers back to bars, and “on-premise is where brands are born,” Mandelbaum said. “If we want to be successful off-premise, it’s critical that we succeed on-premise.” Hartwall’s press materials cite data projecting the ready-to-drink cocktail market would grow volumes by 72% in the U.S. between 2019 and 2024. Consumers have also become more receptive to canned cocktails, Mandelbaum argued, citing convenience, consistency and flavors that are bolder and less sugary than their seltzer-based cousins. “People in general love bartender-quality drinks, but they don’t want to be bartenders themselves,” he said. “Doing that is messy, it involves a lot of ingredients, and sometimes the outcome is not what you desire. Today, I feel RTD goes beyond convenience. It's about flavor and taste. It’s about high quality, less sugary, natural ingredients to deliver a more elevated experience.” The Long Drink also has eyes on cultural relevancy and counts celebrity investors including the actor Miles Teller, the DJ Kygo, and pro golfer Rickie Fowler. Will Finnish Long Drink make an effort to distinguish itself from others in the space? “I don’t think we need to,” Mandelbaum said. “We have a broader perspective, which is to become part of culture and be something that people can all enjoy. If you go back to the premise of why the Long Drink was created, it was so that everyone and anyone could enjoy the drink. That’s what we're going for.”

What’s a Finnish Long Drink, and why are marketers toasting it?

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