Astra Wines Oy’s Domestic Business to Transfer to Norex Selected Brands Oy on 1 July 2026 

Astra Wines Oy’s domestic business will transfer to Norex Selected Brands Oy on 1 July 2026. The arrangement strengthens Norex’s position in the Finnish alcoholic beverage market and complements the company’s portfolio with several high-quality wine brands. At the same time, it provides Astra Wines’ producers, brands, and customers with a strong, capable, and long-term commercial platform in the Finnish market.

The personnel associated with Astra Wines Oy’s domestic business will transfer to Norex Selected Brands Oy in accordance with the principles of a transfer of business, retaining their existing employment terms and conditions. Astra Wines Oy will continue its current travel retail business under the leadership of Johanna Lohivesi.

Norex Selected Brands Oy is a Finnish family-owned company founded in 1981, operating broadly across the Finnish alcoholic beverage market in the retail, restaurant and wholesale channels, as well as in travel retail. The company is led by CEO Tomas Lönnberg, representing the second generation of the family business. More information: www.norex.fi

Astra Wines Oy is a Finnish family-owned company founded in 2014, which has established its position through strong market insight, a high-quality producer portfolio, and the ability to identify and develop wines suited to Finnish consumer preferences. Astra Wines will continue to be led by its founder and CEO, Johanna Lohivesi. More information: www.astrawines.fi

The transaction is based on the companies’ shared view of the Finnish wine market, a common value base rooted in family entrepreneurship, and a shared understanding of how producers, brands, and above all customers can best be served in a changing operating environment. The objective is to ensure smooth business continuity for customers, producers, partners, and employees throughout the transition period. Any practical technical changes will be communicated separately well in advance of the transfer taking place on 1 July 2026.

”Our goal is to grow in the Finnish market in a controlled and long-term manner. Astra Wines’ domestic business is an excellent addition to Norex’s portfolio and strengthens our ability to serve our customers even better. At the same time, this creates new opportunities for the brands transferring from Astra Wines’ portfolio and for the producers behind them. We are extremely pleased that this arrangement is coming to fruition.”
Tomas Lönnberg, CEO, Norex Selected Brands Oy

“The market has changed rapidly in recent years, and we have wanted to ensure that the producer brands we represent, as well as our own brands, have the best possible conditions for success in the future as well. We see Norex as an excellent partner for this purpose — a strong, capable, and long-term operator in the Finnish market. I am very pleased that our producers, our brands, and our employees will have a good home at Norex going forward.” 
Johanna Lohivesi, CEO, Astra Wines Oy 

Norex and Astra Wines are united by an entrepreneurial spirit, a family business culture, strong market insight, and a shared appreciation for high-quality products, producers, and long-term brand building in the Finnish market. 

Further Information 

Tomas Lönnberg 
CEO 
Norex Selected Brands Oy 
050 354 3210 
tomas.lonnberg@norex.fi 

Johanna Lohivesi 
CEO 
Astra Wines Oy 
050 547 9993 
johanna.lohivesi@astrawines.fi