Latvian premium gin brand “Hedonya” continues its strategic growth by investing more than €250,000 in product development while simultaneously expanding its retail presence across the Baltics. By summer, the company plans to ensure the availability of its ready-to-drink (RTD) cocktails in all major retail outlets in the region, significantly increasing the brand’s accessibility. A key milestone in this development is the brand’s international recognition — winning the “Ready-to-Drink (RTD) of the Year” award at the “London Spirits Competition,” where “Hedonya” competed alongside brands from more than 30 countries. Products in this competition are evaluated based on taste, quality, price, and packaging, highlighting the brand’s ability to compete at a high international level.
Growing interest in the gin category in the Baltics
“Hedonya” gin is already available in several international markets, including the Netherlands, the United Kingdom, and Malta, where it is sold online. Meanwhile, its ready-to-drink cocktails are currently available in physical retail locations across Latvia, Lithuania, and Estonia, marking an important stage in the brand’s development.
This expansion in Baltic retail has been carried out alongside investments exceeding €250,000, strengthening the brand’s regional position and laying the foundation for further growth.
Demand for gin and gin-based beverages in the Baltic region continues to grow rapidly, outpacing other beverage categories. Since 2019, the global gin market has grown by approximately 25% in volume.
“In Lithuania, we see strong openness to new products and a broader audience willing to try new flavors and formats. In Estonia, the gin category is one of the strongest and most in demand, while in Latvia we observe steady growth and increasing interest in premium segment beverages. Therefore, the logical next step was to offer products physically in retail stores,” says Oskars Brediks, Chairman of the Board of “Hedonya.”
As demand increases, the company plans to expand production capacity. Currently, gin production capacity reaches approximately 100,000 liters per year, with plans to increase it by 200% by the end of the year. Meanwhile, ready-to-drink cocktail production exceeds 3 million units annually.
By 2027, “Hedonya” plans to introduce new cocktails, continuing to expand its product range and ensuring the brand remains engaging and relevant for customers. Development of new products is already underway, forming the basis for the next growth phase.
Exports as a strategic direction
Exports are one of the key pillars of “Hedonya’s” development strategy. Currently, exports account for approximately 20% of total sales, but the company aims to reverse this ratio by the end of 2027, with 80% of production sold in international markets.
“From the very beginning, ‘Hedonya’ was not built as a purely local brand — exports are our strategic goal. Winning the ‘RTD of the Year’ award at the London Spirits Competition is highly significant for us, as it demonstrates that our product can compete internationally with major brands not only in taste but also in quality, price, and packaging. This gives confidence both to us and to our partners abroad,” emphasizes Oskars Brediks.
Currently, “Hedonya” RTD cocktails are physically available in the Baltic countries, while its gin is already sold beyond the Baltics — including in the Netherlands, the United Kingdom, and Malta. At the same time, the brand continues to expand internationally, with distribution agreements already secured in Poland, Germany, Asia, and the Spanish island of Ibiza.
