Exhibiting at HRC London 2025 (Hotel, Restaurant, Catering)

Lonkero is a London-based premium alcoholic beverage brand specializing in gin- and vodka-based long drinks, inspired by Finland’s original “lonkero” (meaning “long drink”). Known for its refreshing ready-to-drink (RTD) canned cocktails, Lonkero merges Scandinavian authenticity with British craft beverage innovation, targeting a rapidly growing market of modern, convenience-seeking alcohol consumers across the UK and Europe.

History and Brand Origins

Launched in the UK by entrepreneur Joe Harris, Lonkero was founded to bring a taste of Nordic simplicity and heritage to Western consumers. The idea originated from Finland’s iconic long drink tradition—originally developed for the 1952 Helsinki Olympics—which blended gin and grapefruit soda into a light, easy-to-drink cocktail.

Lonkero took this nostalgic beverage concept and infused it with high-quality British spirits, eco-conscious packaging, and bold branding. From humble beginnings as a niche importer, the brand has grown into a popular name across retail shelves, festivals, and cocktail bars.

Core Product Portfolio

Lonkero focuses on ready-to-drink alcoholic cocktails in a variety of clean, citrus-forward flavors:

• Gin-Based Long Drinks:

  • Original Gin & Grapefruit: A nod to the Finnish classic
  • Gin & Cranberry: A fruitier twist on the original

• Vodka-Based Long Drinks:

  • Vodka & Lime: Crisp, zesty, and crafted for versatility

• Seasonal and Limited Editions:

  • Rotational flavors including Gin & Blood Orange, Vodka & Elderflower

All drinks are packaged in sleek 330ml recyclable cans, with an ABV of approximately 5.5%, and are gluten-free and vegan-friendly.

Unique Selling Proposition (USP)

Lonkero’s distinct advantages in the beverage sector include:

• Nordic Heritage Appeal: Leverages the popularity of Scandinavian wellness and minimalism in its branding and formulation.
• Premium Yet Accessible: Crafted with British gin and vodka, using natural fruit extracts, yet competitively priced.
• Ready-to-Drink Convenience: Perfectly portioned for on-the-go occasions, picnics, and casual social settings.
• Eco-Conscious Packaging: Uses 100% recyclable cans and commits to minimal environmental impact through its supply chain.

This combination of quality, heritage, and ease positions Lonkero as a rising star in the RTD category.

Financial and Market Performance

Though financial data remains private, industry sources and distributor feedback suggest:

• Annual Volume: Estimated over 250,000+ cans sold in 2023
• Retail Footprint: Available in over 500 UK locations, including specialty alcohol shops, online retailers, and independent grocers
• Growth Rate: Estimated 60%+ YoY growth, fueled by increased demand for RTD cocktails post-COVID

The brand has secured shelf space in both traditional retail and digital DTC platforms, helping broaden its reach to millennial and Gen Z demographics.

Export and Distribution

Lonkero is expanding its presence internationally:

• Export Markets: Ireland, Netherlands, Finland, Germany, and Australia
• Distribution Channels:
  • National wholesale beverage suppliers
  • Online retailers (Master of Malt, Not On The High Street)
  • Foodservice and hospitality outlets (bars, cafés, pop-up events)

The company works with logistics partners for ambient shipping and cold-chain support during summer campaigns.

Target Market

Lonkero appeals to a diverse yet niche consumer base:

• Young professionals and festival-goers
• RTD cocktail enthusiasts seeking unique flavor profiles
• Scandinavian expats and travel-savvy consumers familiar with original lonkero
• Hospitality operators looking for high-quality canned alcohol with strong branding

Its portability, lower alcohol content, and clean flavor attract health-conscious drinkers and those avoiding high-ABV spirits.

Manufacturing and Production Capabilities

Lonkero beverages are manufactured in partnership with a UK-based bottling and canning facility equipped with:

• High-capacity filling lines for canned alcoholic beverages
• Automated labeling and shrink-wrapping systems
• Quality control labs for flavor and consistency testing
• Custom batch production for limited releases

Their production system allows for rapid scaling and easy adaptation of seasonal flavors.

Certifications and Compliance

Lonkero products adhere to strict compliance and labeling regulations in the UK and EU:

• HMRC Approved Alcohol Producer
• UK Duty-Paid Alcohol Compliance
• Labeled with vegan-friendly and gluten-free certification
• Fully compliant with UK Food Information Regulations (FIR) and EU Alcohol Labeling Standards

These certifications ensure transparency, safety, and international market access.

Customer Testimonials

Lonkero has received strong praise from both retail partners and end consumers:

“It’s refreshing and nostalgic—exactly what I remember from Finland, but better.”
— Finnish Expat, London

“A summer essential. The grapefruit one is the perfect cooler for BBQs and picnics.”
— Retail Buyer, Craft Drinks Outlet

“We’re seeing great repeat sales. Customers love the flavor and branding.”
— Shop Manager, East London Off-Licence

Major Achievements

• Featured in The Spirits Business and The Drinks Report as an RTD innovator
• Sold out product runs during London Cocktail Week and Field Day Festival 2023
• Partnered with UK national distributors for extended on-trade penetration
• Launched first export container to Finland in 2023
• Introduced QR-enabled can packaging for digital engagement campaigns

As the global thirst for convenient, premium, and authentic alcoholic beverages grows, Lonkero stands out by merging cultural tradition with modern beverage innovation and purposeful branding.