September 22, 2025
Anthon Berg elevates iconic chocolate bottle range to accelerate growth
A strategic relaunch includes upgraded design, improved consumer value perception, extended spirit partnerships and strengthened sustainability efforts
With a presence in more than 60 markets globally, Toms Group is intensifying its international focus with the strategic relaunch of Anthon Berg’s iconic chocolate bottles filled with premium spirits.
The relaunch includes upgraded design, improved consumer value perception, extended spirit partnerships and strengthened sustainability efforts. The initiative is part of a long-term plan to grow Anthon Berg’s share in the global premium chocolate segment, particularly within gifting and hosting occasions.
Jens Egelund Jakobsen, Head of International Marketing, explained. “We see significant untapped potential in the global gifting segment where shoppers are looking for something a little special. In our case distinctive chocolate bottles with premium liquor fillings. This is not just a product refresh – it is a strategic investment in our international growth.”
Three hand-packed collections – with the global market in mind
The variety and fame of partner brands are key to consumers and with this launch Anthon Berg reinforces the selection and introducing the iconic spirit brands Malibu and Kahlúa in more sizes.
Overall, the redesign offers an upgrade in both quality and design, enhancing shelf standout through range cohesiveness, while retaining clear identities for three curated collections: Signature Collection, Cocktail Collection and Single Malts Collection.
Impact on global shelves and beyond
The number of pack sizes will increase, offering retailers a wider selection – from 4 to 26 bottles – including 4 travel retail exclusive variants.
The launch also brings strong sustainability improvements through the removal of plastic windows from our iconic tube boxes, while the classic giftboxes will reduce cardboard use – all still displaying the Rainforest Alliance-certified cocoa logo.
Tim Lund Sydtoft, Travel Retail Director, commented, “This range has been on a plus 100-year growth journey, and we are reinforcing it to a market that increasingly values characterful products, commercial flexibility and up to date sustainability. Our goal is to deliver a hand-packed experience that will excite shoppers from Tokyo and Toronto.”
