Anthon Berg unveils premium design and refreshed strategy to boost GTR

Danish chocolate liqueur brand Anthon Berg, owned by Toms Group, is embarking on a relaunch designed to elevate its position in the global premium chocolate segment. The initiative, unveiled at this year’s TFWA World Exhibition & Conference in Cannes, brings a refreshed packaging direction, expanded spirits range and stronger sustainability commitments, all aimed at accelerating its growth in travel retail.  

“We’ve been making these little premium chocolate bottles of spirits for at least 101 years, so this is a long story of collaboration with a number of famous spirit brands,” says Jens Egelund Jakobsen, Head of International Marketing.  

Among Anthon Berg’s long-standing brand partners are Kahlúa, Malibu, Rémy Cointreau, Matusalem Rum, Licor 43 and Southern Comfort, with Cointreau featuring in Anthon Berg advertising as far back as 1924. This heritage of partnership sits at the heart of the brand’s new creative strategy with its signature liqueur filled bottles featuring prominently on new packaging.  

Premiumization and value

The relaunch comes at a pivotal moment for the confectionery industry, as cocoa prices continue to rise, prompting brands to reassess their value propositions. “Cocoa pricing has become very expensive,” Jakobsen notes. “That means the consumer starts to question: is this pack of chocolate or gift worth it?”

Anthon Berg’s answer is a strategic move to add value without increasing prices. “It’s an offensive move in a market where many brands are reducing pack sizes or cutting corners. We want to offer the consumer better value for the same price.”

The new packaging reflects this focus on quality. It features embossed details, tactile finishes and refined graphics to communicate a heightened sense of craftsmanship and indulgence. Each pack has been designed to tell a richer story – about the brand, its spirit partners and the social moments the chocolates inspire.

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Expanding appeal

The updated portfolio retains Anthon Berg’s three core travel retail collections: Signature Collection, Cocktail Collection and Single Malts Collection, each carrying its own distinct visual identity. The Cocktail Collection, in particular, taps into younger audiences, according to the brand’s market research. Jakobsen says customers are seeking accessible cocktail experiences through bestsellers such as Piña Colada, Vodka Mule, Lemon Drop, Mojito, Cosmopolitan and Espresso 43. “We are looking to expand in Asia and the Americas, while Europe remains good business for the travel retail channel,” he explains.  

Range cohesiveness has been enhanced, with a stronger shelf presence and broader retail flexibility. Retailers can choose from pack sizes ranging from 20 to 26 bottles, including four travel retail exclusive variants, due to roll out globally from April 2026.

Sustainability at the core

Sustainability is another key pillar of the relaunch. The brand has removed plastic windows from its iconic tube boxes and reduced cardboard use across its gift ranges – all while maintaining certification from the Rainforest Alliance for its cocoa sourcing.

“This is not just a product refresh, it’s a strategic investment in our international growth,” says Jakobsen. “We see significant untapped potential in the global gifting segment, where shoppers are looking for something a little special. Distinctive chocolate bottles with premium liquor fillings meet that need perfectly.”

Through this refreshed positioning, Anthon Berg aims to bottle social moments, offering travelers a premium, sustainable and emotionally resonant gift that bridges the worlds of chocolate and spirits with the brand’s elevated new look.