Malmö Gin Collection

From standout launch to a growing portfolio

Malmö Gin launched in 2022 and quickly made its mark. In 2023, volume grew by approximately +73%, driven by strong market traction and the introduction of new variants: Malmö Navy Gin, Malmö Pink Gin, and Malmö Hantverksgin. The broadened portfolio nearly doubled total Malmö sales at Systembolaget compared to the launch year.

In 2024, sales volume stabilized - still clearly above the 2022 baseline - setting the stage for the next step: Malmö Gin Collection, a curated tasting kit launched in 2025 as part of a continued portfolio strategy..

Our role

  • Long-term partner since 2017
  • Brand & portfolio strategy
  • Packaging design for all Malmö Gin SKUs
  • Naming & range structure
  • Packaging for Malmö Gin Collection (launch 2025)



Year Key milestone Growth YoY
2022 Original launch of Malmö Gin -
2023 +73 % growth in volume (flagship) Nearly double sales overall
2024 Valume plateaued at high level Still above 2022
2025 Launch of Malmö Gin Collection Ongoing growth strategy



Why it worked

  • Clear market positioning from day one
  • Strong visual and verbal identity with local relevance
  • Modular packaging system scaled across new SKUs
  • Thoughtful portfolio design based on category and behavioral insights
  • Collection kit = smart step in premium sampling & portfolio expansion


From a single product to a full system, Malmö Gin evolved into a complete, scalable brand with emotional depth and commercial logic, now ready to grow even further with the Malmö Gin Collection.



Things we’ve done:




  • Label design