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Wine and spirits brand house Anora has made a €5 million investment in Ish, taking a 26% stake in the Danish non-alcoholic beverage company. Founded in Copenhagen, Ish offers a broad portfolio of non-alcoholic spirits, wines and ready-to-drink beverages. Since 2018, the company – which employs 17 people – is said to have doubled its sales every year. The new partnership will see Anora distribute Ish’s products in Norway, Sweden and Finland. The investment will enable Ish to accelerate its international growth. Anora’s support will also allow Ish to expand its sales and marketing capabilities and drive forward new product launches. “Ish is a forward-thinking innovator with an impressive track record. It is great to partner with a company that is also driven by such a strong purpose, just like we at Anora,” said Anora’s CEO, Pekka Tennilä. “Non- and low-alcohol beverages is an important and growing category for us, and we’re very excited to ambitiously continue building the category together.” Morten Sørensen, founder of Ish, said: “When I started Ish about four years ago, as one of the first movers in the non-alcoholic category, it was with the purpose of making it easy to be a mindful drinker. By teaming up with Anora, who understands this purpose, we can get our products in the hands of many more consumers and that makes me happy.” CEO Peter Bruun added: “This new partnership manifests our position as a leading non-alcoholic brand in the Nordics and provides additional strength to our international expansion in Europe and North America”. Anora’s minority shareholding in Ish can be diluted to 20% over the next couple of years.