From a viral phenomenon into a new product


How do we nail down Jaloviina’s spot among rye bread and salt liquorice as the true travel companion among Finn’s around the world?


By actually taking a barrel of Jaloviina around the world. Back in 2018, Tapio Lehtinen was about to take part in the Golden Globe Race — a sailing competition where the participants raced around the world without stopping along the way and using only equipment used in the original race back in 1968.

We hooked Tapio up with a travel companion, his own Wilson so to say — a barrel of Jaloviina. A travel partner so unique, we believed that the media would be interested about it. In addition, we made a limited edition product inspired by the adventure of Mr.Lehtinen.


Altia is a leading Nordic alcoholic beverage brand company operating in the wines and spirits markets in the Nordic countries, Estonia and Latvia. Jaloviina is one of the brands of Altia. 


Earned media 1 244 433€ with 0€ media budget.

This limited edition was sold out during second half of 2019.

1 244 433€

PR Value

jallu matkaaja square 2 copy copy
jallu matkaaja square 2

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