Minttu

Minttu was originally developed by Chymos based on an idea by Alko. Alko had received a sample batch of American peppermint liqueur at a trade fair in Italy in 1986. The Americans had had an idea to develop a new, unique and exotic product, and so it had to be developed in the Nordic countries, which were seen as a cold, far away place. The Americans also wanted the beverage to be clear in colour and have the word "schnapps" in its name. The alcohol content of the beverage had to be 100 proof, meaning 50 percent. Thus the new product would stand out among the peppermint liqueurs on the market. Alko was not interested, but it offered Chymos a possibility to develop a beverage suited to the Finnish taste, which would also suit the Americans.[1]

The new product was developed quickly and presented to the Americans, who accepted it. The engineers at Chymos would have wanted a round bottle which would have been efficient to produce, but the marketing department got their way with their wish for something more special: Minttu was packaged in a rectangular bottle called a "piece of plank". The surface of the bottle was designed with a connotation to ice, to give an image of the cold Nordic countries. The label was designed by Chymos's graphic artist Aimo Vuorinen.[1]

The first setback came when the first shipload of Minttu arrived at the United States. Part of the cargo was clear as it should be, but another part had been coloured yellow during the shipment. Chymos got a crushing negative feedback, and cooperation with the Americans ended before it had even really started. The Americans did manage to sell off the yellow-coloured batch, and even at a higher price. They explained to the customers that the yellow liqueur was of an "older vintage" and thus more expensive.[1]

The reason for the yellow colour was revealed by laboratory experiments to have been iron-influenced water from Lappeenranta. The problem was solved when Chymos started using distilled water.[1]

Marketing Minttu next targeted tax-free areas in Europe in both Germany and Austria, especially in the area around the Alps. Marketing the beverage especially targeted skiing centres. The sales were helped by the strong alcohol content and that the alcohol could hardly be tasted. There was a jocular saying that drinking Minttu refreshed one's breath and made one's behaviour polite.[1]

Minttu entered the Finnish market in the early 1990s, and its reputation elsewhere in Europe helped boost its sales right from the start. This caused pressure in production, as the bottling capacity of the "piece of plank" was limited. At the most intense phase, bottling Minttu caused work in two, sometimes even three, shifts per day. There was also a suggestion to replace the rectangular bottle with a round one, but the marketing department did not agree with the engineers' demands.[1]

In 1993 Salmiakki Koskenkorva became a competitor for Minttu, but not a major one, as the target audiences were different. The press wrote about problem situations with young drinkers and heart disease patients because of the common effect of alcohol and ammonium chloride (salmiakki). Salmiakkikoskenkorva was withdrawn from the market, and there was also pressure towards Minttu. However, Alko decided to continue selling Minttu, but its alcohol content was lowered from 50 to 40 percent. In connection, the word "schnapps" on the label was replaced with "liqueur". This caused sales of Minttu to drop and the beverage dropped to the category "normal alcoholic drinks". Later sales of Minttu concentrated on skiing centres also in Finland.[1]

In 2009, production of Minttu moved to Pernod Ricard, which has been developing the product family. The packaging has also been renewed by replacing the frosty design of the bottle with a smooth bottle.[1]

The Minttu product line includes three different flavours: Minttu Peppermint with either 40 or 50 percent alcohol, salmiakki-flavoured Minttu Black Mint[2] and chili-flavoured Minttu Chili Mint with 35 percent alcohol each.

Minttu has established its position both in the Nordic countries and in the Baltic countries. In Finland Minttu Peppermint has been one of Alko's best selling products for as long as Alko has been keeping a list. In 2013 the beverage was at position 13 in the category "other strong drinks".[1]