{"id":27894,"date":"2026-03-31T15:25:40","date_gmt":"2026-03-31T13:25:40","guid":{"rendered":"https:\/\/expressionumea.se\/?p=27894"},"modified":"2026-03-31T15:25:44","modified_gmt":"2026-03-31T13:25:44","slug":"from-vannasby-to-export-lorries-from-brannland-iscider","status":"publish","type":"post","link":"https:\/\/expressionumea.se\/en\/fran-vannasby-ut-pa-export-lardomar-fran-brannland-iscider\/","title":{"rendered":"From V\u00e4nn\u00e4sby to export - lessons from Br\u00e4nnland Iscider"},"content":{"rendered":"<p><strong>Nobody asked for ice cider. The experts laughed. Systembolaget said no. Yet today, Br\u00e4nnland Iscider is served in three-star restaurants around the world and at Nobel banquets. When Andreas Sundgren visited eXpression Ume\u00e5's networking lunch, he shared the lessons behind the journey.<\/strong><\/p>\n\n\n\n<p>On 20 March, cider master and entrepreneur Andreas Sundgren visited eXpression Ume\u00e5 for a networking lunch on internationalisation and business development. During the lunch, he shared his journey from a failed cider project in the basement of Br\u00e4nnland to an export product that reaches markets far beyond Sweden. Here are his key principles.<\/p>\n\n\n\n<p><strong>Play the ball where it lies<\/strong><br>Andreas wanted to make wine, but there are not many vineyards around Ume\u00e5. He tried to make French cider - but Swedish apples have the wrong characteristics for that. The solution was not to give up, but to ask himself: what do I actually have, and what can it be? The answer was ice cider. Not because that was the plan, but because that was what the raw material from V\u00e4sterbotten was best at. Don't adapt reality to your idea - do the opposite.<\/p>\n\n\n\n<p><strong>The market's 'no' is not an answer to the future<\/strong><br>Distributors and buyers can only tell you what has already worked. If you bring something genuinely new, they will almost always say no - not because the idea is bad, but because they lack a frame of reference. One of the distributors who said no in the most unpleasant way later went bankrupt. Listen to the market, but don't let it have the last word.<\/p>\n\n\n\n<p><strong>Aim high right away - and start where it matters<\/strong><br>Once the product was ready, Br\u00e4nnland prioritised the most demanding buyers: the top restaurants in Stockholm. The staff in these places take products out into the world, and guests ask questions at the next restaurant they visit. A Swiss distributor got in touch after drinking ice cider blind in London. Find your focal point - where your target audience is most attentive - and start there.<\/p>\n\n\n\n<p><em>The networking lunch was organised by eXpression Ume\u00e5 within the framework of Kreativa Norrland, in collaboration with RISE and the Ume\u00e5 region, co-funded by the European Union.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Nobody asked for ice cider. The experts laughed. Systembolaget said no. Yet today, Br\u00e4nnland Iscider is served in three-star restaurants around the world and at Nobel banquets. When Andreas Sundgren visited eXpression Ume\u00e5's networking lunch, he shared the lessons behind the journey.<\/p>","protected":false},"author":3,"featured_media":27895,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[664],"tags":[],"eu-finansiering":[933],"artikeltyp":[627],"class_list":["post-27894","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-livsmedel-och-gastronomi","eu-finansiering-ja","search-category-artikel","artikeltyp-guider"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fr\u00e5n V\u00e4nn\u00e4sby ut p\u00e5 export \u2013 l\u00e4rdomar fr\u00e5n Br\u00e4nnland Iscider - eXpression Ume\u00e5<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/expressionumea.se\/en\/from-vannasby-to-export-lorries-from-brannland-iscider\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fr\u00e5n V\u00e4nn\u00e4sby ut p\u00e5 export \u2013 l\u00e4rdomar fr\u00e5n Br\u00e4nnland Iscider - eXpression Ume\u00e5\" \/>\n<meta property=\"og:description\" content=\"Ingen fr\u00e5gade efter iscider. Experterna skrattade. Systembolaget sa nej. \u00c4nd\u00e5 serveras Br\u00e4nnland Iscider idag p\u00e5 trestj\u00e4rniga krogar v\u00e4rlden \u00f6ver och p\u00e5 Nobelbankett. 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