Drinking Culture

On a cold winter evening, that first sip of Kossu is simply part of the ritual for many Finns. The glass is already frosted over before a single word is spoken about the evening ahead.

„Kippis!“ means cheers in Finland, typically raised with a small, ice-cold glass of Kossu straight from the freezer. Vodka is almost always drunk neat, never over ice, which would only dilute it.

Even before the ready-made mixture existed, bars in Finland were already stirring vodka with salty Tyrkisk Peber licorice candies by hand. This tradition later gave rise to Salmiakki Koskenkorva on a commercial scale.

Just how seriously the state took this issue became clear with the ready-mixed Salmiakki Koskenkorva. Alko launched the black, salty licorice-flavored drink in 1990. It sold so well that the very same alcohol authority banned it again shortly after. It was pulled from shelves between 1993 and 1995 before eventually returning.

To this day, Alko remains the only retailer allowed to sell stronger alcoholic beverages in Finland; smaller shops may only sell weaker beers and mixed drinks. Opening hours are also strictly regulated, with stores closed on Sundays and many public holidays.

Advertising for high-proof alcohol is heavily restricted in Finland; you won't find Kossu on billboards or supermarket shelves. If you know the brand, you know it through your own social circle, not through some marketing campaign. This fits a distinctly Finnish, understated approach to strong alcohol, free of grand gestures or loud toasts, whether at the kitchen table or out in public.