Diwisa AG

Diwisa AG, formerly Diwisa Distillerie Willisau SA, is a Swiss producer and marketer of spirits and beverages headquartered in Willisau in the canton of Lucerne. The company traces its origins to 1918, when the young Hans Affentranger founded a sole proprietorship for the production of spirits, liqueurs and syrups. Over more than a century the family business grew into one of Switzerland's leading spirits companies, operating what it describes as one of the most modern distilleries in Europe. It produces its own spirits in Willisau and also distributes a wide range of third-party brands for the Swiss on-trade and retail markets. Diwisa's best-known proprietary product is Trojka vodka, which the company identifies as its strongest-selling brand, alongside Trojka Energy. Its own production also includes fruit brandies under the Distillerie Willisau label, Xellent vodka and gin, Marito verde, Goldwaescher whisky, Landtwing fruit brandies and Karibso White Peach liqueur. In addition, Diwisa acts as general importer for numerous international brands in Switzerland, including Jägermeister, Sierra Tequila, Russian Standard, White Claw, fritz-kola, Stroh Rum and Arizona. The company serves both the hospitality sector and retailers, offering services such as promotions, sales support, cost-optimisation consulting, trend advice and staff training. According to Wikipedia, Diwisa is active in 15 countries and generated revenue of around 100 million Swiss francs in 2019 with roughly 100 employees. It remains privately held and family-influenced: following a management buy-out in 2014 and a further succession step in 2018, Adrian Affentranger became majority shareholder and chairman, with René Gloggner joining the board. In May 2023 the company shortened its name from Diwisa Distillerie Willisau SA to Diwisa AG.

The history of Diwisa begins in 1918, when Hans Affentranger, then twenty years old, founded a sole proprietorship in Willisau for the production of spirits, liqueurs and syrups. This laid the foundation for what would become one of Europe's most modern distilleries. The fruit brandies and other spirits from Willisau quickly gained popularity beyond the region and became fixtures in restaurants and at celebrations. After ten years the business was expanded: land purchased from the Korporation Willisau was used for a new building with a residence, cellar, distillery and other facilities. In 1946 the sole proprietorship was converted into a joint-stock company named Distillerie Willisau, Aktiengesellschaft Hans Affentranger. A year later, Hans Affentranger jun. took over the management. In 1965 Hans Affentranger jun. died in an accident. Shortly afterwards, Rolf Studer, the brother of his widow Heidy Affentranger, joined the management. Andreas Affentranger, son of Hans Affentranger jun., subsequently took over the management. In 2004 René Gut became chairman of the board of Diwisa Distillerie Willisau AG. A significant ownership transition occurred in 2014, when Adrian Affentranger (not related to Andreas Affentranger) took over the majority of shares and the management through a management buy-out as part of succession planning. Andreas Affentranger continued to support the company as chairman of the board. In May 2018, Andreas Affentranger withdrew completely from the chairmanship. He transferred his remaining voting shares, representing 52 percent of voting rights, to Adrian Affentranger and René Gloggner. Adrian Affentranger became chairman as majority shareholder, and René Gloggner joined the board; Gloggner had already been a member of management for ten years, responsible for strategic and operational leadership. Internationally, the company founded drinkdirect GmbH in November 2011 to manage distribution of its products in Germany. According to Wikipedia, Diwisa is active in 15 countries and in 2019 generated revenue of around 100 million Swiss francs with roughly 100 employees. Effective 1 May 2023, the company changed its name from Diwisa Distillerie Willisau SA to Diwisa AG. Throughout its history the company has combined traditional craft with innovation, and it describes itself as the market leader in the production and distribution of spirits in Switzerland.

• 2023

  Company renamed from Diwisa Distillerie Willisau SA to Diwisa AG effective 1 May.

• 2018

  Andreas Affentranger retires as chairman; transfers 52% voting shares to Adrian Affentranger and René Gloggner.

• 2014

  Adrian Affentranger takes over majority shares and management through a management buy-out.

• 2011

  drinkdirect GmbH founded in November to manage distribution in Germany.

• 2004

  René Gut becomes chairman of the board of Diwisa Distillerie Willisau AG.

• 1965

  Hans Affentranger jun. dies in an accident; Rolf Studer joins management.

• 1947

  Hans Affentranger jun. takes over management.

• 1946

  Converted into a joint-stock company named Distillerie Willisau, Aktiengesellschaft Hans Affentranger.

• 1928

  Business expanded with a new building including residence, cellar and distillery on land bought from Korporation Willisau.

• 1918

  Hans Affentranger founds a sole proprietorship in Willisau for the production of spirits, liqueurs and syrups.

Leading Swiss company for beverage and spirits brands, combining traditional craft with innovation and high technology; serves on-trade and retail with own production and imported brands.

• Trojka vodka

  Flagship vodka brand and the company's best-selling product.

• Trojka Energy

  Energy drink brand.

• Distillerie Willisau fruit spirits

  Fruit brandies produced by the company.

• Xellent vodka and gin

  Premium vodka and gin brands.

• Marito verde

  Spirits product.

• Goldwaescher whisky

  Whisky brand.

• Landtwing fruit brandies

  Fruit brandy line.

• Karibso White Peach liqueur

  Liqueur product.

• Imported brands (Jägermeister, Sierra Tequila, Russian Standard, White Claw, fritz-kola, Stroh Rum, Arizona)

  Diwisa acts as general importer for these brands in Switzerland.

1. 1DIWISA AG official websitediwisa.com
2. 2Geschichte · DIWISA AGdiwisa.com
3. 3Über uns · DIWISA AGdiwisa.com
4. 4Unser Team – Lerne die DIWISA Mitarbeiter kennen · DIWISA AGdiwisa.com
5. 5Diwisa Distillerie Willisau – Wikidatawikidata.org
6. 6DIWISA AG – Wikipedia (German)de.wikipedia.org