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Helvítis Boli X BBQ sauce

7. July 2025

The Hellish Chef cooked up 666 liters of Bola X with all sorts of ingredients. The result is a really delicious, juicy sauce that is available in selected stores until it runs out. Now you can really give yourself Hellish time at the grill this summer!

Other news

3. March 2026

Collab collaborates with Grammy-winning artist and global star Laufey

Collab proudly presents an exciting new collaboration with Grammy-winning artist and global star Laufey. To celebrate the partnership, Laufey has developed a unique new flavor for Collab that will be released in a limited edition. The idea for the collaboration came after Laufey visited Iceland. For her, it is important to work with brands that have a strong connection to Icelandic culture. “One of the first things I do when I return home to Iceland is jump into a store and buy a Collab. It was a great pleasure for me to work with Collab and have the opportunity to create my own flavor from scratch. I wanted to create something that reflects my artistic world, and I hope people can experience my music packaged in a can,” says Laufey about the collaboration. Strawberry and matcha The inspiration for the collaboration comes from the dreamy and romantic world Laufey has created, which is reflected both in the flavor itself and in the product’s specially designed visual identity. “Laufey chose to work with flavor notes she especially loves — strawberry and matcha. The colors used in the campaign and on the can are also inspired by this flavor universe,” says Vaka Njálsdóttir, Brand Manager for Collab. The collaboration launches at the same time as Laufey prepares for a major concert at Kórinn in Kópavogur, where she will perform for Icelandic fans at what is expected to be the biggest concert event of the year. Demand for the concert has been high, and it is clear that her homecoming will be a true musical celebration. “We are incredibly proud of this new collaboration, and it has been fantastic to work with Laufey and her team on developing the product. With this launch, we’re able to bring Collab fans a new drink where a fresh flavor and a dreamy world come together to create a strong and cohesive experience for consumers,” Vaka adds. The new flavor will arrive in stores on March 3 and will be available both with and without caffeine. “This collaboration is part of Collab’s strategy to work with creative individuals who have a clear voice and a strong connection with their fans.”

3. March 2026

Andri Þór Guðmundsson takes on new role, runs for board

Jón Þorsteinn Oddleifsson and Óli Rúnar Jónsson to lead Bera and Ölgerðin. Andri Þór Guðmundsson, who has served as CEO of Ölgerðin Egill Skallagrímsson Ltd. (now Bera Ltd.) for more than two decades, has decided to make a change. He will step down as CEO, run for the board of Ölgerðin’s parent company Bera, and offer himself as candidate for chairman. In addition, Andri Þór will take on specific projects with emphasis on growth opportunities for the company. Jón Þorsteinn Oddleifsson has been hired as CEO of Bera and Óli Rúnar Jónsson as managing director of Ölgerðin. Jón Þorsteinn has served as CFO of Bera for the past few years, and Óli Rúnar as director of marketing. These changes will take effect as of 1st March. “There are exciting times ahead! When Ölgerðin became a subsidiary of Bera, I detected certain opportunities for change and high-impact growth for the company. I discussed my idea of stepping down as CEO and running for the board with chairman Bogi Þór Siguroddsson at the next general meeting. He encouraged me to take over from him as chair and to take charge of specific extensive projects, which, for example, concern future development of Bera’s overseas operations and business development with emphasis on external growth. With these changes we are shifting into flight mode, greatly strengthening the company and moving full speed ahead towards a prosperous future,” remarks Andri Þór Guðmundsson, outgoing CEO of Bera. Bogi Þór Siguroddsson, chairman of the board of Bera and the company’s single largest stakeholder, considers this to be a sensible step, now that the company has reached a certain turning point. “With the change in emphasis when Ölgerðin became a subsidiary of Bera, I thought it was right for Andri Þór not only to join the parent company’s board, but also to take over as chair and lead the operations ahead. The company is in a superior position and will grow even stronger with a new focus, an offensive marketing mindset and the promising ideas that are on the table,” comments Bogi Þór Siguroddsson, chairman of the board of Bera. Bera Ltd. is listed on Nasdaq Iceland and is the parent company of several operating companies. The conglomerate’s estimated turnover will be close to ISK 60 billion (USD 49 million) in the next fiscal year with a combined number of 600 employees. At the company’s stakeholder meeting on 26th February, it was agreed to change the name of Ölgerðin to Bera and that all of the company’s operations, which concern production and sale of beverages, would be transferred to the subsidiary now known as Ölgerðin Egill Skallagrímsson. The transfer of the business unit to Ölgerðin is scheduled for 1st March 2026. Following these changes, the operating companies Ölgerðin, Kjarnavörur, Gæðabakstur, Collab Export, Iceland Spring, Danól and Mýrar real estates will be sister companies under Bera, which will provide them with support services. Bera was the name of Icelandic saga hero Egill Skallagrímsson’s mother. It has a clear historic connection with Ölgerðin Egill Skallagrímsson.