The Board of Directors sets Umida Group’s strategy and oversees the company. The management team runs day-to-day operations.
Umida Group is run by a management team with experience from global FMCG companies and from building its own brands.
Chief Executive Officer
Filip has more than 15 years in sales and marketing, including roles at L’Oréal and Treasury Wine Estates, and 12 years running his own business development consultancy for the wine and spirits industry. He is a trained sommelier and has been a board member of Guldkula Champagne since 2021.
Head of Marketing
Tiffany has ten years of international experience in brand strategy for food, beverage and lifestyle, mainly in London. She has led consumer PR, managed marketing for Whole Foods Market and built the community for WeWork.
Chief Financial Officer
Aron is responsible for finance, reporting and business planning across the Group.
Head of Operations
Fatih has 20 years of experience in manufacturing, covering purchasing, logistics and production planning. Most recently he was Division Manager for purchasing and logistics at Sanmina Corporation, one of the world’s largest electronics manufacturers.
The Board is elected by the Annual General Meeting and sets Umida Group’s strategy and long-term direction.
Chairman of the Board
Mats has more than 20 years of experience in strategic marketing, sales and concept development, working with brands such as ABSOLUT, Disney, Electrolux and Ericsson. He founded and led three communications agencies, co-founded the property company Arlandastad Holding and today runs his own consultancy.
Member of the Board
Peter has spent most of his career in the drinks industry. He has served as CEO of Maxxium, Prime Wine Group and the brewery Nils Oscar, and earlier as Senior Brand Manager at Rémy Cointreau. He has also worked as a management consultant and interim CEO, focusing on business development and change management. Peter studied at the School of Business, Economics and Law in Gothenburg.
Member of the Board
Fatih is also Head of Operations at Umida Group. He has 20 years of experience in manufacturing, most recently as Division Manager for purchasing and logistics at Sanmina Corporation.
Member of the board
CEO of Umida since 2020. Filip led the launch of the KISS spirits portfolio and created the energy drink brand Joluca. He has managed the acquisition of Ekobryggeriet, the divestment of JÄRN and several capital raises.
Umida Group AB (”Umida” eller ”Bolaget”) meddelar att Joluca denna vecka lanserar smaken Pomegranate & Blood Orange i fast sortiment genom centrala listningar hos Coop
Umida Group AB (publ) fortsätter att stärka distributionen för Joluca Elektrolytes. Efter en framgångsrik exklusiv lanseringsperiod hos Apoteket AB blir produkterna från den 1 oktober
Pressmeddelandet är en sammanfattning av Delårsrapporten januari – juni 2026. Delårsrapporten är bifogat i detta pressmeddelande samt tillgänglig på Umidas hemsida, www.umidagroup.com ANDRA KVARTALET 2026
