Grans Brewery

Lore & Background

Grans was established at Grønli in Sandefjord in 1899 as Sandefjords Bryggeri og Mineralvannfabrikk. Its first Chairman was Anton F. Klaveness and its first manager was Reidar Due. Peder Bugge Bull became a major shareholder in 1903. After Bull sold his shares in 1949, Guttorm Gran took over all stocks and renamed the brewery Sandefjords Bryggeri.

In 1966, Guttorm Gran took his brewery out of the Norwegian Brewers & Soft Drank Association and renamed the brewery Grans Bryggeri. The organization responded with a nationwide boycott of Grans products. The brewery established its own grocery store chain in 1982 and later formed a distribution deal with REMA 1000 in the spring of 1996.

As of 1996, the brewery operated 36 stores and its beer was sold only through REMA 1000 and its own stores; it did not deliver to bars or restaurants. The brewery became a family company in 1969. Guttorm Gran died in 1979, and his son Guttorm Gran Jr. took over in 1989. Gunnar Olav Hildrum served as brewmaster and brewery manager from the late 1960s until his retirement in 2003.

Reader's Guide

Grans Brewery's significance lies in its independent path within the Norwegian beverage market. By leaving the brewers' association in 1965, it faced a boycott but gained the freedom to compete outside its designated sales area, eventually becoming a popular and affordable alternative. Its decision to distribute exclusively through REMA 1000 and its own stores created a unique retail model that bypassed traditional bar and restaurant channels. The brewery's focus on soft drinks and mineral water, which make up the majority of its production, has been a key part of its identity.

As of 2020, it is the fifth-largest brewery in Norway, and its products are widely available in the Oslo Fjord region and throughout the country. The brewery also began exporting beer to Denmark in 2012. The long tenure of the Gran family in management, from Guttorm Gran Sr. to Guttorm Gran Jr., and the later partnership with Reitangruppen, have shaped its steady growth and distinctive market position.