Category Archives: Södermanland

Pink Your Drink Gala Dinner - 24th October 2015 - Tickets on sale now

by Ylva

Pink Your Drink began in 2011 by local entrepreneur, Ylva Binder from Åkers styckebruk, SWEDEN. Her vision is to build a platform to raise the profile of women within the global spirits industry, whilst raising money for breast cancer.

For the past four years, Ylva has been arranging a global female bartender competition. This year 8 countries will partake in the global final on her home turf in Åkers styckebruk.

Earlier competitions have been held at world-renowned bars such as New York’s Dead Rabbit Grocery and Grog (World’s Best Cocktail Menu – 2015 Spirited Awards), London’s Callooh Callay and London Cocktail Club, and Stockholm’s Björk Bar, amongst others.

This year we will also screen the ‘Women Behind Bars’ documentary, which has been filmed and edited during the past year. It features some of the top professionals in the drinks industry who talk about the challenges and benefits of being a woman in the industry.

Women Behind Bars also tackles some uncomfortable issues that professionals are reluctant to talk about, such as healthcare, late hours and harassment that females face working behind a bar. The documentary aims to reveal the real story of life working behind bars for women.

The film has been generated by renowned journalist and freelance Pepi Sappal (Wall Street journal and FT) and is her first film documentary after 20+ years as a business journalist.

The owner and founder – Ylva – experienced discrimination during her pregnancy and this is a topic she frequently debates and brings up to highlight differences between sexes.

Only since 2007 has it been possible to a woman to be a bartender in India, and yet it is a rare sight and one which PYD wants to bring to the limelight and educate, showcase and hopefully lobby for a better equality.

The industry is not only a male dominated sector in regards to the people working within it, but also the way the larger suppliers target consumers. Packaging and communication tends to be for a male audience.

Women Behind Bars will be premiered on 23rd October in Akers styckebruk, Sweden. If you are interested in attended, please email


Ylva has generated a brand behind PYD called RHUBY. A female targeted liquid with a lower ABV, pink in colour and bottled in what many refer to as a giant perfume bottle. In taste it is fresh, mature and light. It is ‘summer in a bottle’, according to some of the consumers.

Together with the sale of RHUBY and PYD, the aim is to collect and donate as much money as possible to fight cancer. As long as Ylva is in the driving seat, this strategy will not change.

Global brands spend millions on their marketing. Ylva wants to be able to donate these sums as the brand grows and becomes bigger.

The aim of the global gala in Åker this year (150 seats) is to donate in excess of £10,000 for the fight against cancer in one single evening.

The dinner will be made from local produce grown by nearby organic manufacturers, and the team working the floor and kitchen, will be working for free to help generate the maximum amount of funds to fight breast cancer.

Some highlights of the evening:

Miss Universe, Yvonne Ryding, a good ambassador for female entrepreneurship  will open the gala evening.

Liselott Hagberg give a quick presentation about the support the  government gives to power Sodermanland to become Sweden’s best county for food and beverage producers.

Tommy Ekman and George Nemeth who wrote the song “Running on broken glass” – that will be performed live during the evening.

The music is inspired by the moving backdrop to a wonderful woman – Tiina Magnusson. Tiina in place during the evening and provides a background to this great project during dinner.

PYD founder Ylva Binder will provide a background for her global ambitions of becoming a major contributor to and for women.

Nick Woodward flown in from the UK provides stand-up with the theme on the chest. All material is written exclusively for this initiative.

Live music from Sanja Streuli and its producer – her husband Bengt Streuli – embellish an already magical evening.

The food served comes from a local female entrepreneur – Emma Hjelm – and accompanied by cocktail pairings from 8 of the world’s best female bartenders.

Over the course of 2015, more than 200 international female bartenders struggled to come to Akers styckebruk Södermanland. 12 countries have sent their contributions but only 8 countries and the 8 finalists will be selected to shake their cocktails in Akers styckebruk.

For more information or ticket information contact

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Categories: Female entrepreneur Pink Ribbon Pink Your Drink Rhubarb Liqueur Rhuby Södermanland Uncategorized Ylva Binder

Tags: female entreprenuer Jolene Cadwell Pink Your Drink PYD 2015 Sweden Ylva Binder

Off-trade news Sweden

by Emma

Rhuby entered nationally in the Swedish Systembolaget June 1st 2013. With great sales figures Rhuby jumped up in distribution, starting with presence in 25 % of the stores Rhuby  got 70 % distribution from December 1st 2013.

Recent news gives Rhuby the pleasure of staying at 70 % distribution the following months and we are hoping that the sales continues to grow.


Categories: Berntson Brands Pink Your Drink Rhubarb Liqueur Rhuby Södermanland Systembolaget Ylva Binder

Tags: Berntson Brands Pink Your Drink Rhubarb Liqueur rhuby Systembolaget Ylva Binder

Rhuby at Skvaderdam

by Emma

Our beloved Tommy Isaksson has been out and about with the student Crowd – ensuring he is in with the ladies. Rhuby partook in the event Skvaderdam – a party held at Uppsala University. We can always count on that Tommy does a great job for Rhuby.

At the Pink Your Drink cocktail competition in Stockholm 2013, he was surrounded with lots of ladies working the event. Gossip has told us he was given some special kind of coffee by the bartenders Elsa Holmberg and Jolene Cadwell that made sure he could keep up with all the things happening. We are grateful for everything he does for us and with a true passion for the spirit industry he is a great guy to have on the team.

Categories: Berntson Brands Female entrepreneur Pink Ribbon Pink Your Drink Rhubarb Liqueur Rhuby Södermanland Ylva Binder

Tags: Berntson Brands female entreprenuer Pink Your Drink 2014 Rhubarb Liqueur rhuby Skvaderdam Ylva Binder

Production and bottling hall

by Emma

Rhuby has taken the first steps for being able to produce and bottle its rhubarb liqueur. Nowadays Rhuby uses the services of a third party to blend and bottling.

Finding the perfect spot has taken some time and now its official that founder Ylva Binder is buying the old station house in the small village Åkers Styckebruk. The station will be refurnished in the next couple of months to suit the needs of the company.


Categories: Female entrepreneur Pink Ribbon Pink Your Drink 2014 Rhubarb Liqueur Rhuby Södermanland Ylva Binder

Tags: female entreprenuer Pink Your Drink Pink Your Drink 2014 Rhubarb Liqueur Ylva Binder

Feature in Dagens Nyheter

by Emma

Rhuby has been making ground in Sweden and thanks Dagens Nyheter – Swedens largest Daily newspaper in Sweden for the wonderful feature.

The article came out March 11th, the birthday of founder Ylva Binder. She got a nice welcome at the Arlanda airport when she took an early flight to the US for a couple of meetings – as stated by her 3 states in three days where a bit of a challenge.

Categories: Dagens Nyheter Female entrepreneur Pink Your Drink Rhubarb Liqueur Rhuby Södermanland Ylva Binder

Tags: Berntson Brands Dagens Nyheter female entreprenuer Pink Your Drink Rhubarb Liqueur rhuby Ylva Binder

New rhubarb fields

by Emma

As the brand grows Rhuby needs to expand the rhubarb fields. The founder of Rhuby enjoys the fact that  her own rhubarbs is being used in the making of her liqueur. All rhubarbs comes from the vicinity both self grown and collected from farmers in Södermanland.

100 new plants has been bought and planted, now we need to wait and see if they like their new spot.

Categories: Female entrepreneur rhubarb Rhubarb Liqueur Södermanland Strängnäs Ylva Binder

Tags: female entreprenuer Rhubarb Rhubarb Liqueur rhuby Ylva Binder

Officially Swedish

by Emma

Rhuby started off 2011 in United Kingdom always with future planes of moving back to Sweden. Now the step of becoming a fully Swedish company has been made – going from a Limited to the true origins.

Founder of Rhuby nowadays runs her company from her childhood village Åkers Styckebruk, with ingredients and production in the vicinity.

Categories: Female entrepreneur rhubarb Rhubarb Liqueur Rhuby Södermanland Ylva Binder

Tags: female entreprenuer Pink Your Drink Rhubarb Liqueur rhuby Sweden Ylva Binder

Strängnäs Julmarknad

by Emma

December 14th, Rhuby took part of the annual Christmas market in Strängnäs, Sweden. 70 exhibitors were invited to show their products to the visitors at the town square. Day started yearly and snow was falling from the sky. The cold weather did not stop Rhuby and with a car packed with cheese trays, Rhuby marmalade and bottles for display, we headed to the town square.

A lot of people came to visit and a few days later we sent a special gift to a lovely lady we met that day. She was one of the first customers, buying her first bottle in December 2011 when Rhuby launched at the nearby Systembolaget store. Rhuby enjoys being part of the community in Strängnäs, people are supportive and really enjoys that a liqueur is produced in their town. See you again in 2014.

Categories: rhubarb Rhubarb Liqueur Rhuby Södermanland Strängnäs Systembolaget Ylva Binder

Tags: Rhubarb Liqueur rhuby Strängnäs Sweden Systembolaget Ylva Binder

Rhuby webpage

by Emma

2013 was the year that Rhuby Liqueur webpage received a makeover. The previous simple one needed some brushing up to better suit the beauty of the brand.

The founder want the webpage to show the essence of the Rhuby brand and to portray the elegance and the appealing features of the product. The new website romanticise and contribute to the rural feeling that Rhuby represent. The webpage is supposed to  be a source of information and historical portrayal of the brand. It will be regularly updated so one can see what paths the brand takes.

The company Red Onion was contracted the task of interpreting the Rhuby brand. During the evolution of the website, the duo never took a wrong step in the design process. They were always on pitch and came with their own beautiful proposals for design elements.

For more examples of their work, visit their website at

Categories: rhubarb Rhubarb Liqueur Rhuby Södermanland website

Tags: Design Pink Your Drink Red Onion Rhubarb Liqueur rhuby Ylva Binder

Breast Cancer Awareness

by Ylva

What better to do to support the cause than chocolate pralines in partnership with Prima Pralin?

Delightful Rhuby truffles in the shape of – yeah that’s right – BREASTS.

Not only delightful in flavour and shape but carrying an important message and raising funds for the Pink Ribbon.

We thought a brilliant idea.


Categories: Pink Ribbon Pink Your Drink rhubarb Rhuby Södermanland Uncategorized

Tags: Breast Chocolate Prima Pralin Rhubarb Liqueur rhuby Ylva Binder