About

We are proud of who we are

It all started in 2006 with a piece of love for cocktails

At NLG, we are passionate about creating unforgettable bar experiences. Our diverse portfolio of brands makes us the go-to choice for bar catering services. Headquartered in Denmark, our innovative and dynamic company operates various renowned brands across multiple locations, delivering exceptional service and setting new standards in the industry.

At NLG, our commitment to excellence, innovation, and customer satisfaction drives everything we do. Whether a small gathering or a large-scale event, we strive to elevate your bar experience and make it exceptional. With our talented team, extensive expertise, and diverse portfolio of brands, we are the preferred choice for all your bar catering needs.

From humble beginnings in Denmark to expanding across Europe, NLG has embarked on an incredible journey of growth and success. What started as a local endeavor has become a renowned concern, captivating audiences far and wide with our exceptional bar catering services.

Our team

More than a team, we are a family.

Owner

Nikolaj Krøll Madsen

Nikolaj is the group’s owner and deals with sales and product development. He has a background in the media world but has worked in the restaurant and catering industry for the past 10 years.

CEO

Annette Krøll Madsen

Annette is responsible for the group, finances, and daily manager of our Nordic warehouse in Denmark. Annette has many years of experience in the food industry as a logistics and purchasing manager.

Sales & Back Office Director

Pernille Dybdahl

Pernille prepares the best offers for our customers. She also ensures that the sales department always provides customer service and improves communication.

Sales Manager

Emilie Bisbo Bøgh

Perhaps you have already been lucky enough to talk to Emilie? She is always available by phone and email to meet the customer’s wishes. Based on this, she prepares a relevant offer for your particular event.

Sales employee

Frederik Hyre

Frederik is always ready for a call or a message. Then, based on your wishes, he puts together a solution and offer that fits your event perfectly.

Logistics manager

Mikkel Hammershøj

Mikkel makes the big logistics puzzle work. He is responsible for coordinating and streamlining events’ deliveries and ensuring that they happen on time. In the past, Mikkel has been an event coordinator and organizer for large and small events.

Human resources coordinator

Louis Friborg

Louis gathers the loose ends in the drivers’ and bartenders’ schedules. With his help, we are always sure that customers get their service or products on time.

Logistics consultant

Martin Krøll Madsen

Martin is the company’s logistics consultant. Daily, he helps to pack customer orders and helps to ensure the high quality of all deliveries. Furthermore, he is responsible for the company’s recipe database.

Warehouse worker

Mads

The drivers are always in a hurry, so Mads ensures that everything is packed and ready for delivery. He is also responsible for ensuring that all products are on the shelves as they should be.

Marketing Manager

Martin Skjærup Nielsen

With many years of professional training, Martin is responsible for all the marketing here in the company. Among other things, he is responsible for promoting all our ideas, products, and services.

Multimedia designer

Ana-Maria Apostoaiei

Ana-Maria is our multimedia designer. She has always been passionate about the digital world, and with Ana-Maria’s skills, we ensure that our websites are always up and running and function as they should.

Content Manager

Sofie Dyrelund Veng

As Content Manager, Sofie ensures that the content on our channels is correct and, not least, entertaining and relevant. Sofie’s background includes a master’s degree in language and experience as a copywriter at both web and event agencies.

Product developer

Kim Hass

Kim Hass is one of the world’s best bartenders. For the past decade, he has been behind the success of Gin Hass, which has taken the European market by storm. Kim Hass is responsible for product and concept development in the group.

Head of Education

Hektor Smedegaard

Hektor is the company’s Head of Education. He has extensive work experience from, among other things, Oblix in London and Balthazar at the Hotel D’Angleterre, as well as working together with several world champions over time in flair and mixology. Hektor has worked with the training of bartenders in Denmark, England, Greece, Spain, and the USA.

200+ team members of bartenders and drivers

Freelancers

800+ bartenders & logistics staff

At NLG, we employ over 800 top professional, service-minded, committed, female and male bartenders, and logistics staff, who are always ready to move to assignments across the European country. They are why we are the European country leader and can handle inquiries even at incredibly short notice.

Drivers

12 full time drivers & 30+ freelance drivers

We want to be flexible about time and distance. That is why we have 12 full-time drivers and over 30 freelance drivers who can transport our equipment, ingredients, spirits, and ice thousands of kilometers every year. Every day, they strive for our customers to receive their orders within the desired time. Thanks to our drivers, our customers can host their events at the expected time.

What we do best …

Read more about NLG’s six focus areas:

European focus

Our focus is to expand our brands and businesses in the European market; today, we are present in Denmark, Germany, and Spain.

Sustainability and green

We are a group with a strong focus on green conversion and sustainability. We are working on being able to be 100% green in 2024.

The best team in the industry

We are proud of our team. In fact, so proud that we believe we have the best team in the industry, and our staff stands out by being very experienced and innovative.

Best references

Our group has the pleasure of being able to supply many of Europe’s largest companies. But we love all our customers and treat everyone equally, small and large.

Customer service

All our brands put customer service above everything else. That is why all our brands always offer 24-hour customer service by email, phone, or at one of our locations.

Satisfaction guarantee

To give all our customers the best experience. Offers all our brands full satisfaction guarantee on all deliveries, whether it is services or goods, which makes us number one in the industry!