On January 12, 2024, Bjarne Borg announced that an investor group, led by him, has successfully acquired a substantial 20% stake in LQR House, reflecting a profound commitment to the Company's sustained growth. Borg expressed that plans are in place to further increase this position, with the aim of leveraging ownership to instigate positive changes that could enhance share prices by reshaping the narrative in the public market. Drawing on his extensive entrepreneurial experience across industries, Borg intends to guide the Company through existing challenges.

Borg stated that he prepared to offer assistance, whether through strategic partnerships, potential mergers, or exploring alternative options to public markets if necessary. Expressing confidence in the Company, Borg emphasizes its potential to emerge as a disruptor in the alcohol industry. Borg also stated that from its NASDAQ IPO, Borg closely monitored the company's journey, acknowledging current challenges.

Additionally, Borg expressed that the objective is to reshape the narrative, steering LQR House towards unlocking its inherent potential and playing a pivotal role in modernizing the alcohol industry.