The swedish monopoly only covers retail, i.e. sale to private consumers. The market for hotels, restaurants and conference senters is open to all licensed importers.

Totally there are more than 500 companies having a registration by the tax authorities and a license for importing beer, wine and spirits. We are one of those companies and started comparatively early only 6 years after the import monopoly was abolished in Sweden, in 1995.

The are several trends in the swedish market today.

There is a growth in the restaurant market as such, partly sponsored by a lowered VAT but also as it seems a trend towards more a continetal life style. Meeting in a restaurant instead of spending time together at home is being more common.

Another tendency in the same direction is increase in wine consumption rather than spirits. There is also a growing interest for beer, especially from micro breweries.

Alkohol free beer and wine has increased in sales a lot during the last years. Promotion by Systembolaget has contributed, but probably also the fact that quality of alcohol free products have improved.

Rosé wine is becoming more popular, but is still asked for primarily in the summer time.

The most significant trend though, is the fast growing interest for ecological and/or and ethically produced wine. This is not only a health trend but also supporting environmental preservation and fair trade aspects.