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SCANDINAVIAN WINE
TRENDS – 2019
Sweden - Norway - Finland
CRUZ LILJEGREN
BULK WINE BROKER/NÉGOCIANT 
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986
CRUZ LILJEGREN
BULK WINE BROKER/NÉGOCIANT 
• Bulk wine broker based in Barcelona
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986
CRUZ LILJEGREN
BULK WINE BROKER/NÉGOCIANT 
• Bulk wine broker based in Barcelona
• PWB is helps clients to find the right
wines in bulk
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986
CRUZ LILJEGREN
BULK WINE BROKER/NÉGOCIANT 
• Bulk wine broker based in Barcelona
• PWB is helps clients to find the right
wines in bulk
• Yearly selection with less than 30 wines
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986
CRUZ LILJEGREN
BULK WINE BROKER/NÉGOCIANT 
• Bulk wine broker based in Barcelona
• PWB is helps clients to find the right
wines in bulk
• Yearly selection with less than 30 wines
• Value-driven clients that are looking for
wines with USP´s
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986
SUGAR-LEVELS OPTIMISED FOR
`COUCH-DRINKING´
SUGAR-LEVELS OPTIMISED FOR
`COUCH-DRINKING´
• Most of the highest selling box-
wines have sugar levels well above
traditional red wine
SUGAR-LEVELS OPTIMISED FOR
`COUCH-DRINKING´
• Most of the highest selling box-
wines have sugar levels well above
traditional red wine
• 8 of the 10 most popular red wines
oVinmonopolet contains 10+g/l.
SUGAR-LEVELS OPTIMISED FOR
`COUCH-DRINKING´
• Most of the highest selling box-
wines have sugar levels well above
traditional red wine
• 8 of the 10 most popular red wines
oVinmonopolet contains 10+g/l.
• Why? Couch-drinking – it’s a thing
SUGAR-LEVELS OPTIMISED FOR
`COUCH-DRINKING´
• Most of the highest selling box-
wines have sugar levels well above
traditional red wine
• 8 of the 10 most popular red wines
oVinmonopolet contains 10+g/l.
• Why? Couch-drinking – it’s a thing
• The bag-in-box format facilities
using wine in non-dining occasions
SUGAR-LEVELS OPTIMISED FOR
`COUCH-DRINKING´
• Most of the highest selling box-
wines have sugar levels well above
traditional red wine
• 8 of the 10 most popular red wines
oVinmonopolet contains 10+g/l.
• Why? Couch-drinking – it’s a thing
• The bag-in-box format facilities
using wine in non-dining occasions
• Awareness is rising, monopolies are
now transparent with information
CLIMATE-FRIENDLY :)
PACKAGING
CLIMATE-FRIENDLY :)
PACKAGING
• Systembolaget has proposed a fee
on heavy glass bottles
CLIMATE-FRIENDLY :)
PACKAGING
• Systembolaget has proposed a fee
on heavy glass bottles
• Packaging is 1/3 of the
monopolies climate footprint
CLIMATE-FRIENDLY :)
PACKAGING
• Systembolaget has proposed a fee
on heavy glass bottles
• Packaging is 1/3 of the
monopolies climate footprint
• “Climate friendly” messages on
the shelfs
CLIMATE-FRIENDLY :)
PACKAGING
• Systembolaget has proposed a fee
on heavy glass bottles
• Packaging is 1/3 of the
monopolies climate footprint
• “Climate friendly” messages on
the shelfs
• Commercial wines bottled in the
winery will disappear
CLIMATE-FRIENDLY :)
PACKAGING
• Systembolaget has proposed a fee
on heavy glass bottles
• Packaging is 1/3 of the
monopolies climate footprint
• “Climate friendly” messages on
the shelfs
• Commercial wines bottled in the
winery will disappear
• Longer shelf life, a benefit with
packaging close to market
IMPORTERS CREATING
LOCAL WINE BRANDS
IMPORTERS CREATING
LOCAL WINE BRANDS
• Long tradition of local wine
brands
IMPORTERS CREATING
LOCAL WINE BRANDS
• Long tradition of local wine
brands
• Large importers have a mix of
own brands and producer
brands
IMPORTERS CREATING
LOCAL WINE BRANDS
• Long tradition of local wine
brands
• Large importers have a mix of
own brands and producer
brands
• Brands as diverse asTRE3 apor
and Enzo Bartoli
IMPORTERS CREATING
LOCAL WINE BRANDS
• Long tradition of local wine
brands
• Large importers have a mix of
own brands and producer
brands
• Brands as diverse asTRE3 apor
and Enzo Bartoli
• Can be stable business for the
winery (as long as you don’t
run out of wine)
INTERNET RETAILERS
CHALLENGINGTHE MONOPOLIES
INTERNET RETAILERS
CHALLENGINGTHE MONOPOLIES
• Monopolies challenged by
private wine retailers
INTERNET RETAILERS
CHALLENGINGTHE MONOPOLIES
• Monopolies challenged by
private wine retailers
• Sales amounting to 1,3% of
total market (2016)
INTERNET RETAILERS
CHALLENGINGTHE MONOPOLIES
• Monopolies challenged by
private wine retailers
• Sales amounting to 1,3% of
total market (2016)
• No one is ready to invest
enough due to legal
insecurity
INTERNET RETAILERS
CHALLENGINGTHE MONOPOLIES
• Monopolies challenged by
private wine retailers
• Sales amounting to 1,3% of
total market (2016)
• No one is ready to invest
enough due to legal
insecurity
• Winefinder grew 25 percent
last year
CONVERTING POPULAR
BRANDSTO ORGANIC
CONVERTING POPULAR
BRANDSTO ORGANIC
• Organic wines have increased
with 100% in 10 years
(Systembolaget)
CONVERTING POPULAR
BRANDSTO ORGANIC
• Organic wines have increased
with 100% in 10 years
(Systembolaget)
• 10% of sales in Norway, 22% in
Sweden
CONVERTING POPULAR
BRANDSTO ORGANIC
• Organic wines have increased
with 100% in 10 years
(Systembolaget)
• 10% of sales in Norway, 22% in
Sweden
• Wine importers are converting
their own brands to Organic
CONVERTING POPULAR
BRANDSTO ORGANIC
• Organic wines have increased
with 100% in 10 years
(Systembolaget)
• 10% of sales in Norway, 22% in
Sweden
• Wine importers are converting
their own brands to Organic
• The producer might need to
purchase organic wine by bulk ,
this is allowed
VEGAN WINE
OFFICIAL CATEGORY
VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
• Roughly 10% vegans in
Scandinavia
VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
• Roughly 10% vegans in
Scandinavia
• Importers pressuring wineries to
`goVegan
VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
• Roughly 10% vegans in
Scandinavia
• Importers pressuring wineries to
`goVegan
• `Vegan´ sounds healthy, even for
non-vegans
VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
• Roughly 10% vegans in
Scandinavia
• Importers pressuring wineries to
`goVegan
• `Vegan´ sounds healthy, even for
non-vegans
• TheVegan Society &The
EuropeanVegetarian Union
BAG IN BOX SALES –
STABILISED
BAG IN BOX SALES –
STABILISED
• Sweden is the worlds largest
importer of box wine
BAG IN BOX SALES –
STABILISED
• Sweden is the worlds largest
importer of box wine
• Stopped increasing at 40-60
% marketshare
BAG IN BOX SALES –
STABILISED
• Sweden is the worlds largest
importer of box wine
• Stopped increasing at 40-60
% marketshare
• Design tend to be the most
elaborated of all BIB markets
BAG IN BOX SALES –
STABILISED
• Sweden is the worlds largest
importer of box wine
• Stopped increasing at 40-60
% marketshare
• Design tend to be the most
elaborated of all BIB markets
• Specialised packaging
companies like FrontPac
ROSÉ (PROVENCE STYLE)
ROSÉ (PROVENCE STYLE)
• Considered aspirational,
affordable & accessible
ROSÉ (PROVENCE STYLE)
• Considered aspirational,
affordable & accessible
• Scandinavian taste moving
towards lighter colour rosé
ROSÉ (PROVENCE STYLE)
• Considered aspirational,
affordable & accessible
• Scandinavian taste moving
towards lighter colour rosé
• Systembolaget writes
“modern style” when
requesting “Provence style”
ROSÉ (PROVENCE STYLE)
• Considered aspirational,
affordable & accessible
• Scandinavian taste moving
towards lighter colour rosé
• Systembolaget writes
“modern style” when
requesting “Provence style”
• Direct flights from Oslo to
Nice resulted in 12% increase
ITALIAN WINE
`100% INCREASE IN 10YEARS´
ITALIAN WINE
`100% INCREASE IN 10YEARS´
• 100% increase in
marketshare in 10 years
(now 30% marketshare)
ITALIAN WINE
`100% INCREASE IN 10YEARS´
• 100% increase in
marketshare in 10 years
(now 30% marketshare)
• Italy has 40% marketshare in
red wine (in volume)
ITALIAN WINE
`100% INCREASE IN 10YEARS´
• 100% increase in
marketshare in 10 years
(now 30% marketshare)
• Italy has 40% marketshare in
red wine (in volume)
• Italian Zinfandel, often in
American-styled design
ITALIAN WINE
`100% INCREASE IN 10YEARS´
• 100% increase in
marketshare in 10 years
(now 30% marketshare)
• Italy has 40% marketshare in
red wine (in volume)
• Italian Zinfandel, often in
American-styled design
• Amarone leading all red wine
sales above 10€ per bottle
PROSECCO
50% GROWTH IN 5YEARS
PROSECCO
50% GROWTH IN 5YEARS
• Similar growth as in other
developed markets
PROSECCO
50% GROWTH IN 5YEARS
• Similar growth as in other
developed markets
• 50% growth since 2013 on
Systembolaget (now 30%
marketshare)
PROSECCO
50% GROWTH IN 5YEARS
• Similar growth as in other
developed markets
• 50% growth since 2013 on
Systembolaget (now 30%
marketshare)
• Growing three times faster
than the category as a whole
PROSECCO
50% GROWTH IN 5YEARS
• Similar growth as in other
developed markets
• 50% growth since 2013 on
Systembolaget (now 30%
marketshare)
• Growing three times faster
than the category as a whole
• PLEX Prosecco – marketing
innovation by importer
QUESTIONS?
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986

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Trends in the wine market of the Scandinavian countries, by Cruz Liljegren

  • 1. SCANDINAVIAN WINE TRENDS – 2019 Sweden - Norway - Finland
  • 2. CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT  Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
  • 3. CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT  • Bulk wine broker based in Barcelona Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
  • 4. CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT  • Bulk wine broker based in Barcelona • PWB is helps clients to find the right wines in bulk Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
  • 5. CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT  • Bulk wine broker based in Barcelona • PWB is helps clients to find the right wines in bulk • Yearly selection with less than 30 wines Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
  • 6. CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT  • Bulk wine broker based in Barcelona • PWB is helps clients to find the right wines in bulk • Yearly selection with less than 30 wines • Value-driven clients that are looking for wines with USP´s Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
  • 7.
  • 9. SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´ • Most of the highest selling box- wines have sugar levels well above traditional red wine
  • 10. SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´ • Most of the highest selling box- wines have sugar levels well above traditional red wine • 8 of the 10 most popular red wines oVinmonopolet contains 10+g/l.
  • 11. SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´ • Most of the highest selling box- wines have sugar levels well above traditional red wine • 8 of the 10 most popular red wines oVinmonopolet contains 10+g/l. • Why? Couch-drinking – it’s a thing
  • 12. SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´ • Most of the highest selling box- wines have sugar levels well above traditional red wine • 8 of the 10 most popular red wines oVinmonopolet contains 10+g/l. • Why? Couch-drinking – it’s a thing • The bag-in-box format facilities using wine in non-dining occasions
  • 13. SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´ • Most of the highest selling box- wines have sugar levels well above traditional red wine • 8 of the 10 most popular red wines oVinmonopolet contains 10+g/l. • Why? Couch-drinking – it’s a thing • The bag-in-box format facilities using wine in non-dining occasions • Awareness is rising, monopolies are now transparent with information
  • 15. CLIMATE-FRIENDLY :) PACKAGING • Systembolaget has proposed a fee on heavy glass bottles
  • 16. CLIMATE-FRIENDLY :) PACKAGING • Systembolaget has proposed a fee on heavy glass bottles • Packaging is 1/3 of the monopolies climate footprint
  • 17. CLIMATE-FRIENDLY :) PACKAGING • Systembolaget has proposed a fee on heavy glass bottles • Packaging is 1/3 of the monopolies climate footprint • “Climate friendly” messages on the shelfs
  • 18. CLIMATE-FRIENDLY :) PACKAGING • Systembolaget has proposed a fee on heavy glass bottles • Packaging is 1/3 of the monopolies climate footprint • “Climate friendly” messages on the shelfs • Commercial wines bottled in the winery will disappear
  • 19. CLIMATE-FRIENDLY :) PACKAGING • Systembolaget has proposed a fee on heavy glass bottles • Packaging is 1/3 of the monopolies climate footprint • “Climate friendly” messages on the shelfs • Commercial wines bottled in the winery will disappear • Longer shelf life, a benefit with packaging close to market
  • 21. IMPORTERS CREATING LOCAL WINE BRANDS • Long tradition of local wine brands
  • 22. IMPORTERS CREATING LOCAL WINE BRANDS • Long tradition of local wine brands • Large importers have a mix of own brands and producer brands
  • 23. IMPORTERS CREATING LOCAL WINE BRANDS • Long tradition of local wine brands • Large importers have a mix of own brands and producer brands • Brands as diverse asTRE3 apor and Enzo Bartoli
  • 24. IMPORTERS CREATING LOCAL WINE BRANDS • Long tradition of local wine brands • Large importers have a mix of own brands and producer brands • Brands as diverse asTRE3 apor and Enzo Bartoli • Can be stable business for the winery (as long as you don’t run out of wine)
  • 26. INTERNET RETAILERS CHALLENGINGTHE MONOPOLIES • Monopolies challenged by private wine retailers
  • 27. INTERNET RETAILERS CHALLENGINGTHE MONOPOLIES • Monopolies challenged by private wine retailers • Sales amounting to 1,3% of total market (2016)
  • 28. INTERNET RETAILERS CHALLENGINGTHE MONOPOLIES • Monopolies challenged by private wine retailers • Sales amounting to 1,3% of total market (2016) • No one is ready to invest enough due to legal insecurity
  • 29. INTERNET RETAILERS CHALLENGINGTHE MONOPOLIES • Monopolies challenged by private wine retailers • Sales amounting to 1,3% of total market (2016) • No one is ready to invest enough due to legal insecurity • Winefinder grew 25 percent last year
  • 31. CONVERTING POPULAR BRANDSTO ORGANIC • Organic wines have increased with 100% in 10 years (Systembolaget)
  • 32. CONVERTING POPULAR BRANDSTO ORGANIC • Organic wines have increased with 100% in 10 years (Systembolaget) • 10% of sales in Norway, 22% in Sweden
  • 33. CONVERTING POPULAR BRANDSTO ORGANIC • Organic wines have increased with 100% in 10 years (Systembolaget) • 10% of sales in Norway, 22% in Sweden • Wine importers are converting their own brands to Organic
  • 34. CONVERTING POPULAR BRANDSTO ORGANIC • Organic wines have increased with 100% in 10 years (Systembolaget) • 10% of sales in Norway, 22% in Sweden • Wine importers are converting their own brands to Organic • The producer might need to purchase organic wine by bulk , this is allowed
  • 36. VEGAN WINE OFFICIAL CATEGORY • Systembolaget have decided that `Vegan wine´ is a wine category
  • 37. VEGAN WINE OFFICIAL CATEGORY • Systembolaget have decided that `Vegan wine´ is a wine category • Roughly 10% vegans in Scandinavia
  • 38. VEGAN WINE OFFICIAL CATEGORY • Systembolaget have decided that `Vegan wine´ is a wine category • Roughly 10% vegans in Scandinavia • Importers pressuring wineries to `goVegan
  • 39. VEGAN WINE OFFICIAL CATEGORY • Systembolaget have decided that `Vegan wine´ is a wine category • Roughly 10% vegans in Scandinavia • Importers pressuring wineries to `goVegan • `Vegan´ sounds healthy, even for non-vegans
  • 40. VEGAN WINE OFFICIAL CATEGORY • Systembolaget have decided that `Vegan wine´ is a wine category • Roughly 10% vegans in Scandinavia • Importers pressuring wineries to `goVegan • `Vegan´ sounds healthy, even for non-vegans • TheVegan Society &The EuropeanVegetarian Union
  • 41. BAG IN BOX SALES – STABILISED
  • 42. BAG IN BOX SALES – STABILISED • Sweden is the worlds largest importer of box wine
  • 43. BAG IN BOX SALES – STABILISED • Sweden is the worlds largest importer of box wine • Stopped increasing at 40-60 % marketshare
  • 44. BAG IN BOX SALES – STABILISED • Sweden is the worlds largest importer of box wine • Stopped increasing at 40-60 % marketshare • Design tend to be the most elaborated of all BIB markets
  • 45. BAG IN BOX SALES – STABILISED • Sweden is the worlds largest importer of box wine • Stopped increasing at 40-60 % marketshare • Design tend to be the most elaborated of all BIB markets • Specialised packaging companies like FrontPac
  • 47. ROSÉ (PROVENCE STYLE) • Considered aspirational, affordable & accessible
  • 48. ROSÉ (PROVENCE STYLE) • Considered aspirational, affordable & accessible • Scandinavian taste moving towards lighter colour rosé
  • 49. ROSÉ (PROVENCE STYLE) • Considered aspirational, affordable & accessible • Scandinavian taste moving towards lighter colour rosé • Systembolaget writes “modern style” when requesting “Provence style”
  • 50. ROSÉ (PROVENCE STYLE) • Considered aspirational, affordable & accessible • Scandinavian taste moving towards lighter colour rosé • Systembolaget writes “modern style” when requesting “Provence style” • Direct flights from Oslo to Nice resulted in 12% increase
  • 52. ITALIAN WINE `100% INCREASE IN 10YEARS´ • 100% increase in marketshare in 10 years (now 30% marketshare)
  • 53. ITALIAN WINE `100% INCREASE IN 10YEARS´ • 100% increase in marketshare in 10 years (now 30% marketshare) • Italy has 40% marketshare in red wine (in volume)
  • 54. ITALIAN WINE `100% INCREASE IN 10YEARS´ • 100% increase in marketshare in 10 years (now 30% marketshare) • Italy has 40% marketshare in red wine (in volume) • Italian Zinfandel, often in American-styled design
  • 55. ITALIAN WINE `100% INCREASE IN 10YEARS´ • 100% increase in marketshare in 10 years (now 30% marketshare) • Italy has 40% marketshare in red wine (in volume) • Italian Zinfandel, often in American-styled design • Amarone leading all red wine sales above 10€ per bottle
  • 57. PROSECCO 50% GROWTH IN 5YEARS • Similar growth as in other developed markets
  • 58. PROSECCO 50% GROWTH IN 5YEARS • Similar growth as in other developed markets • 50% growth since 2013 on Systembolaget (now 30% marketshare)
  • 59. PROSECCO 50% GROWTH IN 5YEARS • Similar growth as in other developed markets • 50% growth since 2013 on Systembolaget (now 30% marketshare) • Growing three times faster than the category as a whole
  • 60. PROSECCO 50% GROWTH IN 5YEARS • Similar growth as in other developed markets • 50% growth since 2013 on Systembolaget (now 30% marketshare) • Growing three times faster than the category as a whole • PLEX Prosecco – marketing innovation by importer
  • 61. QUESTIONS? Independent bulk wine contact info@cruzliljegren.com +34 694 485 986