Alcoholic Drinks in Sweden
Euromonitor International's Alcoholic Drinks in Sweden market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 175 | Publication date: Jan 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Rainy Summer held back Volume Growth
Total value sales of alcoholic drinks continued to increase in 2007 at the same times as volume sales decreased marginally. The rainy summer of 2007 had a negative impact on sales of beer and cider/perry, of which beer accounts for the majority of volume sales of alcoholic drinks in Sweden. Wine, spirits and RTDs sales continued to increase and were fuelled by the strong Swedish economy, including higher disposable income. However, wine too felt some effects, for example rosé wine was negatively affected by the poor summer weather. It is likely that beer and rosé wine sales will rise again in 2008, assuming the summer weather is better.
Vin & Sprit AB up for Sale
In 2007, the new Alliance government finally decided that state-owned Vin & Sprit AB should be privatised. The jewel in its brand portfolio is, of course, the vodka brand Absolut. This attracted the attention of several of the major international players in alcoholic drinks, including Bacardi, Pernod Ricard, Beam Global and Diageo. In December, the government announced that Vin & Sprit would be sold as a single entity, so the purchaser will almost certainly be a multinational. However, several domestic companies had expressed an interested in those parts of Vin & Sprit that deal with wine and local spirits brands and may yet form an alliance with a multinational.
Brewers Dominate Total Volume Sales
The competitive situation in alcoholic drinks differs depending on the sector. Total volume sales as well as beer volume sales are dominated by four breweries, with Carlsberg Sverige as the leading one. It is also the leading company in RTDs. Spirits and wine are led by Vin & Sprit AB, while brewer Kopparbergs Bryggeri AB leads in cider/perry. Domestic companies hold a strong position in all sectors of alcoholic drinks, either as distributors, NBOs or producers.
Retail Monopoly
Sweden is one of the few countries in Europe with a retail monopoly on sales of alcoholic drinks of more than 3.5% abv. Systembolaget, the retail monopoly, is the only channel that is allowed to distribute wine and spirits as well as beer, cider/perry and RTDs of more than 3.5% abv. The grocery channel only offers beer and cider/perry. Supermarkets/hypermarkets dominates this channel, although discounters was increasing its share at the end of the review period on the back of a growing number of outlets. The retail monopoly ensures that Swedish consumers have an exceptionally wide range of wines and spirits to choose from.
Internet Imports
The European Court ruled in mid-2007 that personal imports of alcoholic beverages were legal. The ruling was given a lot of media coverage. However, this channel remains subject to Sweden’s high taxes, therefore Euromonitor International does not expect this to have any measurable impact on domestic sales. It is also a very inconvenient way of purchasing alcohol, since the consumer will need to handle the paperwork for paying the taxes and arrange the shipping themselves.
Future Growth
Euromonitor International forecasts increasing volume and constant value sales. As always are there uncertain factors that could change the forecasts either way. One is summer weather, a warm or a cold and rainy summer has a strong impact on sales of several categories in alcoholic drinks. Beer, rosé wine and cider/perry are some examples. However, the main reason behind the forecast growth is the strong Swedish economy. According to analysts, the positive development is expected to continue for at least three more years, and this will benefit sales of alcoholic drinks. The stronger economy will especially benefit sales of quality products in wine and single malt whisky. In addition, the trend in Sweden is towards increased drinking during the week, for example a glass of wine with dinner, part of a long-term social trend that will continue for the foreseeable future.
Table of contents
ALCOHOLIC DRINKS IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Rainy Summer held back Volume Growth
Vin & Sprit AB up for Sale
Brewers Dominate Total Volume Sales
Retail Monopoly
Internet Imports
Future Growth
KEY TRENDS AND DEVELOPMENTS
Continued Strong Economy
Drinking Habits Change
EU Introduces New Regulations
Seasonal Peaks for Traditional Spirits
Table 1 Busiest sales days at Systembolaget, 2006
Bag-in-Box Dominates Still Wine Sales
Private Imports Account for a Large Share of Total Consumption
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Table 2 Additional Systembolaget data
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Summary 3 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 4 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 5 Selling Margin of a Typical Imported Beer Brand 2007
Table 6 Selling Margin of a Typical Imported Wine Brand 2007
Table 7 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
Table 8 Selling Margin of a Typical Imported Spirits Brand 2007
OPERATING ENVIRONMENT
Table 9 Table: SoRad estimates of contraband consumption 2006
Table 10 Number of Passenger Journeys via Åland Islands 2005-2006
Table 11 Private imports to Sweden 2002-2006
Table 12 Table Private imports as a share of total consumption 2006
MARKET INDICATORS
Table 13 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 14 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 15 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 16 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 17 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 18 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 19 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 20 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 21 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 22 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 23 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 24 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 25 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 26 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 27 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 28 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 4 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
FONDBERG & CO AB - ALCOHOLIC DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Fondberg & Co AB: Key Facts
Summary 6 Fondberg & Co AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Fondberg & Co AB (incl subsidiary Svensk Vodka AB): Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Fondberg & Co AB: Competitive Position 2006
J & J NORDIC AB - ALCOHOLIC DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 J & J Nordic AB: Key Facts
Summary 10 J & J Nordic AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 J & J Nordic AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 J & J Nordic AB: Competitive Position 2006
KOPPARBERGS BRYGGERI AB - ALCOHOLIC DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Kopparbergs Bryggeri AB: Key Facts
Summary 14 Kopparbergs Bryggeri AB: Operational Indicators (Parent company)
COMPANY BACKGROUND
PRODUCTION
Summary 15 Kopparbergs Bryggeri AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Kopparbergs Bryggeri AB: Competitive Position 2006
MACKMYRA SVENSK WHISKY AB - ALCOHOLIC DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Mackmyra Svensk Whisky AB: Key Facts
Summary 18 Mackmyra Svensk Whisky AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Mackmyra Svensk Whisky AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 20 Mackmyra Svensk Whisky AB: Competitive Position 2006
SATURNUS AB - ALCOHOLIC DRINKS - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Saturnus AB: Key Facts
Summary 22 Saturnus AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 23 Saturnus AB: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 24 Saturnus AB: Competitive Position 2006
BEER IN SWEDEN
HEADLINES
TRENDS
Production, Imports and Exports
Table 29 Total Consumption of Beer According to Swedish Tax Classes: Domestic Production and Imports 1997-2006
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 25 Lager by Price Band 2007
Table 30 Leading brands with >3.5% ABV included in Standard Lager
Published Data Comparisons
SECTOR DATA
Table 31 Sales of Beer by Subsector: Total Volume 2002-2007
Table 32 Sales of Beer by Subsector: Total Value 2002-2007
Table 33 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 34 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 35 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 36 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 37 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 38 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 39 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 40 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 41 Beer Exports by Country of Destination: Total Value 2001-2006
Table 42 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 43 Beer Imports by Country of Origin: Total Value 2001-2006
Table 44 Company Shares of Beer by National Brand Owner 2002-2006
Table 45 Company Shares of Beer by Global Brand Owner 2002-2006
Table 46 Brand Shares of Beer 2003-2006
Table 47 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 48 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 49 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 50 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN SWEDEN
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 51 Sales of Cider/Perry: Total Volume 2002-2007
Table 52 Sales of Cider/Perry: Total Value 2002-2007
Table 53 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 54 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 55 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 56 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 57 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 58 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 59 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 60 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 61 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 62 Brand Shares of Cider/Perry 2003-2006
Table 63 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 64 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 65 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 66 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN SWEDEN
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 67 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 68 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 69 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 70 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 71 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 72 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 73 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 74 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 75 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 76 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 77 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 78 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 79 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 80 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 81 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN SWEDEN
HEADLINES
TRENDS
Table 82 Table: Off-trade sales of wine by country of origin (excluding fermented wine) 2002-2006
Table 83 Grapes ranking, red and still light wine, 2006
Table 84 Table: Bag-in-box volume sales 2002-2006, still light wine
Table 85 Table: Off-trade champagne sales, by price 2005, 2006
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 86 Sales of Wine by Subsector: Total Volume 2002-2007
Table 87 Sales of Wine by Subsector: Total Value 2002-2007
Table 88 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 89 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 90 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 91 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 92 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 93 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 94 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 95 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 96 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 97 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 98 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 99 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 100 Wine Exports by Country of Destination: Total Value 2001-2006
Table 101 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 102 Wine Imports by Country of Origin: Total Value 2001-2006
Table 103 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 104 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 105 Brand Shares of Still Light Grape Wine 2003-2006
Table 106 Company Shares of Champagne by National Brand Owner 2003-2006
Table 107 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 108 Brand Shares of Champagne 2003-2006
Table 109 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 110 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 111 Brand Shares of Other Sparkling Wine 2003-2006
Table 112 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 113 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 114 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 115 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 116 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 117 Brand Shares of Non-grape Wine 2003-2006
Table 118 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 119 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 120 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 121 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN SWEDEN
HEADLINES
TRENDS
Table 122 Off-trade rum sales: Plain vs Flavoured 2002-2006
Table 123 Off-trade leading vodka flavours by ranking 2006
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Published Data Comparisons
SECTOR DATA
Table 124 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 125 Sales of Spirits by Subsector: Total Value 2002-2007
Table 126 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 127 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 128 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 129 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 130 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 131 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 132 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 133 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 134 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 135 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 136 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 137 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 138 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 139 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 140 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 141 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 142 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 143 Liqueurs Production: Total Volume 2001-2006
Table 144 Company Shares of Spirits by National Brand Owner 2002-2006
Table 145 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 146 Brand Shares of Spirits 2003-2006
Table 147 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 148 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 149 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 150 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012