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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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

Continued growth

Total volume sales of alcoholic drinks sales in Sweden continued to increase in 2008, although the increase was lower compared to the year before. The weaker Swedish economy held down stronger growth. Wine sales continued to increase strongly, while spirits sales were static. Beer sales benefited from sporting events like the European Championships in football, and a warm summer, and saw a small increase.

New World wines increasingly popular

New World wines have established themselves in Sweden, and now account for almost half of still grape wine sales. Australian and South African wines accounts for most of New World wine sales, and have overtaken Italian and Spanish wines as the most popular wine countries of origin. Their popularity has been aided by the fact that New World countries were among the first to push the bag-in-box trend. High quality and competitive prices have also contributed to this development.

Brewers dominate volume sales

The competitive situation in alcoholic drinks differs depending on the sector. Beer sales are dominated by four breweries, with Carlsberg Sverige the leader. Carlsberg is also the leading company in RTDs/high-strength premixes. Spirits and wine are led by V&S Vin & Sprit AB, by some distance, while cider is led by brewer Kopparbergs Bryggeri AB. Domestic companies holds a strong position in all sectors of alcoholic drinks, either as distributor and national brand owner, or as producer. One major event in 2007 was Pernod Groupe’s acquisition of V&S Vin & Sprit AB, including the Absolut brand.

Retail monopoly

Sweden is one of few countries in Europe with a retail monopoly on sales of the majority of alcoholic drinks: Systembolaget. Systembolaget is the only channel that is allowed to distribute wine, spirits and beer, cider and RTDs of more than 3.5% abv. The grocery channel only offers beer and cider/perry. Supermarkets/hypermarket dominates the grocery channel, although discounters increased their 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, although prices remain high.

Growth continues

Despite a weaker economy, volume sales of alcoholic drinks are forecast to continue to rise. The fragile state of the economy will hold back growth during the early years of the forecast period, but sales are expected to increase more rapidly towards the end of the period. Changing drinking habits and increasing consumption by women will contribute to growth. Volume sales of wine, RTDs and beer are forecast to increase, while cider and spirits are forecast to decrease.

Table of contents

ALCOHOLIC DRINKS IN SWEDEN : MARKET INSIGHT

EXECUTIVE SUMMARY

Continued growth

New World wines increasingly popular

Brewers dominate volume sales

Retail monopoly

Growth continues

KEY TRENDS AND DEVELOPMENTS

Weaker economy

Green trend in alcoholic drinks

Traditional aquavit losing popularity

Changing drinking habits

Specialist Retailers

Summary 1 Leading Specialist Retailers 2007

Market Merger and Acquisition Activity

Summary 2 Speculated Merger and Acquisition Activity 2007-2008

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008

Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups in Selected Sectors 2008

Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008

Table 4 Selling Margin of a Typical Imported Wine Brand 2008

Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2008

OPERATING ENVIRONMENT

Table 6 SoRad Estimates of Contraband Consumption 2007

Table 7 Swedish Visitors to Åland 2002-2007

Table 8 Private Imports to Sweden 2002-2007

Table 9 Private Imports as a Share of Off-trade Sales and Total Consumption 2007

MARKET INDICATORS

Table 10 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008

MARKET DATA

Table 11 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008

Table 12 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008

Table 13 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008

Table 14 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008

Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008

Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008

Table 17 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008

Table 18 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008

Table 19 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007

Table 20 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008

Table 21 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008

Table 22 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013

Table 23 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013

Table 24 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013

Table 25 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013

DEFINITIONS

Summary 3 Research Sources

LOCAL COMPANY PROFILES - SWEDEN

FONDBERG & CO AB - ALCOHOLIC DRINKS - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Fondberg & Co AB: Key Facts

Summary 5 Fondberg & Co AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 6 Fondberg & Co AB: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 7 Fondberg & Co AB: Competitive Position 2007

KOPPARBERGS BRYGGERI AB - ALCOHOLIC DRINKS - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Kopparbergs Bryggeri AB: Key Facts

Summary 9 Kopparbergs Bryggeri AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 10 Kopparbergs Bryggeri AB: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 11 Kopparbergs Bryggeri AB: Competitive Position 2007

MACKMYRA SVENSK WHISKY AB - ALCOHOLIC DRINKS - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Mackmyra Svensk Whisky AB: Key Facts

Summary 13 Mackmyra Svensk Whisky AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 14 Mackmyra Svensk Whisky AB: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 15 Mackmyra Svensk Whisky AB: Competitive Position 2007

SATURNUS AB - ALCOHOLIC DRINKS - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 16 Saturnus AB: Key Facts

Summary 17 Saturnus AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 18 Saturnus AB: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 19 Saturnus AB: Competitive Position 2007

SPENDRUPS BRYGGERI AB - ALCOHOLIC DRINKS - SWEDEN

STRATEGIC DIRECTION

KEY FACTS

Summary 20 Spendrups Bryggeri AB: Key Facts

Summary 21 Spendrups Bryggeri AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 22 Spendrups Bryggeri AB: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 23 Spendrups Bryggeri AB: Competitive Position 2007

BEER IN SWEDEN

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager price band methodology

Summary 24 Lager by Price Band 2008

Published data comparisons

SECTOR DATA

Table 26 Sales of Beer by Subsector: Total Volume 2003-2008

Table 27 Sales of Beer by Subsector: Total Value 2003-2008

Table 28 Sales of Beer by Subsector: % Total Volume Growth 2003-2008

Table 29 Sales of Beer by Subsector: % Total Value Growth 2003-2008

Table 30 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008

Table 31 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008

Table 32 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 33 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 34 Beer: Production, Imports and Exports: Total Volume 2002-2007

Table 35 Beer Exports by Country of Destination: Total Volume 2002-2007

Table 36 Beer Exports by Country of Destination: Total Value 2002-2007

Table 37 Beer Imports by Country of Origin: Total Volume 2002-2007

Table 38 Beer Imports by Country of Origin: Total Value 2002-2007

Table 39 Company Shares of Beer by National Brand Owner 2003-2007

Table 40 Company Shares of Beer by Global Brand Owner 2003-2007

Table 41 Brand Shares of Beer 2004-2007

Table 42 Forecast Sales of Beer by Subsector: Total Volume 2008-2013

Table 43 Forecast Sales of Beer by Subsector: Total Value 2008-2013

Table 44 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013

Table 45 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013

CIDER/PERRY IN SWEDEN

HEADLINES

TRENDS

Table 46 Off-trade Cider Sales (>3.5% abv) Sweet/Dry Split 2006-2007

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Published data comparisons

SECTOR DATA

Table 47 Sales of Cider/Perry: Total Volume 2003-2008

Table 48 Sales of Cider/Perry: Total Value 2003-2008

Table 49 Sales of Cider/Perry: % Total Volume Growth 2003-2008

Table 50 Sales of Cider/Perry: % Total Value Growth 2003-2008

Table 51 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008

Table 52 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008

Table 53 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008

Table 54 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008

Table 55 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007

Table 56 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007

Table 57 Cider/Perry Exports by Country of Destination: Total Value 2002-2007

Table 58 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007

Table 59 Cider/Perry Imports by Country of Origin: Total Value 2002-2007

Table 60 Company Shares of Cider/Perry by National Brand Owner 2003-2007

Table 61 Company Shares of Cider/Perry by Global Brand Owner 2003-2007

Table 62 Brand Shares of Cider/Perry 2004-2007

Table 63 Forecast Sales of Cider/Perry: Total Volume 2008-2013

Table 64 Forecast Sales of Cider/Perry: Total Value 2008-2013

Table 65 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013

Table 66 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013

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 2003-2008

Table 68 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008

Table 69 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008

Table 70 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008

Table 71 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008

Table 72 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008

Table 73 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008

Table 74 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008

Table 75 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007

Table 76 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007

Table 77 Brand Shares of RTDS/High-strength Premixes 2004-2007

Table 78 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013

Table 79 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013

Table 80 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013

Table 81 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013

WINE IN SWEDEN

HEADLINES

TRENDS

Table 82 Off-trade Sales of Wine by Country of Origin 2003-2007

Table 83 Grape Varietal Rankings: Red and White Still Light Wine 2007

Table 84 Bag-in-Box Volume Sales: Still Light Wine 2002-2007

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

Published data comparisons

SECTOR DATA

Table 85 Sales of Wine by Subsector: Total Volume 2003-2008

Table 86 Sales of Wine by Subsector: Total Value 2003-2008

Table 87 Sales of Wine by Subsector: % Total Volume Growth 2003-2008

Table 88 Sales of Wine by Subsector: % Total Value Growth 2003-2008

Table 89 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008

Table 90 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008

Table 91 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 92 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 93 Volume Sales of Still Red Wine by Price Segment 2003-2008

Table 94 Volume Sales of Still White Wine by Price Segment 2003-2008

Table 95 Volume Sales of Still Rosé Wine by Price Segment 2003-2008

Table 96 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008

Table 97 Wine Production, Imports and Exports: Total Volume 2002-2007

Table 98 Wine Exports by Country of Destination: Total Volume 2002-2007

Table 99 Wine Exports by Country of Destination: Total Value 2002-2007

Table 100 Wine Imports by Country of Origin: Total Volume 2002-2007

Table 101 Wine Imports by Country of Origin: Total Value 2002-2007

Table 102 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007

Table 103 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007

Table 104 Brand Shares of Still Light Grape Wine 2004-2007

Table 105 Company Shares of Champagne by National Brand Owner 2004-2007

Table 106 Company Shares of Champagne by Global Brand Owner 2004-2007

Table 107 Brand Shares of Champagne 2004-2007

Table 108 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007

Table 109 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007

Table 110 Brand Shares of Other Sparkling Wine 2004-2007

Table 111 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007

Table 112 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007

Table 113 Brand Shares of Fortified Wine and Vermouth 2004-2007

Table 114 Company Shares of Non-grape Wine by National Brand Owner 2004-2007

Table 115 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007

Table 116 Brand Shares of Non-grape Wine 2004-2007

Table 117 Forecast Sales of Wine by Subsector: Total Volume 2008-2013

Table 118 Forecast Sales of Wine by Subsector: Total Value 2008-2013

Table 119 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013

Table 120 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013

SPIRITS IN SWEDEN

HEADLINES

TRENDS

Table 121 Off-trade Vodka Sales: Flavour Rankings 2006-2007

Table 122 Off-trade Rum Sales: Plain versus Flavoured 2003-2007

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 123 Sales of Spirits by Subsector: Total Volume 2003-2008

Table 124 Sales of Spirits by Subsector: Total Value 2003-2008

Table 125 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008

Table 126 Sales of Spirits by Subsector: % Total Value Growth 2003-2008

Table 127 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008

Table 128 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008

Table 129 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008

Table 130 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008

Table 131 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008

Table 132 Sales of Gin by Premium/Super-premium Split 2006-2008

Table 133 Sales of Vodka by Premium/Super-premium Split 2006-2008

Table 134 Sales of Flavoured vs Non-flavoured Vodka 2003-2008

Table 135 Spirits Production, Imports and Exports: Total Volume 2002-2007

Table 136 Spirits Exports by Country of Destination: Total Volume 2002-2007

Table 137 Spirits Exports by Country of Destination: Total Value 2002-2007

Table 138 Spirits Imports by Country of Origin: Total Volume 2002-2007

Table 139 Spirits Imports by Country of Origin: Total Value 2002-2007

Table 140 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007

Table 141 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007

Table 142 Vodka Production, Imports and Exports: Total Volume 2002-2007

Table 143 Gin Production, Imports and Exports: Total Volume 2002-2007

Table 144 Rum Production, Imports and Exports: Total Volume 2002-2007

Table 145 Tequila Production, Imports and Exports: Total Volume 2003-2007

Table 146 Liqueurs Production: Total Volume 2002-2007

Table 147 Company Shares of Spirits by National Brand Owner 2003-2007

Table 148 Company Shares of Spirits by Global Brand Owner 2003-2007

Table 149 Brand Shares of Spirits 2004-2007

Table 150 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013

Table 151 Forecast Sales of Spirits by Subsector: Total Value 2008-2013

Table 152 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013

Table 153 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013