Beer in Sweden

PRE-COVID-19 PERFORMANCE

Swedes continue to go organic, with beer increasingly brewed this way

Sales of organic beer continue to grow in Sweden. Spendrups Bryggeri AB’s sales of organic beer increased by 32% in 2018, and this player seems to be the brewery in Sweden focusing most on these beverages.

Carlsberg’s restructuring tilts balance in Spendrups’ favour

The Swedish family-owned Spendrups Bryggeri maintained its sales leadership in beer in 2019, eclipsing Carlsberg Sverige AB by a small margin. Spendrups Bryggeri increased its sales through Systembolaget and strengthened its position in the on-trade.

Non-alcoholic beer experiencing giddying growth

The fastest-growing category in 2019 remained non-alcoholic beer. Its total volume sales rapidly from a low base, with leaders Spendrups and Carlsberg playing major roles in its increasing popularity.

2020 AND BEYOND

COVID-19 impact

On-trade volume sales of beer are expected to fall by 27% in 2020 in light of the impact of COVID-19. This contrasts sharply with the slight growth rate forecast for 2020 during research conducted in May 2019, ie before the spread of COVID-19.

Affected products within beer

Domestic premium lager accounts for the highest share of beer sales in the on-trade in Sweden. Therefore, the strong fall-off in custom combined with some outlet closures owing to a lack of compliance with new social distancing rules will see this type of beer incur the biggest loss in absolute terms in 2020.

Recovery and opportunities

In order to avoid having their outlets shut down or liquor licences revoked by government authorities, on-trade operators have to ensure they follow social distancing protocol, including having table service only if consumers are dining, and avoiding the build-up of crowds on the premises. Following these measures is likely to lower the number of people that a venue is able to serve per day, which will coincide with many consumers paying fewer visits anyway as they look to protect themselves from the virus.

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