Wine in Finland

PROSPECTS

Maturity, but not without growth opportunities

The wine culture in Finland continues to evolve and move towards greater sophistication as more wines enter, allowing Finns to have more flavour experiences. While total volume consumption faced maturity and stagnation in 2017, dynamic growth was seen in categories such as still rosé wine and sparkling wine, where products such as prosecco still have novelty value.

Premiumisation and economisation as trends

Another growth opportunity lies in premium wine. Premiumisation remains marginal in Finland, but as selections widen and more smaller batches become available, more Finns are expected to be willing to pay for unique wine flavours and experiences.

Eco and ethical credentials appeal

At the end of 2017, domestic Altia Oyj launched Blossa Ekologisk Vinglögg, an organic version of its popular Blossa glögi or mulled wine, targeting an increasing number of health and wellness- and ecologically-conscious Finns. Also, Red Bev Oy introduced Domaine Fernand Engel Crémant d’Alsace Tradition Brut in 2017, which is organic sparkling wine from France certified by Ecocert.

COMPETITIVE LANDSCAPE

Finding a niche as a way forward

While Altia Oyj, a Finnish state-owned alcohol company, continued to hold the leading position in wine in 2017, followed by Pernod Ricard Finland Oy, the remaining sales were fragmented between a larger number of players. While it is hard to challenge the leading players, which have managed to hold on to their shares rather well, there is still room for smaller players which can find niches, for example, by offering different sparkling wine types, still rosé wine and premium offerings to reach profitable sales.

Widening selection on offer

Wine saw active new product development in 2017. Growing demand for sparkling wine was met in 2017 with a great number of launches such as Zonin Moscato Dolce, sweet Italian sparkling wine, and Moët & Chandon Grand Vintage Rosé Champagne Brut, premium rosé champagne from 2008 with only 600 bottles made available.

Developing the wine culture

The state-owned Alko monopoly has put effort into further developing the wine culture. Not only are wine selections on its shelves marked with symbols of food they are ideal to be enjoyed with, but the company also offers summaries of their origin and stories of their manufacturers in its catalogues and online store.

Files are delivered directly into your account within a few minutes of purchase.