Wine in Finland

PROSPECTS

Counter-balancing maturity

Total volume sales of wine faced declines in 2018. One interesting development in the category was the slowdown seen in sales of sparkling wine, which can be seen as inevitable considering that sales in the category during the previous year were boosted by the celebrations to mark the 100th anniversary of Finland’s Independence.

Still rosé wine, still white wine and sparkling wine get all the attention

Still white wine, sparkling wine and in particular still rosé wine became more popular in 2018 as Finns favoured fresh and light alcoholic drinks. In addition, sales were further boosted by the hot weather seen during the unusually long summer.

Ethical values continue to influence demand for wine

As Finns are demanding higher-quality wine and increasingly appreciating authenticity and the stories behind wine brands, production transparency and ethical values are increasingly subject to consumer interest, together with sustainability. 2018 for example saw the introduction into red wine of Chill Out Malbec Argentina, which is both Fairtrade and organic, and this is a sign of potential future trends.

COMPETITIVE LANDSCAPE

Niche spaces up for grabs in wine

While the state-owned Altia Oyj continues to hold on to its leading position in wine, there is still room for smaller players. As Finns are increasingly showing interest in trying out various wines from different regions as well as craft wines, it will be up to category players to grab sales share with trendy introductions.

New product development tapping into emerging trends

Low and non-alcoholic wine is expected to be a growing trend in Finland during the forecast period as the health and wellness trend continues its strong development. For example, the recently launched Poikain Parhaat Korpi Juhlaglögi is a non-alcoholic craft mulled wine made from domestic ingredients, lingonberry and cranberry juices and caters to the growing craft, domestic and non-alcoholic trend.

Sustainability as a strategy

2018 saw the launch of Vicarage Lane Canterbury Pinot Noir Rosé 2018. This new product has clear sustainability credentials as it comes in a lighter glass bottle and caters for the growing demand for still rosé wine while helping to reduce waste and making recycling easier.

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