How does the Swedish alcohol monopoly work?
Systembolaget was founded in 1955 following centuries of attempts to regulate alcohol consumption in Sweden, for example through the use of measures such as spirit rationing and the introduction of the ration book. For a long time, it was only possible to purchase products over the counter, which resulted in long queues.
The Swedish government operates a monopoly on retail sales of alcoholic beverages. This means that all retail sales of spirits, wine, and beer, with an ABV superior to 3.5 volume percent, takes place through the government-owned company Systembolaget. Systembolaget operates more than 450 stores nationwide and has more than 500 representatives in smaller communities. Goods are sold in the stores without profit maximization, and up-selling is prohibited.
Today stores are more customer-centred, with an extensive range of products, more generous opening hours and well-trained and knowledgeable staff.
When Sweden joined the EU in 1995, the country was allowed to retain its retail sales monopoly on alcohol, but the monopoly on production, import, and export and restaurant sales was abolished, making it possible for businesses to begin importing and selling directly to restaurants. Sigva was founded at this time and we have therefore very long experience within the group.
Figures and statistics
The fixed assortment of Systembolaget consists of about 3000 fixed products and 18.000 in the order assortment. Four times every year, new fixed launches enter the assortment, and there are also many temporary exclusive listings, including the new TSV tender opportunities.
- Sales at Systembolaget 2023
- Beer: 288 359 449 liters
- Wine: 213 411 713 litres
- Spirits: 23 492 063 liters
- Cider: 16 269 695 liters
- Nonalcoholic beverages: 2 108 254 liters
Tender and Purchasing Process
At the core of our collaboration with Systembolaget lies the living launch plan, a dynamic and forward-looking document that outlines Systembolaget’s aspirations for its product range in the upcoming year. This launch plan is shared with all authorized importers, setting the stage for a highly structured and detailed tender request. The request spells out the desired products in meticulous detail, offering a unique opportunity for wines that meet these criteria to be considered for Systembolaget’s fixed, exclusive, or order assortments. Notably, wines selected for the fixed range enjoy a prolonged presence in Systembolaget’s offerings, marking a significant opportunity for sustained visibility and sales.
The Importance of the Living Launch Plan
The living launch plan is not merely a guide; it is a pivotal element in shaping future tenders. Its evolving nature allows us, as importers, to actively engage in a continuous dialogue with our producers, tailoring our offerings to align closely with both our interests and Systembolaget’s strategic direction. This ongoing adjustment and alignment process is crucial, ensuring that our proposals are not only competitive but also resonate with the current market trends and consumer preferences outlined by Systembolaget.
Tender Submissions
Our submissions to Systembolaget undergo a rigorous evaluation process. It is imperative that all tenders are completed accurately and in full compliance with the specified requirements. Incomplete or inaccurately submitted tenders risk rejection. Following the submission process, selected products undergo taste sampling—a critical phase where the essence and quality of the wine are assessed.
Through this intricate process, we play a pivotal role in not just responding to the market demands but actively shaping them in collaboration with our producers. Our commitment to aligning our tender submissions with the living launch plan ensures that we contribute positively to the diversity and richness of Systembolaget’s offerings, ultimately benefiting the Swedish market with a carefully curated selection of wines.
Wine testing process
The wines are assessed in a blind test by three independent wine experts and are evaluated individually based on a particular points system. The wines are given scores based on how well they match the required taste profiles. This involves that Systembolaget inspects the submitted samples of the winning wine to ensure that the wine delivered is the same as the tested one.
The wines can score 1-9 points in each test, making the top score sum 27 points. Winners The wine with the highest score wins the launch and the purchaser responsible notifies the importer on the same day.
Further samples must be submitted at this stage for a technical assessment to be performed in a lab.
Start Ten weeks before the launch, a case of the selected wine is sent to Systembolaget. A characterization test is also held, in addition to a tasting for wine critics and journalists. New wines are presented on Systembolaget’s webpage in their news section.