SCANDINAVIAN WINE TRENDS – 2019 · IMPORTERS CREATING LOCAL WINE BRANDS • Long tradition of...

SCANDINAVIAN WINE TRENDS – 2019

Sweden - Norway - Finland

CRUZ LILJEGRENBULK WINE BROKER/NÉGOCIANT 

Independent bulk wine contactinfo@cruzliljegren.com

+34 694 485 986

CRUZ LILJEGRENBULK WINE BROKER/NÉGOCIANT 

• Bulk wine broker based in Barcelona

Independent bulk wine contactinfo@cruzliljegren.com

+34 694 485 986

CRUZ LILJEGRENBULK WINE BROKER/NÉGOCIANT 

• Bulk wine broker based in Barcelona

• PWB is helps clients to find the right wines in bulk

Independent bulk wine contactinfo@cruzliljegren.com

+34 694 485 986

CRUZ LILJEGRENBULK WINE BROKER/NÉGOCIANT 

• Bulk wine broker based in Barcelona

• PWB is helps clients to find the right wines in bulk

• Yearly selection with less than 30 wines

Independent bulk wine contactinfo@cruzliljegren.com

+34 694 485 986

CRUZ LILJEGRENBULK WINE BROKER/NÉGOCIANT 

• Bulk wine broker based in Barcelona

• PWB is helps clients to find the right wines in bulk

• Yearly selection with less than 30 wines

• Value-driven clients that are looking for wines with USP´s

Independent bulk wine contactinfo@cruzliljegren.com

+34 694 485 986

SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´

SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´

• Most of the highest selling box-wines have sugar levels well above traditional red wine

SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´

• Most of the highest selling box-wines have sugar levels well above traditional red wine

• 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l.

SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´

• Most of the highest selling box-wines have sugar levels well above traditional red wine

• 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l.

• Why? Couch-drinking – it’s a thing

SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´

• Most of the highest selling box-wines have sugar levels well above traditional red wine

• 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l.

• Why? Couch-drinking – it’s a thing

• The bag-in-box format facilities using wine in non-dining occasions

SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING´

• Most of the highest selling box-wines have sugar levels well above traditional red wine

• 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l.

• Why? Couch-drinking – it’s a thing

• The bag-in-box format facilities using wine in non-dining occasions

• Awareness is rising, monopolies are now transparent with information

CLIMATE-FRIENDLY :)PACKAGING

CLIMATE-FRIENDLY :)PACKAGING

• Systembolaget has proposed a fee on heavy glass bottles

CLIMATE-FRIENDLY :)PACKAGING

• Systembolaget has proposed a fee on heavy glass bottles

• Packaging is 1/3 of the monopolies climate footprint

CLIMATE-FRIENDLY :)PACKAGING

• Systembolaget has proposed a fee on heavy glass bottles

• Packaging is 1/3 of the monopolies climate footprint

• “Climate friendly” messages on the shelfs

CLIMATE-FRIENDLY :)PACKAGING

• Systembolaget has proposed a fee on heavy glass bottles

• Packaging is 1/3 of the monopolies climate footprint

• “Climate friendly” messages on the shelfs

• Commercial wines bottled in the winery will disappear

CLIMATE-FRIENDLY :)PACKAGING

• Systembolaget has proposed a fee on heavy glass bottles

• Packaging is 1/3 of the monopolies climate footprint

• “Climate friendly” messages on the shelfs

• Commercial wines bottled in the winery will disappear

• Longer shelf life, a benefit with packaging close to market

IMPORTERS CREATING LOCAL WINE BRANDS

IMPORTERS CREATING LOCAL WINE BRANDS

• Long tradition of local wine brands

IMPORTERS CREATING LOCAL WINE BRANDS

• Long tradition of local wine brands

• Large importers have a mix of own brands and producer brands

IMPORTERS CREATING LOCAL WINE BRANDS

• Long tradition of local wine brands

• Large importers have a mix of own brands and producer brands

• Brands as diverse as TRE3 apor and Enzo Bartoli

IMPORTERS CREATING LOCAL WINE BRANDS

• Long tradition of local wine brands

• Large importers have a mix of own brands and producer brands

• Brands as diverse as TRE3 apor and Enzo Bartoli

• Can be stable business for the winery (as long as you don’t run out of wine)

INTERNET RETAILERS CHALLENGING THE MONOPOLIES

INTERNET RETAILERS CHALLENGING THE MONOPOLIES • Monopolies challenged by

private wine retailers

INTERNET RETAILERS CHALLENGING THE MONOPOLIES • Monopolies challenged by

private wine retailers

• Sales amounting to 1,3% of total market (2016)

INTERNET RETAILERS CHALLENGING THE MONOPOLIES • Monopolies challenged by

private wine retailers

• Sales amounting to 1,3% of total market (2016)

• No one is ready to invest enough due to legal insecurity

INTERNET RETAILERS CHALLENGING THE MONOPOLIES • Monopolies challenged by

private wine retailers

• Sales amounting to 1,3% of total market (2016)

• No one is ready to invest enough due to legal insecurity

• Winefinder grew 25 percent last year

CONVERTING POPULAR BRANDS TO ORGANIC

CONVERTING POPULAR BRANDS TO ORGANIC

• Organic wines have increased with 100% in 10 years (Systembolaget)

CONVERTING POPULAR BRANDS TO ORGANIC

• Organic wines have increased with 100% in 10 years (Systembolaget)

• 10% of sales in Norway, 22% in Sweden

CONVERTING POPULAR BRANDS TO ORGANIC

• Organic wines have increased with 100% in 10 years (Systembolaget)

• 10% of sales in Norway, 22% in Sweden

• Wine importers are converting their own brands to Organic

CONVERTING POPULAR BRANDS TO ORGANIC

• Organic wines have increased with 100% in 10 years (Systembolaget)

• 10% of sales in Norway, 22% in Sweden

• Wine importers are converting their own brands to Organic

• The producer might need to purchase organic wine by bulk , this is allowed

VEGAN WINE OFFICIAL CATEGORY

VEGAN WINE OFFICIAL CATEGORY

• Systembolaget have decided that `Vegan wine´ is a wine category

VEGAN WINE OFFICIAL CATEGORY

• Systembolaget have decided that `Vegan wine´ is a wine category

• Roughly 10% vegans in Scandinavia

VEGAN WINE OFFICIAL CATEGORY

• Systembolaget have decided that `Vegan wine´ is a wine category

• Roughly 10% vegans in Scandinavia

• Importers pressuring wineries to `go Vegan

VEGAN WINE OFFICIAL CATEGORY

• Systembolaget have decided that `Vegan wine´ is a wine category

• Roughly 10% vegans in Scandinavia

• Importers pressuring wineries to `go Vegan

• `Vegan´ sounds healthy, even for non-vegans

VEGAN WINE OFFICIAL CATEGORY

• Systembolaget have decided that `Vegan wine´ is a wine category

• Roughly 10% vegans in Scandinavia

• Importers pressuring wineries to `go Vegan

• `Vegan´ sounds healthy, even for non-vegans

• The Vegan Society & The European Vegetarian Union

BAG IN BOX SALES – STABILISED

BAG IN BOX SALES – STABILISED

• Sweden is the worlds largest importer of box wine

BAG IN BOX SALES – STABILISED

• Sweden is the worlds largest importer of box wine

• Stopped increasing at 40-60 % marketshare

BAG IN BOX SALES – STABILISED

• Sweden is the worlds largest importer of box wine

• Stopped increasing at 40-60 % marketshare

• Design tend to be the most elaborated of all BIB markets

BAG IN BOX SALES – STABILISED

• Sweden is the worlds largest importer of box wine

• Stopped increasing at 40-60 % marketshare

• Design tend to be the most elaborated of all BIB markets

• Specialised packaging companies like FrontPac

ROSÉ (PROVENCE STYLE)

ROSÉ (PROVENCE STYLE)

• Considered aspirational, affordable & accessible

ROSÉ (PROVENCE STYLE)

• Considered aspirational, affordable & accessible

• Scandinavian taste moving towards lighter colour rosé

ROSÉ (PROVENCE STYLE)

• Considered aspirational, affordable & accessible

• Scandinavian taste moving towards lighter colour rosé

• Systembolaget writes “modern style” when requesting “Provence style”

ROSÉ (PROVENCE STYLE)

• Considered aspirational, affordable & accessible

• Scandinavian taste moving towards lighter colour rosé

• Systembolaget writes “modern style” when requesting “Provence style”

• Direct flights from Oslo to Nice resulted in 12% increase

ITALIAN WINE `100% INCREASE IN 10 YEARS´

ITALIAN WINE `100% INCREASE IN 10 YEARS´

• 100% increase in marketshare in 10 years (now 30% marketshare)

ITALIAN WINE `100% INCREASE IN 10 YEARS´

• 100% increase in marketshare in 10 years (now 30% marketshare)

• Italy has 40% marketshare in red wine (in volume)

ITALIAN WINE `100% INCREASE IN 10 YEARS´

• 100% increase in marketshare in 10 years (now 30% marketshare)

• Italy has 40% marketshare in red wine (in volume)

• Italian Zinfandel, often in American-styled design

ITALIAN WINE `100% INCREASE IN 10 YEARS´

• 100% increase in marketshare in 10 years (now 30% marketshare)

• Italy has 40% marketshare in red wine (in volume)

• Italian Zinfandel, often in American-styled design

• Amarone leading all red wine sales above 10€ per bottle

PROSECCO 50% GROWTH IN 5 YEARS

PROSECCO 50% GROWTH IN 5 YEARS

• Similar growth as in other developed markets

PROSECCO 50% GROWTH IN 5 YEARS

• Similar growth as in other developed markets

• 50% growth since 2013 on Systembolaget (now 30% marketshare)

PROSECCO 50% GROWTH IN 5 YEARS

• Similar growth as in other developed markets

• 50% growth since 2013 on Systembolaget (now 30% marketshare)

• Growing three times faster than the category as a whole

PROSECCO 50% GROWTH IN 5 YEARS

• Similar growth as in other developed markets

• 50% growth since 2013 on Systembolaget (now 30% marketshare)

• Growing three times faster than the category as a whole

• PLEX Prosecco – marketing innovation by importer

QUESTIONS?

Independent bulk wine contactinfo@cruzliljegren.com

+34 694 485 986