SCANDINAVIAN WINE TRENDS – 2019 · IMPORTERS CREATING LOCAL WINE BRANDS • Long tradition of local wine brands • Large importers have a mix of own brands and producer brands

SCANDINAVIAN WINE TRENDS – 2019

Sweden - Norway - Finland

CRUZ LILJEGRENBULK WINE BROKER/NÉGOCIANT

Independent bulk wine [email protected]

+34 694 485 986

mailto:[email protected]


• Bulk wine broker based in Barcelona


+34 694 485 986




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


+34 694 485 986





• Yearly selection with less than 30 wines


+34 694 485 986





• Yearly selection with less than 30 wines

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


+34 694 485 986


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





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

• Awareness is rising, monopolies are now transparent with information

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





• Commercial wines bottled in the winery will disappear

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

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




• 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



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




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




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

• Winefinder grew 25 percent last year

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




• 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


• 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´ sounds healthy, even for non-vegans

• The Vegan Society & The European Vegetarian Union

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




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

• Specialised packaging companies like FrontPac

ROSÉ (PROVENCE STYLE)


• Considered aspirational, affordable & accessible



• Scandinavian taste moving towards lighter colour rosé




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




• 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´


• 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 Zinfandel, often in American-styled design

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

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




• Growing three times faster than the category as a whole

• PLEX Prosecco – marketing innovation by importer

QUESTIONS?


+34 694 485 986


Documents

SCANDINAVIAN WINE TRENDS – 2019 · IMPORTERS CREATING LOCAL WINE BRANDS • Long tradition of local wine brands • Large importers have a mix of own brands and producer brands