scandinavian wine trends – 2019 · importers creating local wine brands • long tradition of...
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SCANDINAVIAN WINE TRENDS – 2019
Sweden - Norway - Finland
CRUZ LILJEGRENBULK WINE BROKER/NÉGOCIANT
• Bulk wine broker based in Barcelona
Independent bulk wine [email protected]
+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 [email protected]
+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 [email protected]
+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 [email protected]
+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