There are two distribution channels that allows one to sell its wines on the Swedish market:
Systembolaget (the Swedish monopoly) and HoReCa (Hotel-Restaurant-Café)
It is hard to understand how the Swedish Monopoly works, but here is a short explanation:
First, how Systembolaget describes itself:
”Systembolaget exists for one reason: To minimize alcohol-related problems by selling alcohol in a responsible way, without profit motive. A monopoly that is being developed continuously to match changes in trends and consumers tastes.”
Systembolaget is the governmentally owned chain of liquor stores in Sweden. It means that liquor is only sold to customers through their stores. It is important to notice, that Systembolaget is not allowed to import wine & alcohol by itself, it must always go through importers.
There are two ways to sell alcohol to consumers (excluding restaurants):
Online ordering on www.systembolaget.se or in the store itself. The ordering range is much wider than the one in the store. The final aim for most products is to be sold in the store itself. That way customers can see, and touch the product, which brings a better showcase and better visibility for the product. There are 435 Systembolaget stores in Sweden.
Wine tenders sent by Systembolaget to all importers in Sweden. The importers are able to pitch on different tenders. The tenders are very specific such as origin, taste, price, grape composition, ageing process, etc.