1. SCANDINAVIAN WINE
TRENDS – 2019
Sweden - Norway - Finland

2. CRUZ LILJEGREN
BULK WINE BROKER/NÉGOCIANT
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986

3. CRUZ LILJEGREN
BULK WINE BROKER/NÉGOCIANT
• Bulk wine broker based in Barcelona
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986

4. CRUZ LILJEGREN
BULK WINE BROKER/NÉGOCIANT
• Bulk wine broker based in Barcelona
• PWB is helps clients to find the right
wines in bulk
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986

5. CRUZ LILJEGREN
BULK 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 contact
info@cruzliljegren.com
+34 694 485 986

6. CRUZ LILJEGREN
BULK 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 contact
info@cruzliljegren.com
+34 694 485 986

8. SUGAR-LEVELS OPTIMISED FOR
`COUCH-DRINKING´

9. SUGAR-LEVELS OPTIMISED FOR
`COUCH-DRINKING´
• Most of the highest selling box-
wines have sugar levels well above
traditional red wine

10. 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
oVinmonopolet contains 10+g/l.

11. 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
oVinmonopolet contains 10+g/l.
• Why? Couch-drinking – it’s a thing

12. 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
oVinmonopolet contains 10+g/l.
• Why? Couch-drinking – it’s a thing
• The bag-in-box format facilities
using wine in non-dining occasions

13. 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
oVinmonopolet 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

14. CLIMATE-FRIENDLY :)
PACKAGING

15. CLIMATE-FRIENDLY :)
PACKAGING
• Systembolaget has proposed a fee
on heavy glass bottles

16. CLIMATE-FRIENDLY :)
PACKAGING
• Systembolaget has proposed a fee
on heavy glass bottles
• Packaging is 1/3 of the
monopolies climate footprint

17. 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

18. 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

19. 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

20. IMPORTERS CREATING
LOCAL WINE BRANDS

21. IMPORTERS CREATING
LOCAL WINE BRANDS
• Long tradition of local wine
brands

22. IMPORTERS CREATING
LOCAL WINE BRANDS
• Long tradition of local wine
brands
• Large importers have a mix of
own brands and producer
brands

23. 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 asTRE3 apor
and Enzo Bartoli

24. 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 asTRE3 apor
and Enzo Bartoli
• Can be stable business for the
winery (as long as you don’t
run out of wine)

25. INTERNET RETAILERS
CHALLENGINGTHE MONOPOLIES

26. INTERNET RETAILERS
CHALLENGINGTHE MONOPOLIES
• Monopolies challenged by
private wine retailers

27. INTERNET RETAILERS
CHALLENGINGTHE MONOPOLIES
• Monopolies challenged by
private wine retailers
• Sales amounting to 1,3% of
total market (2016)

28. INTERNET RETAILERS
CHALLENGINGTHE 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

29. INTERNET RETAILERS
CHALLENGINGTHE 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

30. CONVERTING POPULAR
BRANDSTO ORGANIC

31. CONVERTING POPULAR
BRANDSTO ORGANIC
• Organic wines have increased
with 100% in 10 years
(Systembolaget)

32. CONVERTING POPULAR
BRANDSTO ORGANIC
• Organic wines have increased
with 100% in 10 years
(Systembolaget)
• 10% of sales in Norway, 22% in
Sweden

33. CONVERTING POPULAR
BRANDSTO 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

34. CONVERTING POPULAR
BRANDSTO 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

35. VEGAN WINE
OFFICIAL CATEGORY

36. VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category

37. VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
• Roughly 10% vegans in
Scandinavia

38. VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
• Roughly 10% vegans in
Scandinavia
• Importers pressuring wineries to
`goVegan

39. VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
• Roughly 10% vegans in
Scandinavia
• Importers pressuring wineries to
`goVegan
• `Vegan´ sounds healthy, even for
non-vegans

40. VEGAN WINE
OFFICIAL CATEGORY
• Systembolaget have decided that
`Vegan wine´ is a wine category
• Roughly 10% vegans in
Scandinavia
• Importers pressuring wineries to
`goVegan
• `Vegan´ sounds healthy, even for
non-vegans
• TheVegan Society &The
EuropeanVegetarian Union

41. BAG IN BOX SALES –
STABILISED

42. BAG IN BOX SALES –
STABILISED
• Sweden is the worlds largest
importer of box wine

43. BAG IN BOX SALES –
STABILISED
• Sweden is the worlds largest
importer of box wine
• Stopped increasing at 40-60
% marketshare

44. 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

45. 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

46. ROSÉ (PROVENCE STYLE)

47. ROSÉ (PROVENCE STYLE)
• Considered aspirational,
affordable & accessible

48. ROSÉ (PROVENCE STYLE)
• Considered aspirational,
affordable & accessible
• Scandinavian taste moving
towards lighter colour rosé

49. ROSÉ (PROVENCE STYLE)
• Considered aspirational,
affordable & accessible
• Scandinavian taste moving
towards lighter colour rosé
• Systembolaget writes
“modern style” when
requesting “Provence style”

50. 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

51. ITALIAN WINE
`100% INCREASE IN 10YEARS´

52. ITALIAN WINE
`100% INCREASE IN 10YEARS´
• 100% increase in
marketshare in 10 years
(now 30% marketshare)

53. ITALIAN WINE
`100% INCREASE IN 10YEARS´
• 100% increase in
marketshare in 10 years
(now 30% marketshare)
• Italy has 40% marketshare in
red wine (in volume)

54. ITALIAN WINE
`100% INCREASE IN 10YEARS´
• 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

55. ITALIAN WINE
`100% INCREASE IN 10YEARS´
• 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

56. PROSECCO
50% GROWTH IN 5YEARS

57. PROSECCO
50% GROWTH IN 5YEARS
• Similar growth as in other
developed markets

58. PROSECCO
50% GROWTH IN 5YEARS
• Similar growth as in other
developed markets
• 50% growth since 2013 on
Systembolaget (now 30%
marketshare)

59. PROSECCO
50% GROWTH IN 5YEARS
• 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

60. PROSECCO
50% GROWTH IN 5YEARS
• 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

61. QUESTIONS?
Independent bulk wine contact
info@cruzliljegren.com
+34 694 485 986