SCANDINAVIA: Wine trade fluctuates in Sweden, Norway, Finland - research

By Graham Holter at Wine Intelligence | 23 October 2012

Wine Intelligence has identified major differences in consumer behaviour in Sweden, Norway and Finland, despite all three neighbouring markets having state monopolies of off-trade alcohol sales.

The research, released today (22 October), finds that, although all three countries enjoy high GDP and share some of the highest rates of wine drinking anywhere in the world, wine buying habits vary in several ways.

Regular wine drinkers in Sweden, for example, are most likely to buy Australian wine, while Norwegians favour Spanish wine. Chilean imports lead the way among Finnish consumers.

There are also differences in the style of wines being bought. Chardonnay is the favoured white varietal in Sweden and Finland, while Norwegians are more likely to drink Riesling.

In terms of region, Bordeaux over-indexes in Finland, Swedes have more of a penchant for Champagne, and Chablis has a strong following in Norway. There is also a marked variation in rosé drinking, with Swedes more likely to drink pink wines than the Norwegians, and far ahead of the Finns in their rosé appreciation.

Nordic wine lovers are also split over their purchasing decisions, with Swedes putting their faith in a friend or family member’s recommendation while Finns and Norwegians are more likely to look for the reassurance of a familiar brand.

Details of Wine Intelligence's report, Nordic Landscapes: The Monopolies, can be found here.

Expert analysis

Nordic Landscapes: The Monopolies

Part of our unique series of Landscape reports providing detailed and up-to-date market and consumer insights for the Finnish, Norweigan, Swedish wine markets. •Source material is based on Vinitrac®- the Wine Intelligence’s unrivalled global online omnibus wine drinker tracking survey, supported by secondary market tracking data and a market introduction from a wine market industry expert.

Sectors: Wine

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SCANDINAVIA: Wine trade fluctuates in Sweden, Norway, Finland - research

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