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2025 Developments
Alcoholic drinks in Sweden posted a contraction in total volume by 1% to 796 million litres in 2025. Despite this reduction in consumption, value sales rose by 1% in current terms to SEK91 billion, reflecting a shift in consumer behaviour towards selective spending and premiumisation on specific occasions, underpinned by economic caution and the dominant influence of Systembolaget. The environment was increasingly shaped by a pronounced move towards moderation, with the strongest momentum seen in alcohol-free and low ABV alternatives, especially among younger adults and health-oriented consumers. This drove both innovation and shifts in portfolio strategy for leading companies. While overall growth opportunities remain limited due to continued moderation and economic headwinds, brands that align closely with the demand for lighter options, clear value or premium propositions, and strong Systembolaget distribution are best positioned to maintain resilience and relevance.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Sweden?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Sweden
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Major Brewers and Spirits Companies Expand Lighter Portfolios as Moderation Rises
Systembolaget’S Assortment Enables Trading Down and Selective Premium Spending
Younger Adults Drive Moderation with Fewer Drinking Occasions and Lighter Choices
Chart 2 Major Brands Expand Alcohol-Free and Low-Abv Portfolios
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Younger Consumers of Legal Drinking Age Drive Moderation as Businesses Shift to Value Creation
Niche Brands and Direct Sales Expand as Regulation Gradually Eases
Health and Premiumisation Reshape Product Development and Consumer Choices
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Spendrups and Carlsberg Strengthen Leadership as Moderation Limits Share Shifts
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Systembolaget Maintains Channel Dominance as Alternatives Remain Limited
E-Commerce Impact Constrained by Monopoly and Regulatory Structure
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 10 Economic Context for Alcoholic Drinks
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Sweden
Key Data Insights
Beer Summary
Chart 16 Key Industry Trends for Beer
Craft Brewers Adopt External Investment to Achieve Stability and Disciplined Growth
Chart 17 Craft Beer Market Enters Maturity Phase
Mainstream Brewers Scale Nolo Offerings to Attract Health-Focused Drinkers
Chart 18 Environmental Responsibility Boosts Brand Credentials
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Nolo Launches by Established Brewers Expand Weekday Occasions
Lager Sustains Leadership as Nolo and Stout Make Gains
Packaging Investments by Brewers Drive Sustainability From Expectation to Baseline
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Analyst Insight for Beer
Spendrups and Carlsberg Work to Reinforce Their Lead with Focused Brand Strategies
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Systembolaget Maintains Exclusive Control of Off-Trade Sales
Regulation Limits Channel Growth and Suppresses E-Commerce Adoption
Chart 26 Economic Context for Beer
Chart 27 Real Gdp Growth 2020-2030
Chart 28 Inflation 2020-2030
Chart 29 Consumer Context for Beer
Chart 30 Population 2020-2030
Chart 31 Population by Generation 2025
Cider/Perry in Sweden
Key Data Insights
Cider/Perry Summary
Chart 32 Key Industry Trends for Cider/Perry
Kopparberg and Craft Cider Launches Drive Polarisation and Erode Mid-Tier Share
Craft Variants and Value Sweet Ciders Reshape Consumption as Regular Cider/Perry Dominates
Nolo Innovation Fragments Demand as Consumers Switch to Substitutes
Chart 33 Nolo Growth Indirectly Weaken Traditional Cider
Chart 34 Volume Sales 2020-2030
Chart 35 Volume Sales by Category 2025
Craft and Value Launches Redefine Consumer Choices as Mid-Tier Fades
Chart 36 Market Reshaped by Polarisation, Splitting Growth between Premium and Low-Cost Products
Systembolaget Prioritises Packaging and Provenance, Shaping Brand Survival
Chart 37 Forecast Volume Sales 2020-2030
Chart 38 Forecast Volume Sales by Category 2025-2030
Chart 39 Analyst Insight for Cider/Perry
Kopparbergs Bryggeri Ab Retains Lead
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Systembolaget Adjusts Shelf Space as Low Sugar Cider Rises
Systembolaget Limits E-Commerce and Alternative Retail Expansion
Chart 42 Economic Context for Cider/Perry
Chart 43 Real Gdp Growth 2020-2030
Chart 44 Inflation 2020-2030
Chart 45 Consumer Context for Cider/Perry
Chart 46 Population 2020-2030
Chart 47 Population by Generation 2025
Rtds in Sweden
Key Data Insights
Rtds Summary
Chart 48 Key Industry Trends for Rtds
Premium Long Drink Launches as Younger Swedes of Legal Drinking Age Demand Quality and Flavour
Leading Brands Capture Demand for Spirit-Based and Cocktail Rtds
Chart 49 Growth Split between Premium Cocktail-Style Rtds and Low-Cost Entry Products
Flavour Innovation by Craft Producers Blurs Lines with Cider and Boosts Premium Appeal
Chart 50 Volume Sales 2020-2030
Chart 51 Volume Sales by Category 2025
Systembolaget Prioritises Strong Portfolios as Smaller Brands Lose Shelf Space
Chart 52 Market Sees Shift toward Premium, Cocktail-Inspired Rtd Formats
Flavour Experimentation to Drive Spirit-Based Rtds to Sustained Leadership
Constant Innovation in Citrus and Botanical Profiles Secures Premium Shelf Positions
Chart 53 Forecast Volume Sales 2020-2030
Chart 54 Forecast Volume Sales by Category 2025-2030
Chart 55 Analyst Insight for Rtds
Krönleins Bryggeri and Galatea Spirits Defend Share through Premium Innovation
Chart 56 Company Shares 2025
Chart 57 Brand Shares 2025
Systembolaget Increases Shelf Focus for Premium Cocktail Rtds
Entry-Level Rtds Lose Ground as Premiumisation Accelerates
Chart 58 Economic Context for Rtds
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Rtds
Chart 62 Population 2020-2030
Chart 63 Population by Generation 2025
Spirits in Sweden
Key Data Insights
Spirits Summary
Chart 64 Key Industry Trends for Spirits
Premium Spirits and Nolo Innovation Reshape Drinking Occasions
White Spirits and Whiskies Retain Volume Leadership as Value Growth Shifts to Nolo
Chart 65 Consumers Shift toward Alcohol-Free and Low Abv Options
Absolut and Smirnoff Drive Sustainable Packaging as a Lever for Premium Appeal
Chart 66 Volume Sales 2020-2030
Chart 67 Volume Sales by Category 2025
Premium and Zero-Abv Launches Reshape Drinking Occasions and Value
Chart 68 Spirits Split between Premiumisation and Value Demand
Systembolaget Sets Sustainability and Packaging as Gatekeepers for Shelf Space
Rising Real Gdp Supports Cautious but Premium-Led Growth
Chart 69 Forecast Volume Sales 2020-2030
Chart 70 Forecast Volume Sales by Category 2025-2030
Chart 71 Analyst Insight for Spirits
Pernod Ricard and Diageo Defend Share through Core Listings and Scale
Chart 72 Company Shares 2025
Chart 73 Brand Shares 2025
Systembolaget Channels Premium and Nolo Growth While Defending Dominance
Legal Restrictions Limit E-Commerce and Channel Innovation in Spirits
Chart 74 Economic Context for Spirits
Chart 75 Real Gdp Growth 2020-2030
Chart 76 Inflation 2020-2030
Chart 77 Consumer Context for Spirits
Chart 78 Population 2020-2030
Chart 79 Population by Generation 2025
Wine in Sweden
Key Data Insights
Wine Summary
Chart 80 Key Industry Trends for Wine
Bag-In-Box and Premium Branding Reshape Consumer Wine Choices
Still Light Grape Wine Maintains Lead as Value Formats Gain Traction
Chart 81 Non Alcoholic Wine Gains Mainstream Traction through Systembolaget
Celebrity-Backed Premium Labels and Bag-In-Box Formats Split Demand
Chart 82 Volume Sales 2020-2030
Chart 83 Volume Sales by Category 2025
Systembolaget’S Packaging Push Shifts Demand to Eco-Formats
Chart 84 Bag-In-Box Wine Offers Lower Environmental Impact
Non Alcoholic Wine Outpaces Traditional Styles as Health Focus Rises
Price Sensitivity and Niche Innovation Reshape Brand Strategies
Chart 85 Forecast Volume Sales 2020-2030
Chart 86 Forecast Volume Sales by Category 2025-2030
Chart 87 Analyst Insight for Wine
Giertz Vinimport Maintains Lead as Inflation Limits Share Gains
Chart 88 Company Shares 2025
Chart 89 Brand Shares 2025
Systembolaget Retains Control as Regulatory Changes Have Limited Impact
Farm Sales Offer New Route for Local Producers but Face Barriers
Systembolaget’S Regulated Model Limits Retail E-Commerce and Innovation
Chart 90 Economic Context for Wine
Chart 91 Real Gdp Growth 2020-2030
Chart 92 Inflation 2020-2030
Chart 93 Consumer Context for Wine
Chart 94 Population 2020-2030
Chart 95 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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