Competitive Landscape
Pernod Ricard and Anora Increase Share as New Entrants Intensify Rivalry
The wine competitive environment in Finland shows a moderate level of concentration, with the top two companies, Pernod Ricard Finland Oy and Anora Group Oyj, holding total volume shares in 2025 at 25% and 23%, respectively. Over the 2020 to 2025 period, the industry became more concentrated, as Pernod Ricard Finland Oy grew its share and Anora Group Oyj entered the category in 2021.
Olvi Expands with Mission Wine and Spirits Acquisition to Boost Distribution Reach
A notable development in 2025 was Olvi Oyj’s agreement to acquire a 51% majority share in Brewery International, including the wine-focused Mission Wine and Spirits group, signed in December 2025. This move is set to expand Olvi Oyj’s footprint in wine and other alcoholic drinks distribution across the Nordic region.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Finland 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.
If you're in the Wine industry in Finland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Finland 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 Wine in Finland?
- Where is consumer demand for Wine 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 Finland?
- How are products distributed in Finland?
- 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?
Wine in Finland - Category analysis
Key Data Insights
Wine Summary
Non Alcoholic Wine Stands Out Amid Overall Decline
Hartwall and Noita Winery Drive Innovation through Flavour, Format and Heritage
Hartwall and Lepola Drinks Innovate with Lower Alcohol and Local Fruit Wines to Capture Younger Adults
Pernod Ricard and Anora Increase Share as New Entrants Intensify Rivalry
Olvi Expands with Mission Wine and Spirits Acquisition to Boost Distribution Reach
Alko Retains Dominance as Grocery Retail Gains Momentum for Low-Alcohol Options
Retail E-Commerce Expands Access for Non Alcoholic and Low Alcohol Wines
Alcoholic Drinks in Finland - Industry Overview
2025 Developments
Key Data Insights
Olvi Oyj Leverages Innovation and Wellness to Drive Non Alcoholic Launches
Coolhead Brew Captures Attention with Bold Flavour Experimentation
Finns Embrace Moderation and Value Amid Economic Pressure
Polarised Spending and Premium Launches Reshape Consumer Behaviour
Non Alcoholic Innovation and Local Storytelling Drive Future Growth
Olvi Oyj Expands Reach as Hartwall Strengthens through Acquisitions
Rye Rye Oy and Coolhead Brew Drive Innovation with Award-Winning Launches
Hypermarkets and Supermarkets Capture Sales as Alko Loses Share
Draft Legislation Delays Limit Growth in Digital Alcohol Sales
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
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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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
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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