Competitive Landscape
Giertz Vinimport Maintains Lead as Inflation Limits Share Gains
The structure of wine in Sweden remained fragmented in 2025, with no single company holding a dominant position. Giertz Vinimport AB led with an 11% total volume share, followed by Wine Team Global AB at 5%, and all other companies holding less than 5% individually.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine 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.
If you're in the Wine 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 Wine 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 Wine in Sweden?
- 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 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?
Wine in Sweden - Category analysis
Key Data Insights
Wine Summary
Bag-In-Box and Premium Branding Reshape Consumer Wine Choices
Still Light Grape Wine Maintains Lead as Value Formats Gain Traction
Celebrity-Backed Premium Labels and Bag-In-Box Formats Split Demand
Systembolaget’S Packaging Push Shifts Demand to Eco-Formats
Non Alcoholic Wine Outpaces Traditional Styles as Health Focus Rises
Price Sensitivity and Niche Innovation Reshape Brand Strategies
Giertz Vinimport Maintains Lead as Inflation Limits Share Gains
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
Alcoholic Drinks in Sweden - Industry Overview
2025 Developments
Key Data Insights
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
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
Spendrups and Carlsberg Strengthen Leadership as Moderation Limits Share Shifts
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
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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