the beverage group
The key for the success on the Swedish retail market for the alcoholic beverages
This is Systembolaget
Systembolaget is today one of the largest individual purchasers in the world.
Systembolaget has a nationwide retail network of 430 stores and approximately 500 agents serving smaller communities.
The agents do not carry items in stock, but the entire product range can be ordered through them.
There were 120 million customer visits to Systembolaget's stores in 2014 – the highest number ever.
The trend in recent years has seen customer visiting the stores more often, but buying approximately the same overall amount as before.
Systembolaget’s stores offer a wide and quality-assured range of products.
The product range of wine, strong beer and spirits is one of the most comprehensive in the world.
SYSTEMBOLAGET AT A GLANCE
1. Tenders are won through blind tastings.
2. There are no price promotions.
3. Shelf locations are according to the country of origin, and not based on brand or marketing budget.
4. Producers can gain market share without a marketing budget.
5. Press tastings are handled by the monopoly.
6. The monopoly offers correct market pricing, timely payments
and set margins.
CHECKLIST FOR ENGAGING WITH SYSTEMBOLAGET
1. Research. Where does the product fit in the market?
2. Find a good importer. Approach them personally.
3. Only enter tenders with products that perfectly match the
specifications.
4. Only enter tenders if the necessary volumes are available.
5. Think long term.
6. Be aware there are no guarantees of success.