SCANDINAVIAN WINE TRENDS 2019 Sweden - Norway - Finland
CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Bulk wine broker based in Barcelona Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Bulk wine broker based in Barcelona PWB is helps clients to find the right wines in bulk Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Bulk wine broker based in Barcelona PWB is helps clients to find the right wines in bulk Yearly selection with less than 30 wines Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
CRUZ LILJEGREN BULK WINE BROKER/NÉGOCIANT Bulk wine broker based in Barcelona PWB is helps clients to find the right wines in bulk Yearly selection with less than 30 wines Value-driven clients that are looking for wines with USP s Independent bulk wine contact info@cruzliljegren.com +34 694 485 986
SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING
SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine
SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l.
SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l. Why? Couch-drinking it s a thing
SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l. Why? Couch-drinking it s a thing The bag-in-box format facilities using wine in non-dining occasions
SUGAR-LEVELS OPTIMISED FOR `COUCH-DRINKING Most of the highest selling boxwines have sugar levels well above traditional red wine 8 of the 10 most popular red wines o Vinmonopolet contains 10+g/l. Why? Couch-drinking it s a thing The bag-in-box format facilities using wine in non-dining occasions Awareness is rising, monopolies are now transparent with information
CLIMATE-FRIENDLY :) PACKAGING
CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles PACKAGING
CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles Packaging is 1/3 of the monopolies climate footprint PACKAGING
CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles Packaging is 1/3 of the monopolies climate footprint Climate friendly messages on the shelfs PACKAGING
CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles Packaging is 1/3 of the monopolies climate footprint Climate friendly messages on the shelfs Commercial wines bottled in the winery will disappear PACKAGING
CLIMATE-FRIENDLY :) Systembolaget has proposed a fee on heavy glass bottles Packaging is 1/3 of the monopolies climate footprint Climate friendly messages on the shelfs Commercial wines bottled in the winery will disappear Longer shelf life, a benefit with packaging close to market PACKAGING
IMPORTERS CREATING LOCAL WINE BRANDS
IMPORTERS CREATING LOCAL WINE BRANDS Long tradition of local wine brands
IMPORTERS CREATING LOCAL WINE BRANDS Long tradition of local wine brands Large importers have a mix of own brands and producer brands
IMPORTERS CREATING LOCAL WINE BRANDS Long tradition of local wine brands Large importers have a mix of own brands and producer brands Brands as diverse as TRE3 apor and Enzo Bartoli
IMPORTERS CREATING LOCAL WINE BRANDS Long tradition of local wine brands Large importers have a mix of own brands and producer brands Brands as diverse as TRE3 apor and Enzo Bartoli Can be stable business for the winery (as long as you don t run out of wine)
INTERNET RETAILERS CHALLENGING THE MONOPOLIES
INTERNET RETAILERS CHALLENGING THE MONOPOLIES Monopolies challenged by private wine retailers
INTERNET RETAILERS CHALLENGING THE MONOPOLIES Monopolies challenged by private wine retailers Sales amounting to 1,3% of total market (2016)
INTERNET RETAILERS CHALLENGING THE MONOPOLIES Monopolies challenged by private wine retailers Sales amounting to 1,3% of total market (2016) No one is ready to invest enough due to legal insecurity
INTERNET RETAILERS CHALLENGING THE MONOPOLIES Monopolies challenged by private wine retailers Sales amounting to 1,3% of total market (2016) No one is ready to invest enough due to legal insecurity Winefinder grew 25 percent last year
CONVERTING POPULAR BRANDS TO ORGANIC
CONVERTING POPULAR BRANDS TO ORGANIC Organic wines have increased with 100% in 10 years (Systembolaget)
CONVERTING POPULAR BRANDS TO ORGANIC Organic wines have increased with 100% in 10 years (Systembolaget) 10% of sales in Norway, 22% in Sweden
CONVERTING POPULAR BRANDS TO ORGANIC Organic wines have increased with 100% in 10 years (Systembolaget) 10% of sales in Norway, 22% in Sweden Wine importers are converting their own brands to Organic
CONVERTING POPULAR BRANDS TO ORGANIC Organic wines have increased with 100% in 10 years (Systembolaget) 10% of sales in Norway, 22% in Sweden Wine importers are converting their own brands to Organic The producer might need to purchase organic wine by bulk, this is allowed
VEGAN WINE OFFICIAL CATEGORY
VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category
VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category Roughly 10% vegans in Scandinavia
VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category Roughly 10% vegans in Scandinavia Importers pressuring wineries to `go Vegan
VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category Roughly 10% vegans in Scandinavia Importers pressuring wineries to `go Vegan `Vegan sounds healthy, even for non-vegans
VEGAN WINE OFFICIAL CATEGORY Systembolaget have decided that `Vegan wine is a wine category Roughly 10% vegans in Scandinavia Importers pressuring wineries to `go Vegan `Vegan sounds healthy, even for non-vegans The Vegan Society & The European Vegetarian Union
BAG IN BOX SALES STABILISED
BAG IN BOX SALES STABILISED Sweden is the worlds largest importer of box wine
BAG IN BOX SALES STABILISED Sweden is the worlds largest importer of box wine Stopped increasing at 40-60 % marketshare
BAG IN BOX SALES STABILISED Sweden is the worlds largest importer of box wine Stopped increasing at 40-60 % marketshare Design tend to be the most elaborated of all BIB markets
BAG IN BOX SALES STABILISED Sweden is the worlds largest importer of box wine Stopped increasing at 40-60 % marketshare Design tend to be the most elaborated of all BIB markets Specialised packaging companies like FrontPac
ROSÉ (PROVENCE STYLE)
ROSÉ (PROVENCE STYLE) Considered aspirational, affordable & accessible
ROSÉ (PROVENCE STYLE) Considered aspirational, affordable & accessible Scandinavian taste moving towards lighter colour rosé
ROSÉ (PROVENCE STYLE) Considered aspirational, affordable & accessible Scandinavian taste moving towards lighter colour rosé Systembolaget writes modern style when requesting Provence style
ROSÉ (PROVENCE STYLE) Considered aspirational, affordable & accessible Scandinavian taste moving towards lighter colour rosé Systembolaget writes modern style when requesting Provence style Direct flights from Oslo to Nice resulted in 12% increase
ITALIAN WINE `100% INCREASE IN 10 YEARS
ITALIAN WINE `100% INCREASE IN 10 YEARS 100% increase in marketshare in 10 years (now 30% marketshare)
ITALIAN WINE `100% INCREASE IN 10 YEARS 100% increase in marketshare in 10 years (now 30% marketshare) Italy has 40% marketshare in red wine (in volume)
ITALIAN WINE `100% INCREASE IN 10 YEARS 100% increase in marketshare in 10 years (now 30% marketshare) Italy has 40% marketshare in red wine (in volume) Italian Zinfandel, often in American-styled design
ITALIAN WINE `100% INCREASE IN 10 YEARS 100% increase in marketshare in 10 years (now 30% marketshare) Italy has 40% marketshare in red wine (in volume) Italian Zinfandel, often in American-styled design Amarone leading all red wine sales above 10 per bottle
PROSECCO 50% GROWTH IN 5 YEARS
PROSECCO 50% GROWTH IN 5 YEARS Similar growth as in other developed markets
PROSECCO 50% GROWTH IN 5 YEARS Similar growth as in other developed markets 50% growth since 2013 on Systembolaget (now 30% marketshare)
PROSECCO 50% GROWTH IN 5 YEARS Similar growth as in other developed markets 50% growth since 2013 on Systembolaget (now 30% marketshare) Growing three times faster than the category as a whole
PROSECCO 50% GROWTH IN 5 YEARS Similar growth as in other developed markets 50% growth since 2013 on Systembolaget (now 30% marketshare) Growing three times faster than the category as a whole PLEX Prosecco marketing innovation by importer
QUESTIONS? Independent bulk wine contact info@cruzliljegren.com +34 694 485 986