Sweden, a country of 10m people in Scandinavia, is a monopoly market. Yet although an estimated 60 percent of wines are sold through Systembolaget, which can only be accessed by tender, Sweden is a dynamic, wine-loving market that’s in growth. James Lawrence asks people who are already exporting there about the secret to success in Sweden.
Germany is the world’s biggest import market by volume, but it can be a difficult place to do business. The market is highly fragmented and divided into distinct regions, and consumers stubbornly resist paying higher prices for their wines. James Lawrence speaks to exporters who have achieved success, regardless of the obstacles.