The Buying Channels
Rosé wines are a small but growing group. France is market leader, followed by Italy and Spain.
A good food and especially wine journalism in Finland has never been on a par with Sweden and it has relied heavily on few passionate wine connoisseurs for decades. These people have retired or retreated from the wine scene and no successors from passionate new generation have appeared which is unfortunate. This has led to a situation where ambitious food & wine journalism with relevant and inspiring content seems to shine with its absence in Finland.
The paradox is that the lack of wine personalities with a strong voice, makes for less interesting reading, and fewer readers. To please advertisers there is a growth in advertorial which also reduces interest in the publication. The risk is that the wine journalism will slowly shrink to the point at which it is a form of advertising.
However there’s been a new rise of investigative journalism in the Finnish media which hopefully will affect wine journalism.
For a long time, now, there’s been talk of bloggers taking over journalists’ jobs, but there has not actually been any sign of it happening. Nor are there any independent well-known, non-corporate wine bloggers. After contacting several importers to find a blogger with an impact, I got informed of none. Of platforms Tik Tok interests 18-25 yrs. old only via packaging, and Instagram is quite unused.
- FINE The Wine Magazine / Juha Lihtonen
- Helsingin Sanomat / Jouko Mykkänen
- Ilta Sanomat / Pekka Suorsa
- Kauppalehti Optio / MW Essi Avellan
- Maku / Ilkka Sirén
- Viinilehti / Iina Thieulon / Antti Rintahuumo
- Viisitähteä Media / Petri Pellinen