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Sales Development


  • 11.2% increase in value vs 2019

  • Rosé wine increases the most (+22%) due to a hot summer.

  • Other categories have very similar growth, between 7% and 10%.

  • The increase is relatively evenly distributed across the country. However, counties bordering Norway are clearly declining.

  • The southernmost counties have only a few percentage points higher growth than the rest of the country, suggesting that volumes come not primarily from border trade but more from Horeca and other travellers.


Sales Development

Organic Certified Wine

  • 16.2% increase in value vs 2019

  • Greater increase in both volume and value than the category group as a whole

  • Very evenly distributed increase across the country

  • The increase cannot be explained by movements from other channels and is therefore one of the few trends that can be determined with great certainty despite Covid-19

Organic 2020.JPG


  • Accounts for 47% of total wine sales, based on both volume and value.

  • Very clearly increased customer demand for bottles in higher price segments.

  • Temporary Assortment has contributed significantly to the increase.

  • One possible reason is reduced restaurant visits, which means that more has been spent on wines in the home.

  • Box wines in higher price mode and smaller size increase more than the average for the category, as well as more expensive semi-bottles.


  • Accounts for 32% of all wine in terms of volume, and 27% of the value.

  • The same clear increase in customer demand in higher price segments as for red wine.

  • Very consistent development for the different box segments in large boxes, but clearly greater

  • increase in customer demand for smaller box formats.


  • Accounts for 8% of the volume in the wine category, and 7% of the value

  • The category in wine that is increasing the most, mainly as a result of a hot summer and that Swedes stayed at home on holiday to a large extent.

  • Bottles over 100 SEK and box increase the most, suggesting that rosé is increasingly becoming a planned purchase for the customers.


  • Accounts for 10% of the total volume of wine, but a whopping 15% of the value.

  • Customer demand for small bottles has increased, especially towards the end of the year.

  • However, the smallest bottles have slightly decreasing demand.

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