Newsletter

On 27 October, five more wines from Cantine Scolari were approved for Systembolaget's on-demand range. This is an important step ahead of our upcoming wine tastings, trade fairs and advertising.

When someone discovers a wine through us, the path to ordering it should be clear. Every new listing therefore increases the chance of turning our joint marketing efforts into orders and long-term customer relationships.

A warm thank you to Cantine Scolari for a fine collaboration!

In November, Bröllopsmagasinet goes to press. Vinarkivet is taking part with a double-page spread and a separate full page, the latter entirely dedicated to alcohol-free alternatives from OSO.

The printed presence is complemented by digital advertising for twelve months through the collaboration with Bröllopsmagasinet.

This gives us visibility over a longer part of the planning period, when soon-to-be-wed couples look for inspiration and choose food, drinks and arrangements for their wedding day.

The figure shows the scale of the Swedish wedding market, even though not every marriage naturally leads to a larger wedding celebration.

In that context, availability through Systembolaget is decisive. Couples need to be able to order a bottle, taste it at home and compare different wines with their menu before making a decision.

This is why more wines need to enter the on-demand range. The advertising creates attention, while availability makes it possible to take the next step – both for dinner wines and for considered alcohol-free alternatives.

Next weekend we present your wines and stories at Stockholm Food & Wine, at Stockholmsmässan.

According to the organiser, the fair welcomed more than 23,000 visitors and 230 exhibitors in 2025. Ahead of this year's edition, expectations are above 20,000 visitors and around 200 exhibitors.

The organiser also reports that 94 per cent of visitors buy something and that 90 per cent are very satisfied with the experience. The figures apply to the fair as a whole, not specifically to wine, but they show that the audience is engaged.

We are preparing a clear selection, producer presentations and product information in order to:

• raise awareness of your estates,
• collect feedback, and
• help visitors find the wines after the fair.

If you have the time and possibility to attend, you are most warmly welcome. The personal meeting with the producer adds something special. Please get in touch and we will coordinate the practicalities.

Italian Wine & Gourmet Day at the Grand Hôtel in Stockholm is approaching.

A large and warm thank you to all of you who contribute stand fees, wines, time and personal commitment. Together with the Italian Chamber of Commerce in Sweden and Vinarkivet as your representative and partner, we create a strong presentation of Italy, your estates and your wines.

You meet other Italian producers in a setting where you represent both Italy and your own estate – primarily to Swedish consumers and industry professionals.

The two days address different audiences:

• 21 November – consumer day: according to the Chamber of Commerce's figures, has on average attracted around 1,000–1,200 visitors, interested in Italian products, culture and travel.
• 23 November – industry day: has on average welcomed around 350–400 industry visitors, among them importers, distributors, restaurateurs, sommeliers and wine media.

The visitor figures above are historical averages and not confirmed figures for this year's event.

If you offer vineyard visits, accommodation or other experiences, there is also an opportunity to present the destination behind the wine. An interest that begins in the glass can thereby develop into a visit to the estate.

On 27 November we are hosting a digital wine tasting with the Munskänkarna in Sundsvall, where 70 seated guests will experience the wines together with food.

This time Tenuta Pribus and Friuli are in focus. The producer takes part digitally, while Vinarkivet is on site in Sundsvall to lead the evening and meet the guests.

The format combines the producer's own story with personal hosting on site. Guests get to discover the wines, get to know the region and ask questions directly to the producer.

The wines are available in Systembolaget's on-demand range, so guests can order their favourites afterwards.

We hope to follow the effect through sales of the wines in question at Systembolaget before and after the tasting. Together with the guests' feedback, this gives a better basis for decisions, even though other activities may also affect sales.

The activities reinforce one another:

• The trade fairs create new meetings.
• The wine tastings provide depth.
• The advertising builds recurring visibility.
• Systembolaget's on-demand range makes the wines possible to order.

To succeed, we need to continue collaborating on current vintages, product information, images and availability.

Our focus is Sweden here and now. The relationships, experience and results we build together should at the same time create a stable foundation for future steps on the Nordic market.

Thank you for being part of this work. We look forward to representing you in November and then to sharing our experiences and results.