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Alcoholic Drinks in Sweden

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    Report

  • 73 Pages
  • October 2025
  • Region: Sweden
  • Euromonitor International
  • ID: 2639099
In 2024, alcoholic drinks in Sweden faced a mixed performance. Overall volume sales declined slightly, reflecting higher unit prices, cautious household spending, and increasing competition from cross-border trade and tax-free shopping. Shifts in drinking habits, particularly among younger consumers who are more health-conscious and moderate in their alcohol intake, further contributed to this slowdown.

The Alcoholic Drinks in Sweden report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2020-2024), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Alcoholic Drinks market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Alcoholic drinks in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • On-trade vs off-trade split
  • What next for alcoholic drinks?
MARKET BACKGROUND
  • Legislation
  • Legal purchasing age and legal drinking age
  • Drink driving
  • Advertising
  • Smoking ban
  • Opening hours
  • On-trade establishments
TAXATION AND DUTY LEVIES
  • Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2024
OPERATING ENVIRONMENT
  • Contraband/parallel trade
  • Duty free
  • Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
  • Outlook
MARKET INDICATORS
  • Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2019-2024
MARKET DATA
  • Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
  • Table 3 Sales of Alcoholic Drinks by Category: Total Value 2019-2024
  • Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
  • Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
  • Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2024
  • Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2024
  • Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2024
  • Table 9 GBO Company Shares of Alcoholic Drinks: % Total Volume 2020-2024
  • Table 10 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2019-2024
  • Table 11 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2024
  • Table 12 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2024-2029
  • Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Value 2024-2029
  • Table 14 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2024-2029
  • Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
WINE IN SWEDENKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Wine sees steep decline as consumers shift toward lighter and no/low-alcohol options
  • Innovation shaped by affordability, packaging, and organic positioning
  • Distribution dominated by Systembolaget, while e-commerce expands reach
PROSPECTS AND OPPORTUNITIES
  • Gradual recovery with rosé and non-alcoholic wines driving momentum
  • Sustainability and carbon footprint reduction to shape market practices
  • Innovation in grape varieties and local wine tourism to expand opportunities
CATEGORY DATA
  • Table 16 Sales of Wine by Category: Total Volume 2019-2024
  • Table 17 Sales of Wine by Category: Total Value 2019-2024
  • Table 18 Sales of Wine by Category: % Total Volume Growth 2019-2024
  • Table 19 Sales of Wine by Category: % Total Value Growth 2019-2024
  • Table 20 Sales of Wine by Off-trade vs On-trade: Volume 2019-2024
  • Table 21 Sales of Wine by Off-trade vs On-trade: Value 2019-2024
  • Table 22 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 23 Sales of Wine by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 24 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2019-2024
  • Table 25 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2019-2024
  • Table 26 Sales of Still White Wine by Price Segment: % Off-trade Volume 2019-2024
  • Table 27 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2019-2024
  • Table 28 GBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
  • Table 29 NBO Company Shares of Still Light Grape Wine: % Total Volume 2020-2024
  • Table 30 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2021-2024
  • Table 31 GBO Company Shares of Champagne: % Total Volume 2020-2024
  • Table 32 NBO Company Shares of Champagne: % Total Volume 2020-2024
  • Table 33 LBN Brand Shares of Champagne: % Total Volume 2021-2024
  • Table 34 GBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
  • Table 35 NBO Company Shares of Other Sparkling Wine: % Total Volume 2020-2024
  • Table 36 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2021-2024
  • Table 37 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
  • Table 38 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2020-2024
  • Table 39 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2021-2024
  • Table 40 GBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
  • Table 41 NBO Company Shares of Non-grape Wine: % Total Volume 2020-2024
  • Table 42 LBN Brand Shares of Non-grape Wine: % Total Volume 2021-2024
  • Table 43 Forecast Sales of Wine by Category: Total Volume 2024-2029
  • Table 44 Forecast Sales of Wine by Category: Total Value 2024-2029
  • Table 45 Forecast Sales of Wine by Category: % Total Volume Growth 2024-2029
  • Table 46 Forecast Sales of Wine by Category: % Total Value Growth 2024-2029
SPIRITS IN SWEDENKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Shift in consumer preferences weighs on spirits
  • Altia Sweden AB retains leadership but faces mounting competition
  • Distribution shaped by Systembolaget dominance, with e-commerce gaining ground
PROSPECTS AND OPPORTUNITIES
  • Mature market outlook with only modest growth potential
  • No- and low-alcohol trend to reshape category dynamics
  • Innovation centred on craftsmanship, premiumisation, and sustainability
CATEGORY BACKGROUND
  • Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
  • Summary 3 Benchmark Brands 2024
CATEGORY DATA
  • Table 47 Sales of Spirits by Category: Total Volume 2019-2024
  • Table 48 Sales of Spirits by Category: Total Value 2019-2024
  • Table 49 Sales of Spirits by Category: % Total Volume Growth 2019-2024
  • Table 50 Sales of Spirits by Category: % Total Value Growth 2019-2024
  • Table 51 Sales of Spirits by Off-trade vs On-trade: Volume 2019-2024
  • Table 52 Sales of Spirits by Off-trade vs On-trade: Value 2019-2024
  • Table 53 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 54 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 55 Sales of Dark Rum by Price Platform: % Total Volume 2019-2024
  • Table 56 Sales of White Rum by Price Platform: % Total Volume 2019-2024
  • Table 57 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2019-2024
  • Table 58 Sales of English Gin by Price Platform: % Total Volume 2019-2024
  • Table 59 Sales of Vodka by Price Platform: % Total Volume 2019-2024
  • Table 60 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2019-2024
  • Table 61 GBO Company Shares of Spirits: % Total Volume 2020-2024
  • Table 62 NBO Company Shares of Spirits: % Total Volume 2020-2024
  • Table 63 LBN Brand Shares of Spirits: % Total Volume 2021-2024
  • Table 64 Forecast Sales of Spirits by Category: Total Volume 2024-2029
  • Table 65 Forecast Sales of Spirits by Category: Total Value 2024-2029
  • Table 66 Forecast Sales of Spirits by Category: % Total Volume Growth 2024-2029
  • Table 67 Forecast Sales of Spirits by Category: % Total Value Growth 2024-2029
CIDER/PERRY IN SWEDENKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Cider struggles as moderation and price sensitivity weigh on demand
  • Kopparbergs retains leadership through innovation and diversification
  • Distribution led by Systembolaget, with e-commerce expanding
PROSPECTS AND OPPORTUNITIES
  • Modest recovery supported by non-alcoholic cider and flavour innovation
  • Sustainability shaping packaging and positioning
  • Innovation in flavours and local sourcing to attract new consumers
CATEGORY DATA
  • Table 68 Sales of Cider/Perry: Total Volume 2019-2024
  • Table 69 Sales of Cider/Perry: Total Value 2019-2024
  • Table 70 Sales of Cider/Perry: % Total Volume Growth 2019-2024
  • Table 71 Sales of Cider/Perry: % Total Value Growth 2019-2024
  • Table 72 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2019-2024
  • Table 73 Sales of Cider/Perry by Off-trade vs On-trade: Value 2019-2024
  • Table 74 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 75 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 76 GBO Company Shares of Cider/Perry: % Total Volume 2020-2024
  • Table 77 NBO Company Shares of Cider/Perry: % Total Volume 2020-2024
  • Table 78 LBN Brand Shares of Cider/Perry: % Total Volume 2021-2024
  • Table 79 Forecast Sales of Cider/Perry: Total Volume 2024-2029
  • Table 80 Forecast Sales of Cider/Perry: Total Value 2024-2029
  • Table 81 Forecast Sales of Cider/Perry: % Total Volume Growth 2024-2029
  • Table 82 Forecast Sales of Cider/Perry: % Total Value Growth 2024-2029
RTDS IN SWEDENKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Declining sales as moderation and regulation reshape demand
  • Strong competition and leadership in innovation
  • Distribution shaped by Systembolaget and the rise of e-commerce
PROSPECTS AND OPPORTUNITIES
  • Modest recovery supported by non-alcoholic and convenient formats
  • Hard seltzers and local craft variants expected to gain ground
  • Innovation driving flavour variety and sustainability
CATEGORY DATA
  • Table 83 Sales of RTDs by Category: Total Volume 2019-2024
  • Table 84 Sales of RTDs by Category: Total Value 2019-2024
  • Table 85 Sales of RTDs by Category: % Total Volume Growth 2019-2024
  • Table 86 Sales of RTDs by Category: % Total Value Growth 2019-2024
  • Table 87 Sales of RTDs by Off-trade vs On-trade: Volume 2019-2024
  • Table 88 Sales of RTDs by Off-trade vs On-trade: Value 2019-2024
  • Table 89 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 90 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 91 GBO Company Shares of RTDs: % Total Volume 2020-2024
  • Table 92 NBO Company Shares of RTDs: % Total Volume 2020-2024
  • Table 93 LBN Brand Shares of RTDs: % Total Volume 2021-2024
  • Table 94 Forecast Sales of RTDs by Category: Total Volume 2024-2029
  • Table 95 Forecast Sales of RTDs by Category: Total Value 2024-2029
  • Table 96 Forecast Sales of RTDs by Category: % Total Volume Growth 2024-2029
  • Table 97 Forecast Sales of RTDs by Category: % Total Value Growth 2024-2029
BEER IN SWEDENKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Marginal growth for beer in a mature category
  • Competitive landscape shaped by leading brewers and sustainability
  • Distribution remains tightly regulated, but e-commerce continues to gain ground
PROSPECTS AND OPPORTUNITIES
  • Modest growth expected, led by non-alcoholic beer
  • Health and wellness to reshape beer innovation
  • Craft beer to strengthen premium and innovation credentials
CATEGORY BACKGROUND
  • Lager price band methodology
  • Summary 4 Lager by Price Band 2024
  • Summary 5 Number of Breweries 2019-2024
CATEGORY DATA
  • Table 98 Sales of Beer by Category: Total Volume 2019-2024
  • Table 99 Sales of Beer by Category: Total Value 2019-2024
  • Table 100 Sales of Beer by Category: % Total Volume Growth 2019-2024
  • Table 101 Sales of Beer by Category: % Total Value Growth 2019-2024
  • Table 102 Sales of Beer by Off-trade vs On-trade: Volume 2019-2024
  • Table 103 Sales of Beer by Off-trade vs On-trade: Value 2019-2024
  • Table 104 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2019-2024
  • Table 105 Sales of Beer by Off-trade vs On-trade: % Value Growth 2019-2024
  • Table 106 Sales of Beer by Craft vs Standard 2019-2024
  • Table 107 GBO Company Shares of Beer: % Total Volume 2020-2024
  • Table 108 NBO Company Shares of Beer: % Total Volume 2020-2024
  • Table 109 LBN Brand Shares of Beer: % Total Volume 2021-2024
  • Table 110 Forecast Sales of Beer by Category: Total Volume 2024-2029
  • Table 111 Forecast Sales of Beer by Category: Total Value 2024-2029
  • Table 112 Forecast Sales of Beer by Category: % Total Volume Growth 2024-2029
  • Table 113 Forecast Sales of Beer by Category: % Total Value Growth 2024-2029