Alcoholic drinks in 2024: The big picture
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.
2024 key trends
Lager beer remained the largest category within alcoholic drinks in Sweden, supported by its popularity as a familiar, light, and easy-to-drink option. While the category’s overall expansion was modest, beer outperformed most other segments, and speciality and non-alcoholic lagers gained further traction. Within wine, red continued to lead but suffered from declining demand, as consumers increasingly opted for lighter styles such as rosé and white, and showed growing interest in wines from emerging origins. Vodka remained the leading spirits category, although its performance was weakened by moderation and limited new product development.
Competitive landscape
Spendrups Bryggeri AB retained its position as the leading player in Sweden’s alcoholic drinks industry in 2024, benefiting from a strong and diverse portfolio that includes Mariestads, Norrlands Guld, and Spendrups Original. The company’s focus on premiumisation, non-alcoholic innovation, and strong distribution through Systembolaget, retail, and on-trade outlets helped it maintain its lead despite a challenging market environment.
Retail developments
Systembolaget remained the dominant distribution channel for alcoholic drinks in 2024, benefiting from its monopoly status, wide assortment, and strong reputation for quality and responsibility. The chain’s clear positioning around premium and speciality products further strengthened its role as the leading outlet.
On-trade vs off-trade split
On-trade sales recorded positive momentum in 2024, as consumers returned to bars, restaurants, and events seeking social and experiential occasions. Premium products, cocktail-inspired offerings, and craft alternatives were key growth drivers. On-trade also benefited from the rising popularity of non-alcoholic and low-ABV beverages, with many establishments now expanding their mocktail menus and offering branded non-alcoholic and low-alcoholic options. This trend has allowed for more inclusive social occasions, attracting a wider customer base.
What next for alcoholic drinks?
Over the forecast period, volume sales of alcoholic drinks in Sweden are expected to decline slightly at a negative CAGR, reflecting moderation, demographic shifts, and competition from alternative beverages. However, value sales are set to remain more resilient, driven by premiumisation, innovation, and inflationary pricing effects.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Sweden report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Sweden?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Sweden?
- How are products distributed in Sweden?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Sweden
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?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Sweden
KEY DATA FINDINGS
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
Modest growth expected, led by non-alcoholic beer
Health and wellness to reshape beer innovation
Craft beer to strengthen premium and innovation credentials
Lager price band methodology
Cider/Perry in Sweden
KEY DATA FINDINGS
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
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
Rtds in Sweden
KEY DATA FINDINGS
Declining sales as moderation and regulation reshape demand
Strong competition and leadership in innovation
Distribution shaped by Systembolaget and the rise of e-commerce
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
Spirits in Sweden
KEY DATA FINDINGS
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
Mature market outlook with only modest growth potential
No- and low-alcohol trend to reshape category dynamics
Innovation centred on craftsmanship, premiumisation, and sustainability
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Sweden
KEY DATA FINDINGS
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
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
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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