INSPIRATION
29 April 20265 min read
In 2024, Systembolaget sold an estimated 210 million liters of wine at a gross value of approximately 30 billion Swedish kronor, a market that has plateaued in volume since 2020 but continues to grow in value due to a clear premium shift. Sparkling wine is the fastest-growing category at +12% volume growth year-on-year according to industry analysis, while red wine is seeing its relative share decline for the first time in decades. Approximately 95% of volume is imported. This analysis consolidates the most important figures, trends, and implications for everyone who works with, writes about, or buys wine in Sweden.
The Swedish wine market is in practice synonymous with Systembolaget. The retail monopoly accounted in 2024 for the vast majority of all wine sales in the country, with an estimated total volume of 210 million liters of wine. This corresponds to approximately 20 liters per adult Swede per year. Average price per liter was an estimated 75-90 SEK, giving wine sales a gross value of around 30 billion kronor.
Quarterly distribution is distinct: Q4 dominates due to the Christmas season and mulled wine consumption. An estimated 28-32% of annual volume is sold during October-December. June-August form a secondary peak driven by rosé and lighter whites.
Red wine remains dominant at an estimated 55% of total volume, but the trend is clear: its share is declining year on year. The three strongest origins are Italy, Spain, and Australia, with France close behind. Tuscan wines and Spanish Rioja perform steadily in the 89-149 SEK mid-price segment.
White wine has significantly strengthened its position. The category now accounts for an estimated 30% of total volume with growth of +3-5% per year. Drivers include German Riesling renaissance, premium Bourgogne blanc growth, and reliable New Zealand Sauvignon Blanc volume.
Sparkling is the fastest-growing category with +12% volume growth year-on-year. Now an estimated 10% of total volume but a higher share of value. Champagne, Crémant, and Cava drive the segment; Crémant is the fastest-growing percentage-wise.
Rosé is a niche at an estimated 5% of total volume with strong seasonal concentration June-August. Provence rosé dominates.
The mulled wine (glögg) category shows seasonal extremism: 85-90% of annual sales occur during October-December. Tegnér & Son is Sweden's best-selling domestically produced glögg.
The pattern is about premiumization combined with curiosity about "underdog" regions. Italy continues to ascend, premium Barolo, Brunello, Amarone, and Etna wines drive value growth. France's Bourgogne and Champagne premium segments grow strongly. Argentina/Chile gain on price-quality. German Riesling experiences a renaissance. England's sparkling wines win press awards and shelf space.
Off-trade, Systembolaget, constitutes volumetric dominance. On-trade, restaurants, hotels, catering, events, represents an estimated 10% of total volume but 30% of industry value, thanks to markups and premium assortment. The restaurant market is significant for Swedish wine importers and distributors. Tegnér Spirits & Wine is one of the established B2B players in that channel.
The premium segment, wine above 150 SEK, is the fastest-growing price segment by value, even as overall market volumes are flat.
Consensus points toward continued stable to slightly negative total volume during 2025-2027, combined with continued premium shift. Organic and low-intervention wines are expected to further increase market share. The assortment is becoming more complex, more origins, grape varieties, packaging formats, placing high demands on distributors and importers to build knowledge rather than simply volume.
Specific figures lacking direct source attribution are marked "approximately" in the text. Percentage growth figures are based on industry analysis and may differ from Systembolaget's own internal accounts.
This page is updated annually by Tegnér Spirits & Wine. Last updated: April 2026. For press inquiries, visit our press room.
FURTHER READING
Published by Tegnér Spirits & Wine, Sweden's oldest active wine company, founded 1880.
