Explore Nordics 2023

Open to all wineries, our new Explore Nordics program focuses on four key Nordic markets: Sweden, Finland, Norway and Denmark.

Sweden, Finland, Norway and Denmark are important markets for Australian wine. These regions are similar in certain aspects and vastly different in others. The monopoly system in Sweden, Finland and Norway is challenging with the tender process but can be rewarding if listings are gained. There is strong interest in premium wine, particularly in Norway, and for certified organic wine especially in Sweden.

Explore Nordics comprises two webinars with market briefings, panel discussions and insights from key trade, as well as marketing to importers and agents.

Wineries will get an inside look and perspective of these markets, how to navigate them and create opportunities. The sessions will prepare wineries seeking distribution to be business ready, with briefings on how to go to market, pricing strategy and category performance so that they can tailor their message for appointments with customers and potential importers.

The briefings will provide information and insight into different facets of the market, including consumer trends, the on- and off-trade, how the monopolies work and helpful information on how to approach companies when seeking distribution. We will look at the structure of the trade, channels of distribution, and the latest facts and figures.

Following the briefings, we will be talking to agents and importers through dedicated emails, sharing your wine story and proposition. This part of the program is all about encouraging agents and importers to browse and make connections with participating wineries.

Session 1 – the monopolies

This session will feature presentations from each of the three monopolies: 

1. Systembolaget in Sweden by Oskar Markusson, Purchaser
2. Alko in Finland by Karina Tiihonen, Product Manager
3. Vinmonopolet in Norway by Cathrine Hernes, Senior Product Manager and Matteo Scarpellino, Category Manager

Topics will include:

• General market figures and the latest Australian wine export figures
• Tender process for the monopoly – dos and don’ts
• Latest overview of monopoly wine performance and Australian wine
• Sustainability and specific requirements
• How to find more information

Session 2 – the rest of the market

This session will feature a panel made up of importers and experts from across the four markets who will discuss the HORECA opportunities and how to take advantage of them. Many of the importers work with the monopoly as well and this session can build on their relationship with the monopoly. More information about each market will be explored in the discussion including:

• What factors are most important when looking to enter the market?
• What should be considered to ensure a good fit between the buyer and winery?
• Realistic expectations of sales/marketing investment for years 1, 2, 3 in markets
• In-market challenges faced by new wineries
• Which channel of distribution should wineries focus on – on-trade, off-trade, direct to consumer?
• Who are the key influencers and what are the regulations on advertising and promotions?
• Education and training - how to empower sales reps and agencies
• Information to have ready for potential importers and buyers
  • Importance of brand story and the elevator pitch
  • Pricing (FOB)

The webinars will be available to view on-demand, so wineries can watch at a convenient time and multiple times.

Criteria for participating in Explore Nordics

• Wineries should have an export licence and exporter ID.
• Wineries should be new to the market. If you have current distribution in the region and are looking to change, please let us know so that we can tailor the communications accordingly and it will not be a surprise to the current importer.
• Wineries can be of any size and offer brands, bottled, bulk and buyers own branded wines. Formats can include alternative packaging such as cans and kegs.
• Wineries should have a strong story and commercial offering. A strong commercial website is preferable, with relevant imagery and additional information.