Case Studies

The Swedish wine market, characterized by the strong position of the retail monopoly Systembolaget, is very different compared with a free market. While it is possible to sell wine directly to restaurants, the market still remains dominated by Systembolaget. Those who wish to be successful in Sweden must first understand the Swedish system. In spite of its rather young age, Terrific Wines has a long history of successful projects aiming to bring products into the assortment of Systembolaget. In most cases, the producer already has a product available and can thus participate in the calls for tenders arranged regularly by Systembolaget. Sometimes, however, the wine importer needs to work with a long-term focus in order to bring about a call for tender targeting a particular geographic area or type of product. Moreover, there may often be an incentive for the producer to adjust the product according to the requests of Systembolaget. Terrific Wines possesses a team that is unique for Sweden, with solid experience from winemaking as well as blending. It is no coincidence that the company has won a number of calls for tenders over the last couple of years using specially blended products.

For many years, the cava producer Gramona has been receiving top marks in its local market as well as elsewhere — for instance very recently in the 2017 Guide Peñín where the producer's "Enoteca" was named the best wine from Spain. In Sweden, the producer and the wine long remained largely unknown, in spite of attempts to stake out a place on the market. Terrific Wines took on the producer in 2014 and immediately began work to establish it in Sweden. Over the course of just a few years, the producer as well as its cavas have moved from being unknown to receiving top marks here as well — and the Systembolaget state monopoly have made recurring purchases of Gramona's wines.

In Sweden, just making it onto the shelves of the retail monopoly is not enough. In order to remain there, dedicated and sustained work is a necessity. As an importer, good relationships with both the monopoly Systembolaget as well as various wine journalists are a must. The business of Terrific Wines is based on patience and a long-term focus. It takes time to establish oneself in Sweden and successfully claim a place in the minds of reviewers, consumers and the monopoly. One such success story is provided by Terrific Wine's cooperation with Vintage Wine Estates and particularly by the performance of the latter's Girard wines. In spite of the wine never gaining any ecstatic reviews by Swedish wine journalists, Girard Old Vine Zinfandel has managed to survive year after year since its launch in 2011.

Obtaining a place in the assortment of the Swedish retail monopoly, Systembolaget, is a very desirable goal for wine producers all over the world. Usually, this goal is achieved by responding to calls for tenders. However, it is also possible for a product to qualify for a spot in the permanent assortment through strong sales in what is known as the ordering assortment. Chateau Montelena is one of the truly legendary producers of California. Montelena hadn't been present on the Swedish market for decades when its cooperation with Terrific Wines began. Focusing on the ordering assortment and following a thorough launch plan, Terrific Wines was able to successfully reintroduce the winery to the Swedish market.

The basic product range of Systembolaget consists of a selection of products which are available throughout the year. In addition, Systembolaget each year also offers a number of products for purchase on a temporary basis. As we are working with quality-focused winemakers, many of which are producing wines in smaller series, targeting Systembolaget's temporary selection constitutes a viable strategy. An example of a highly successful launch is provided by Mullineux & Leeu Family Wines. The South African producer came on board in 2013 and since then Terrific Wines has managed to place a number of its wines in the temporary assortment.

Clotilde Davenne started her own business in 2004. In 2009, at the time when Terrific Wines took over as the distributor of her wines for the Swedish market, sales in Sweden were virtually non-existent and the producer still largely unknown. A dedicated effort to promote Clotilde Davenne towards Swedish wine journalists, combined with a strategic selection of her high quality products, have since then yielded the producer the epithet of "Queen of Chablis" as well as the successful listing of three of her wines in the permanent assortment of Systembolaget. The success of Clotilde Davenne in Sweden is a text book example of how to establish an unknown producer with great potential on the market.