Originally from Australia, the businessman-turned-blogger traveled the world running a classical music record company before settling in Sweden eight years ago as a “love refugee.” Since then, he has founded the famed Australian Wine Club, which now has a following of 52,000 members, and he is continually working to progress the public’s outlook on alcohol consumption in Sweden.
“The politics of alcohol and how people consume alcohol are two different things,” explains Majzner. “Alcohol consumption has changed hugely. It’s not just getting drunk on vodka on a Friday night. There’s a large number of people with a more Mediterranean lifestyle – having a glass of wine with dinner, matching wine and food – and wine interest is increasing in Sweden.”
But sky-high taxes on alcohol hinder people from enjoying this simple life pleasure, he says, as the government hopes that exorbitant taxes will deter buying.
“They think they should protect people with an alcohol problem and restrict the rights of all people in Sweden to practice healthy consumption,” explains Majzner.
Still, he hopes his efforts with his blog and wine club will soon change this – and they already have. The Australian Wine Club is the first legal alcohol delivery company in Sweden and the largest competitor to the state-owned Systembolaget. Monthly delivery services allow members to enjoy everything from a robust Chardonnay to a fruity Gewürztraminer, without needing to leave their homes.
“My blog an interesting insight into wine, alcohol politics, running your own business, and life in Sweden as an expat,” says Majzner. “It isn’t about tips on what wine to drink or to advertise my wine club. It’s a unique insight into life in Sweden. It’s provocative and funny. I like to stand up to the establishment.”
Majzner lives near Stockholm with his wife, Johanna, and their two children.
Read Mark’s blog: Wine Freedom