Systembolaget goes local
The Local/pvs · 11 Oct 2011, 13:08
Published: 11 Oct 2011 13:08 GMT+02:00
"Interest and demand for small-scale and locally produced alcoholic drinks has increased significantly over the past few years... It is therefore natural for us to now offer our customers across the country and improved service for these products," Systembolaget CEO Magdalena Gerger said in a company statement on Tuesday.
Systembolaget, which operates a chain of over 400 stores countrywide, plans to make it easier to find and purchase local produce.
"This is a way for us to meet the increased demand of our customers... It could also contribute to raising interest for locally-produced food and drink," Magdalena Gerger said.
Gerger underlined that the state-owned firm's new local produce initiative will be made "within Systembolaget's framework for responsible alcohol sales".
The firm has defined locally produced as "wines, beers, cider and spirits produced in limited volumes at, for example, 'farms' in Sweden" and which do not feature in the chain's regular assortment of products.
Systembolaget has also specified that the promotion also extends to products in "local demand" which could mean that specific stores stock products in particular high demand by their customers, regardless of country of origin.