We have analysed wine market trends in Nordic countries and we have looked for opportunities for successful business in the region for potential wine producers coming from developing countries. Now we shall analyze ways to penetrate different market segments. Before making any further observation, we must keep in mind that Nordic wine market is dominated by monopolies who control the off-trade market. The Centre for the Promotion of Imports from developing countries (CBI) indicates that in Finland the monopolies have 349 stores, 407 in Sweden and in Norway there are 286 of them.
Wine producers from developing countries who want to conquer the off-trade market in this region should talk monopolies into adapting their tender conditions, since this is the modality used by Nordic countries to purchase wine. Monopolies inform importers as to the tender demands. Requests refer to wine type, origin of the product and price per unit. CBI recommends producers able to prove that there are enough suppliers in their country of origin to ask the monopolies to put down a tender for their wine. On the contrary, for small suppliers, on-trade appears to be the best choice. In this market sector the role of the importers is very important in that they can adopt market strategies to attract consumers. Premium wines are the ones requested here. CBI advises producers, especially those who want to capture the off-trade sector, to turn to embassies for support information. Embassies may also turn out to be excellent places for wine promotion. The Center for the Promotion of Imports from developing countries also recommends producers to get in touch with renowned wine journalists who might influence buyers’ options. In the case of premium wine producers, CBI’ recommendation is to “aim to supply the market through an importer with a strong reputation in this segment, which can provide the necessary marketing support”. Another advice is for producers to turn to sales agents for help.
The on-line wine market in Nordic countries is controlled by monopolies. It is expensive to have home deliveries. Therefore on-line sales are small and no changes are to be foreseen in this sector. However, if the on-line stores become part of the on-trade market, the situation might turn for the better. Nordic consumers are preoccupied with the quality/price balance. Producers must constantly improve their wines in order to capture the premium wine market.
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