In dramatic contrast to Denmark, let’s take a look at Sweden and the sales statistics. The “old world” is struggling considerably more here, and in particular France. Here’s the top ten exporters of wine to Sweden in 2007:
1. Australia, 16.5% (an increase with +31.7%, i.e. in 2006 the market share was 13.3%)
2. South Africa, 15.7% (+10.3%)
3. Italy, 15.4% (+7.6%)
4. Spain, 14.7% (-3.6%)
5. France, 9.7% (-0.3%)
6. Chile, 7.1% (+7.9%)
7. USA, 5.1% (-9.8%)
8. Germany 4.8% (+4.9)
9. Hungary, 3.4% (-7.6%)
10. Argentina, 2.5% (+15%)
(NB: The increase/decrease is expressed differently for Sweden and Denmark so those numbers are not directly comparable.)
If instead you look at the number of products from each country the picture is quite different. Retaining the order above here’s how many items are listed from each country:
1. Australia: 484
2. South Africa: 537
3. Italy: 1238
4. Spain: 717
5. France: 2418
6. Chile: 285
7. USA: 487
8. Germany: 418 (of which 7 are red)
9. Hungary: 55
10. Argentina: 149
It should be noted that the numbers do not represent the number of items that are available in reality on this monopoly market. Many references on the list are out of stock or not available for other reasons so the number is generally far above the real number of available wines.
