A press release published on May 8 (2026) from the Swedish Public Health Agency announces that “as of June 1 this year, the requirement to verbally inform about the harmful effects of alcohol at cellar doors will disappear. Instead, salespeople must provide the Public Health Agency’s information sheet to visitors.”
This is a somewhat unexpected relaxation of the regulations on cellar door sales at Swedish wineries that were introduced in on June 1, 2025. Read more about it here: Finally! Cellar-door sales legal in Sweden.
At that time, the rule said that the staff verbally had to inform the potential buyers about the harmful effects of alcohol. This requirement is now abandoned.
However, the requirement that you “have participated in a paid visit arrangement” before making a purchase remains. So, the question that arose last summer also remains: if you come back regularly and buy wine, do you have to take the tour every time?
That the requirement for an oral presentation has been removed is probably at least partly due to the absurd repetition for a return visitor. But the same applies to the requirement for a paid tour. For a return visit, in practice, it is nothing more than an extra fee on the purchase. Perhaps the Public Health Agency should have thought a little more about how things would work in practice when they set up the rules?
Read more: folkhalsomyndigheten
