Just in time for the summer of 2025, sales of wine at the winery became possible in Sweden, even though Sweden has a state monopoly on all sales of alcoholic beverages; cellar-door sales or in Swedish “gårdsförsäljning”. Small-scale producers can now, under certain conditions, sell their own wine directly to consumers on site.
The producer organisation Svenskt Vin (Swedish Wine) has now produced the first statistics. “We were convinced that direct sales at the winery would be positive for both customers and our members. Now that we have received current figures, they confirm that this will be an important sales channel for Swedish wineries,” says Sveneric Svensson, chairman of Svenskt Vin.
In 2025, cellar-door sales accounted for 45% of total sales. A total of 145,000 litres of Swedish wine were sold, of which 65,000 litres came from direct sales.
There has also been a marked increase in visitor frequency. Many of the visits have resulted in visitors buying a couple of bottles to take home. According to the statistics, the vineyards estimate that 70% of visitors buy wine to take home. Of those who buy wine, most buy at least two bottles of wine (a maximum of 3 litres of wine is allowed).
One requirement for being allowed to buy is that one must participate in an “awareness-raising” event (at the winery) that includes information about the dangers of alcohol. Visitors seem to be positive about this, but have difficulty understanding why they must go through the same procedure if they come back to buy a few weeks later. This is something that Svenskt Vin believes should be reviewed in the legislation.
