Do you know who made the wine you drink?
Systembolaget’s fixed range has become a marketplace for invented wines and advertising agency -created brands. To know who actually makes the wine, and where the grapes are grown, you need to read the fine print on the website and sometimes also make your own research.
In June’s launch, about two -thirds of the wines are marketed under a name other than the producer. The majority are concepts and gossipy brands such as « This is the idiot rosé » « Le Petit », « Petit Belle » « Crudo » and « Euphoria ».
The wines are made on order of the Swedish supplier to match Systembolaget’s quotation requests. In order to be able to buy enough volumes and at low prices, the wine is traded from a bulk wine supplier or at best a cooperative. Then it is free to create your own wine with invented name and accurate label. In the industry, this process is called « Bob », Buyers Own Brand, and it became relevant in connection with Bag-in-box and celebrity wines being produced.
They have simply cracked the code to themselves on the shelves
This has meant that several suppliers have become experts in the segment and are only aimed at developing this type of products. They have simply cracked the code to themselves on the shelves. If you want to harden it, you can say that it has even become a practice in order to be able to sell a wine to Systembolaget’s fixed range.
For us consumers However, it becomes difficult to navigate. The best way to check out who made the wine is to scroll at the bottom of the wine’s product page at Systembolaget.se Here is the producer’s name. A little further down is also the supplier’s name. If these are in line, you have guaranteed to find a « created » wine. Another important warning clock is if the producer’s name is not on the front of the label.
So why is it important to know who made the wine? Simply because a wine producer who is proud of his wine bottles it under his own name.
