Sweden begins cautious reform of alcohol monopoly

From 1 June, Sweden’s distillers, brewers and winemakers may raise a cautious glass. For the first time in more than a century, they are being granted the right to sell their products directly to visitors, one bottle at a time.

Anna Anerfält, chief executive of Norrtelje Bränneri, a small craft distillery north of Stockholm, sees the reform as a modest but welcome step. “The whole event has to start off with a warning about the risks of drinking alcohol,” she says, pointing to the stipulations attached to the new permissions. Yet, like many in Sweden’s beverage industry, she supports the underlying principle of maintaining tight control.

“I’m not sure it will affect the sales of our product that much, though, because each visitor is only allowed to buy one bottle,” she adds.

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