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Today, beer exists in two parallel universes. On the one hand, the range has never been better, larger, more entertaining and more accessible. On the other hand, the range of generic lagers is predominantly in the low price range. We owe the breweries themselves the curious, dynamic offering that, together with ambitious bars and festivals, drives development. The unimaginative selection on many of Systembolaget’s shelves is due to the fact that customers primarily want cheap beer. Therefore, the low price runs like a common thread through almost all new releases in the festival range available nationwide.
Of course there are occasions Where beer only has a thirst-quenching function, it should be simple, readily available and cheap. But Systembolaget’s low-price orientation not only hinders the development of beer, but also affects beer consumers, who are deprived of the taste experiences. There is no denying that the price of beer definitely has an impact on the taste. You simply use less malt and hops, which often makes cheap beer duller and duller.
A place in the festival range is now seen more as a marketing place for other beers
Some other margins can no longer be removed because all costs of beer production – including alcohol tax – have increased while the price has continued to fall. In terms of today’s monetary value, beer has never been as cheap as it is today and is often at such a low level that some breweries are switching back to beer. A place in the festival range is now seen more as a marketing place for other beers than as a good deal for the beer on the shelf.
The fixed range is now filled with specially designed novelties made to Systembolaget’s wishes – beer that probably wouldn’t have existed without the monopoly. But which exists because Systembolaget “must start from customer benefit and customer demand” in everything they do. In concrete terms, this means that Swedes are excluded from new beverage trends because they are not available – because Systembolaget wants to see customer demand first. A dilemma arises in which the customer benefit seems to be forgotten.
I am convinced that customers would be more pleased with an offer that reflects the quality development of the beer scene than with another bland beer during Tian.
Read more: Eight beer trends to watch out for in 2026
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