Kesko and the S Group have introduced new alcohol products to stores over the weekend, with the sale of these beverages starting on Monday at 9 o’clock. Finland’s two largest trading companies have worked to ensure that the new products are available as widely as possible. Shipments have been sent out to various parts of the country, and most stores will have the products available at 9 a.m.
On Wednesday, Parliament approved an amendment to the alcohol law that now allows the sale of alcoholic beverages with a strength of up to eight percent in grocery stores. This change only applies to alcoholic beverages produced by fermentation, while the maximum strength of alcohol-based mixed drinks sold in grocery stores remains at 5.5 percent.
Kesko’s director of purchasing and sales, Aki Erkkilä, predicts that there will be high demand for white wines, as well as sparkling and red wines. The introduction of these new products could significantly boost sales, with estimates suggesting that the market for wines with less than eight percent alcohol could triple in the short term and increase to 100 million euros per year in the long term.
The S Group has also introduced new products following the law change, with most stores expected to have them available by Monday. S Group’s grocery store manager, Sampo Top saw anticipates that white wines and sparkling wines will be in high demand, especially for summer parties. While consumers may try new beers with food, traditional sauna beers with a maximum of 4.7 percent alcohol are likely to remain popular.
Top saw does not expect a significant expansion in the wine market as a result of the law change but acknowledges that consumers in remote areas will benefit from having more options available in nearby stores
