Systembolaget by the numbers
Stores: 450 plus online shop
Items in our range: 28,000
Customer visits: 127 million in store; 67 million digital
Active suppliers: 900, offering beverages from thousands of producers
Revenue: 37 BSEK (incl. alcohol duty)
Result: 192 MSEK
Annual contribution to scientific research on alcohol: 10 MSEK
100 percent owned by the Swedish state
Formed in 1955
Headquartered in Stockholm
CEO: Ann Carlsson Meyer
(Figures are for 2022 and are rounded)
Sweden’s alcohol policy
Systembolaget is an integral part of Sweden’s alcohol policy. The policy is based on consideration of public health and focuses on three pillars which the World Health Organization (WHO) has established as best practice:
- The price of alcohol
- Limited access
- Restrictive regulation of marketing
Systembolaget is the cornerstone for limited access in the retail arena, which is achieved through limited hours of service and number of stores.
Not driven by sales
Systembolaget has no mission to maximize profit or promote sales. Excluding the profit motive, reduces alcohol-related medical and social problems.
Service and selling responsibly is at the core of Systembolaget.
Systembolaget offers great service, but never encourages customers to buy an extra bottle or can. This is one of the basic tenets of selling responsibly.
Our way of conducting sales also include:
- Not tempting customers into our stores by displaying beverages and never advertising beverages
- No promotional deals or bonus systems
- Strictly following our selling rules
Popular Swedish institution
Systembolaget’s service and product range receive high grades from customers, and, according to our surveys, three out of four Swedes support the monopoly.
The range of different beverages on offer is one of the most comprehensive in the world. All products sold in stores have cleared Systembolaget’s quality assurance process.
A special way of purchasing
When buying alcoholic beverages, Systembolaget must act impartially and in a non-discriminatory and brand-neutral manner.
Read more: How to sell products on the Swedish market
Systembolaget also helps suppliers review product labels and packaging, thereby ensuring that legal demands are met.
Mission to inform
Part of our mission from the Government is to inform the public about the negative effects of alcohol.
Sustainability is a strategic priority for Systembolaget. Together with the Swedish importers, Systembolaget aims to reduce the environmental and climate impact of cultivation and production as well as of transportation and packaging.
Continuous improvements of human rights and establishing traceability in the beverage supply chain are other priorities.