Strong wine sales in Finnish supermarkets fall short of expectations

Fears of a surge in alcohol consumption did not materialise after Finland allowed stronger drinks in grocery stores last summer, reports Yle.

When 5.5–8% alcohol beverages became available in Finnish supermarkets in June 2024—expanding beyond the previous 5.5% limit—many anticipated a rise in overall consumption after years of decline. However, statistics show total alcohol sales continued to fall, with stronger drinks accounting for just 5% of grocery store alcohol purchases.

“Wine makes up 4% of sales, and mixed drinks bring it to 5%. Growth has been very modest,” said Tuula Loikkanen, director of the Finnish Grocery Trade Association. Beer remains the top seller, with lighter options preferred. “We Finns are truly a nation of standard lager,” she added.

Rural and cottage areas have welcomed the change, as residents no longer need long trips to state-run Alko stores for stronger wines. Yet data from the Licensing and Supervision Authority reveals that six out of seven wine bottles are still bought from Alko, with only one purchased elsewhere.

While sales of 5.5–8% wines grew 31% last year, this reflects a full year of availability compared to just six months in 2024. Over 90% of mixed drink sales remain below 5.5% alcohol. Concerns that teens would shift from low-alcohol “soda wines” to stronger options have not been borne out by statistics.

Finland’s long-term decline in alcohol consumption—over 15 years—continued in 2024, with total sales dropping 2.7%. Red wine sales fell nearly 10%, cider over 5%, and white wine over 4%. The downward trend persisted into early 2025.

Loikkanen argued that outdated assumptions about alcohol availability driving consumption no longer hold, noting no increase despite multiple reforms over the past decade. Grocery retailers now seek to stock wines stronger than 8%, currently limited to Alko.

However, the Finnish Institute for Health and Welfare (THL) opposes further liberalisation. “THL recommends halting new expansions in alcohol availability,” said research professor Pia Mäkelä, emphasising that alcohol-related harm has not decreased despite lower consumption.