Alcohol sales trends shift in Hämeenmaa as new products fail to boost overall consumption

The demand for stronger alcoholic beverages that became available in stores in June has surprised Osuuskauppa Hämeenmaa, which operates Prismo and S-Markets. CEO Olli Vormisto noted that white wine, in particular, accounts for up to sixty percent of wine sales. However, contrary to public expectations surrounding stronger ready-to-drink long drinks made through fermentation, their sales have been minimal.

Overall alcohol consumption has not increased in Hämeenmaa’s stores despite the introduction of new products. Vormisto mentioned that strong beers have replaced previously purchased lighter five-and-a-half percent beers, with many customers eager to try the new eight percent options.

Meanwhile, sales at Alko, Finland’s state-owned alcohol retailer, have seen an eight percent decrease in comparable liter sales following the enactment of a new alcohol law. The largest drop was observed in sparkling wine sales, which fell by 18 percent, while sales of strong spirits over 22 percent decreased by 16 percent compared to the previous year.

Kari Pennanen, Alko’s business director, acknowledged that the impact of the new alcohol law on sales was anticipated. With twelve times more grocery stores than Alko outlets and those stores having approximately twenty percent longer operating hours, it is clear there has been an effect. However, Pennanen cautioned against drawing significant conclusions about the long-term effects of the law change too soon, noting that it is still early for evaluation and that summer vacation may also influence current consumer behavior.