New law leaves most Finnish winery products out of online sales

Finnish wineries will soon be allowed to ship alcoholic drinks of up to 8 percent alcohol directly to customers, but most of their products will remain excluded from online sales, Yle reports.

The change is due to take effect in January. Until now, domestic alcoholic drinks have been available only directly from wineries or through Alko, Finland’s state-owned alcohol retailer.

Sofia Latvajärvi, chair of the Finnish Wine Entrepreneurs’ Association, said the situation was unfair because customers can order even strong alcoholic drinks from abroad, while Finnish wineries cannot ship their wines through online shops.

“The new law on distance sales of alcohol does not support small Finnish wineries, because wineries were not given the right to ship wines,” Latvajärvi said.

The proposed amendment would give all domestic small alcohol producers, including breweries, farm wine producers and distilleries, the right to sell drinks remotely. The Social Affairs and Health Committee is expected to complete its report on the alcohol legislation during the autumn.

Wine entrepreneurs say the change does not go far enough because few wineries produce drinks with less than 8 percent alcohol. They would like the online sales limit to be raised to 21 percent. Finnish wineries are currently permitted to produce wines with an alcohol content of up to 13 percent.

“Unfortunately, most of the drinks category produced by wine entrepreneurs will remain outside distance sales,” Latvajärvi said.

Sirpa Villanen, host of Ollinmäki Winery in Anttola, Mikkeli, said a 13 percent limit for online sales would make a difference to small winery businesses.

“Demand for drinks below 8 percent does not have much significance, at least in our business,” Villanen said.

Wineries also depend on tourism

Finland has about 25 wineries, a number that has remained fairly stable in recent years. The country’s northernmost farm wine producer is in Sotkamo, while the two southernmost are in the Turku archipelago.

Most winery entrepreneurs are also involved in tourism. They organise events and offer services including cottage accommodation.

Latvajärvi said small wineries provide jobs and help keep rural areas viable.

“We keep the whole package going, right down to the last bottle and label. It feels that decision-makers in particular do not value this enough,” she said.

Villanen said the regional development company Miksei in Mikkeli had been a good partner in tourism projects. The projects had brought Central European travellers to the region, she said, adding that Lake Saimaa attracts tourists.

Alko says wine quality has improved

Alko currently stocks around 80 wines from domestic small producers.

Reija Niemi, Alko’s product manager for wines, said sales of local farm wines were fairly steady and moderate compared with other product categories. Availability and selection vary considerably between local stores, she said.

Niemi said the quality of farm wines had clearly improved in recent years, with products showing stronger expertise and better knowledge of different raw materials.

Small producers can freely submit their products for inclusion in Alko’s selection. According to Niemi, factors affecting demand include the producer’s recognition, quality and distinctive story.

Demand for farm wines is concentrated not only in summer but also around the Christmas season. Customers are also interested in high-quality domestic alcohol-free drinks, particularly sparkling products.

Farm wines are made from Finnish berries and fruit, including currants and apples.