Why does not ecological wine sell in the restaurants? : A case study on Chilean ecological wine on the Swedish market

Abstract: The last five years has seen a large increase in the sales of ecological wines in the Swedish retail stores. This trend has not yet reached the restaurants, where the consumers do not choose an ecological alternative in the same amount as in the stores. The Chilean ecological wines were 2010, in top five bestsellers among the organic wines. With their good quality and low price they should be able to reach a larger market share in the restaurants as well. The purpose of this paper is to examine what contributes to the difference of ecological wine sold in Swedish retail stores and in the restaurants, another aim is to find what influences Systembolaget and the restaurants when purchasing wine.