Alcohol Monopoly in Sweden and Wine Properties That Drive the Wine Sales

Abstract: This research study in applied mathematical statistics, and industrial engineering and management aims to determine the wine properties that drive the wine sales in Sweden, while also examining how the monopoly in Sweden affects the alcohol sales and demand. Data were collected from Systembolaget, which is the only alcohol retail store chain in Sweden. A multiple linear regression analysis was performed on 4 931 observations from Systembolaget’s sales statistics of 2019. The covariates were the type of wine, taste, price, size, country of origin, ecologically classified and ethically certified. The final model contained 18 variables where the taste parameters dominated the model. The results conclude that wines from Australia, Italy and Portugal have an advantage when it comes to the wine sales in Sweden, while wines from Sweden have a negative correleation with the volume sold. Other results suggest that wine producers should make ethically produced wines. From an economic perspective, the alcohol monopoly in Sweden is not a regular monopoly. Moreover, the monopoly is considered to has had a negative impact on the alcohol sales by lowering the demand through a strict alcohol law, among other things. The positive aspects of Sweden’s alcohol monopoly is the overall better health of the Swedish society and the in-store consultation that is offered. This study has contributed to previous research and also given the wine producers a better overview of the factors that drive the wine sales in Sweden.