Latest market information from Denmark and Sweden

May 18, 2020

Ehrenberg Sørensen Kommunikation did a survey, in Denmark and Sweden with several wine importers and distributor to get the latest market information.The summary of these interviews are as follows:



> All shops and restaurants are open

- Shops and restaurants must respect precautionary measures
-> Distance of customers to be respected at the cash desks of the stores
-> Ban on crowding customers in a restaurant (every second table must be empty)

The Swedish monopoly stores are currently selling even more wine than usual because people are going out less

> But hotel & restaurant crisis, since people go out much less to eat and drink

- A little less true now with the arrival of spring and the restaurant / cafe terraces which opened last weekend where people are crowded together as if nothing had happened.
- Take away food delivery and home delivery have exploded
Cultural and professional activities involving more than 50 people are prohibited

> Wine consumption level

- Home consumption, including for wine, is increasing sharply
- Out-of-home consumption decreasing in March and early April; however, people seem to have stopped following the recommendations since the dawn of the summer; the terraces are filled with people



> What impact has the crisis had on sales?
- All sales to the restaurant are stopped. But instead, they are very successful in selling to individuals - and in particular on digital platforms.
- Supermarket & wine shops: stagnating or even increasing in some outlets.
- Online sales: Strong growth (+200 to 250%)
- Only the Horeca sector is a problem, which should be resolved as soon as restaurants and bars open.

> Has the pattern of consumer spending changed?

- We have clearly seen an increase in sales to individuals. The feeling is that many people sit at home and enjoy wine more often these days.
- We also have info of what they consume more quality wines than before (the consumer is delivering at home now that they can not go out).

> Did you develop new initiatives during these periods?

- Additional discounts
- Tasting box sale. The wines are then commented directly online by the producers on a closed forum in which you can participate if you have purchased this tasting box.


Besides this, attached you will also find a general Corona virus situation report for Denmark, Sweden and Germany that Ehrenberg Sørensen Kommunikation also cover.



Category: News

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