Organizers
Speakers
Saija Kovalainen
Saija Kovalainen is a key figure in the Finnish wine sector, specializing in driving business growth for Developing Partners in Finland’s wine market. With a deep understanding of the industry, she focuses on expanding and refining wine portfolios to align with customer needs. Leveraging her analytical skills and extensive experience, Saija translates market demands into actionable strategies. In a unique landscape dominated by Finland’s alcohol monopoly, she excels at managing change using the country’s most comprehensive database and advanced tools, ensuring her company’s success in this competitive and dynamic environment.
official event
Presentation of the Finnish wine market, trends and the alcohol monopoly ALKO | Malvasia Room
Description
PLEASE NOTE: to attend this session, registration is required and is only available to users who already hold an access pass for the wine2wine Business Forum 2024. After purchasing your ticket, click the "Register to attend" button on this page and follow the simple step-by-step instructions. Please note that seats are limited: registration guarantees your spot until all seats are filled.
The Finnish wine market has encountered considerable transformation during 2024, influenced mainly by changes in the Alcohol legislation. The change in the law to allow 8% of wines and wine-based drinks to be sold through Grocery Retail has resulted in bringing forth a new category, thus attributing to the changed dynamics in the Finland wine market sector. While the total wine consumption has remained rather stable over the recent years, there has been a clear shift of wine sales volumes from the Monopoly towards Grocery Retail in these first few months.
In this presentation, we will have a closer look at the transformation and its implications for the wine trade and the Finnish consumer. Additionally, we will explore current wine trends and how they are shaping consumer wine-buying behavior on their part. Furthermore, this presentation will aim to bring forth the collective factors that are influencing one another by recognizing the roles of political, legislative, technological and behavioral change agents. While the reformation is an ongoing matter, we will introduce the different initiatives underway.
