Ep. 243 Sara Norell (Systembolaget AB) on the Swedish alcohol monopoly system and consumer trends

In this episode, which is part of the wine2wine series “Let’s Talk Wine Biz,” Monty Waldin interviews Sara Norell, Director of Assortment, Purchasing, and Supply Chain at Systembolaget AB, the Swedish alcohol monopoly. Sara tells Monty about her career: her beginnings in the hotel business as a sommelier and her current position at Systembolaget. Sara provides useful insights into the way the Swedish liquor board operates in comparison with other national alcohol boards such as those in Canada. She talks about Systembolaget’s commitment to alcohol awareness and to organic wines. In particular, Sara presents some interesting demographics about organic wines in Sweden. Tune in to learn more about the Swedish wine market and their monopoly system.