The Scandinavian market at wine2wine Business Forum 2022: trends and challenges for Italian wine

The Scandinavian market at wine2wine Business Forum 2022: trends and challenges for Italian wine As we finalize the last details of the program for the tenth edition of the wine2wine Business Forum, which will take place in Verona on November 13th and 14th, we continue to follow the sessions of the 2022 edition on Vinitaly Plus. This week, the session dedicated to the Scandinavian markets, presented by Per Buhl, Margareta Lundeberg, Nina Witikka, and Marius Odland, is available in podcast format. Sweden, Norway, Finland and Denmark: a unique region With the help of four importers from Finland, Sweden, Denmark and Norway, the session at the wine2wine Business Forum 2022 provided an overview of recent developments in the Scandinavian market. The individual markets of Scandinavia, with the exception of Denmark, are strongly influenced by state monopolies. The speakers, supported by moderator Åsa Johansson, identifed current trends, as well as the need for organic and sustainability certifications, all with a particular focus on the future of Italian wine in this region. Focus on Italian wine: challenges and opportunities The Scandinavian market is a complex arena, characterized by significant challenges and considerable opportunities for the Italian wine sector. Among the most relevant challenges is the direct competition posed by high quality wines from France, Spain and Portugal, which compete for space with Italian products. In addition, the strict regulations on the sale of alcohol and the high taxes in Scandinavian countries can impact the final price for consumers. However, the growing interest of Scandinavian consumers for high quality food and wine products creates a favorable context for Italian wines, famous for their variety and authenticity. The ongoing trend towards a healthier and more sustainable lifestyle fits perfectly with the Italian approach to wine production, often based on traditional methods and the use of native grapes. In this context, a targeted promotion strategy for Italian wines, emphasizing their historical roots and provenance, could win the favor of Scandinavian consumers looking for unique food and wine experiences. Per Buhl, Margareta Lundeberg, Nina Witikka, Marius Odland Per Buhl is the 50% owner and CEO of Laudrup Vin. The company's main focus is quality wines produced in cool climate areas around the world and preferably sustainable, organic and biodynamic. Margareta Lundeberg founded Handpicked Wines in 2005, now a well-established wine import company in Sweden with 18 employees working there full time. Nina Witikka is a wine industry professional with a strong passion for wine and everything surrounding it. Since 2016 she has been Wine Director of Wineworld Finland Oy, an independent company within the wine business unit of the Anora Group. Marius Odland began his career in the wine industry 15 years ago as a lifestyle magazine editor. In 2009 he founded what is now one of the most important wine magazines in Norway, Vin & Brennevin. In 2017 he became Portfolio Manager of Nordic Wine, Beer & Spirits.