Start with a credible opportunity
The first question is where a product can earn a relevant position in Sweden. That means looking at the product itself, its category, the available routes into Systembolaget and the audience most likely to see its value.
Price, available supply and the producer’s ambitions are part of the same assessment. Together, they help identify which opportunities deserve focused work and what needs to be in place before moving forward. Colombo and Liverpool Whisky illustrate two different starting points.
Colombo: recognising potential that deserved more attention
Biber identified Colombo as a Madeira brand whose potential was receiving too little attention in Sweden. The opportunity was to give the brand a focused position within a small, specialised segment.
In a category of that size, individual products matter. A useful assessment looks closely at the styles in the portfolio, the role each could play and how they fit a specific market opportunity. It gives the producer a clearer basis for deciding where to concentrate effort.
The results for Colombo include a fixed-range listing for Medium Dry and a further tender win with Medium Sweet. Two concrete outcomes in a small segment show why identifying the right product opportunities matters.
Liverpool Whisky: a clear segment and a clear target group
For Liverpool Single Malt Whisky – Virgin Oak Cask, Biber identified a strong fit in Systembolaget’s Other Malt category. The brand also had a clear potential audience: adult Liverpool fans.
That brought together two parts of the commercial work: a suitable position within the whisky category and a recognisable audience for the order assortment. Clever, targeted marketing connected the product with that audience and gave the launch a focused direction.
The marketing generated around 3,000 initial orders before store distribution. Liverpool Whisky subsequently moved from the order assortment into Systembolaget’s fixed range.
The lesson for producers is practical: a clear target group gives marketing a specific job to do, and actual orders provide a concrete measure of the response. Product fit and audience relevance need to work together.
Liverpool Single Malt Whisky · 8110301 ↗
Give the next conversation a useful starting point
A short portfolio introduction, product or website link, available volume and priorities for Sweden give Biber something concrete to assess. Producers already represented in Sweden can also describe their current position and where they see untapped potential.
The next step is a focused conversation about the product, the opportunity and the work needed to connect them.