"What I think is important is that farm sales have gained such a solid position in a very short time. They were embraced very quickly by customers," says Jeurgen Thelander, who runs a winery in Gränna.
He has compiled the Swedish Wine Association's survey responses from all farms that started farm sales in their first year, 2025.
Customers are positive and sales are relatively strong.
Uncertain circumstances
On the other hand, less than half of the 45 wineries affiliated with the association started farm sales. Svenskt Vin's CEO Sveneric Svensson believes this is due to the uncertain circumstances in many municipalities during the first year.
Many people probably thought we'd wait and see, and then we'd do it next year.
Yet farm sales accounted for 45 percent of the total amount of Swedish wine sold in 2025, according to the association's calculations.
Compared with Systembolaget's total annual wine sales in 2024, that corresponds to 0.03 percent.
Sveneric Svensson believes that most wineries will jump on the bandwagon this season.
“A challenge”
But there is a cloud of concern. Before purchasing alcohol at the farm, customers must participate in a paid visitor event with content linked to the drink for sale.
"What we are thinking about is what will happen next season when customers come back and have to go through the training again. It is a challenge for the farms to offer alternative forms of training," says Jeurgen Thelander.
The association hopes for a simplification for customers who return for a second or third time.
It's an irritant for many, says Sveneric Svensson.
Cecilia Klintö/TT
Facts: Farm sales
TT
Anyone who purchases locally produced alcoholic beverages on site must first participate in a paid visitor event with content related to the beverage for sale. Customers must be informed about the harmful effects of alcohol. Customers must be 20 years or older.
The Public Health Agency's regulations allow sales every weekday between 10 am and 8 pm, but the municipality can decide on other time frames.
The basic requirements for the seller are the same as those for a serving permit. Among other things, a knowledge test on the Alcohol Act and the regulations that apply to it is required.
