The 8th chapter of Barolo & Friends Event in Stockholm: on February 16, 2026, immerse yourselves in the new, modern, and fresh edition of the Consortium’s second main event.
We are proud to announce the next edition of the Barolo & Friends Event in Stockholm, the second most important event for our consortium. The event will be held on Monday, February 16, 2026, and marks a significant turning point for the promotion of Piedmontese wines in one of the most strategic markets for our region.
Thanks to a renewed partnership and a targeted strategy, the Swedish Barolo & Friends continues to grow and consolidate its position. This year, we wanted to take a further step forward by choosing a location that reflects our ambition and the dynamism of your wines.
For the first time, the event will take place at the prestigious Münchenbryggeriet. This iconic space is not just a venue but a statement of intent: contemporary, bright, and modular, it offers the perfect environment to present your wines to a selected audience of professionals and enthusiasts. Its selection guarantees maximum visibility in a high-impact setting.
The Systembolaget – Sweden’s State Monopoly: The Systembolaget is one of the world’s largest distributors with over 400 stores and approximately 500 additional distribution points covering the entire Swedish national territory. Swedish market trends are heavily influenced by the Monopoly, which controls distribution and demand. Systembolaget is owned by the Swedish government.
Piedmont’s Position: Among the Italian regions, Piedmont stands out, ranking 4th within the Monopoly with 5,362,163 million liters sold (data as of December 2024) and an increase of +4.5% compared to 2023.
Italy’s Position: Italy remains a main player for exports to the Swedish market.
Sustainability and Organic Wine: Italy is a market leader for organic wine in Sweden, with a market share that has previously reached 42%. Organic wines account for approximately a quarter of the total wine sales managed by Systembolaget. The Nordic monopolies have gathered and created sustainability and environmental goals. The approach differs slightly among the countries, but Sweden is the main driver, having taken sustainable packaging to the extreme. 74% of Swedish consumers state that sustainability influences their purchasing behavior, with “climate intelligence” being the most valued aspect.
Sales Channels: The majority of volumes (about 60%) are still managed by Systembolaget, the state monopoly. The remaining market share is distributed between the Ho.Re.Ca. channel and duty-free. Importers and numerous wine clubs exert a strong influence on the choices of the public and the monopoly.
In Summary: The challenge for Italy is to strengthen its position, especially in the value-added and growing segments such as sparkling wine, quality appellation red wines, and organic wine.
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