We are excited to announce the grand return of the Barolo & Friends Event in Stockholm. On February 8, 2027, immerse yourselves in the 9th edition of the consortium’s second flagship event, featuring a brand-new, refreshed look.
We are proud to announce the 9th edition of the Barolo & Friends Event in Stockholm, the second most important appointment for our consortium. The event will take place on Monday, February 8, 2027, and marks a significant turning point in the promotion of Piedmontese wines in one of the most strategic markets for our region’s wines.
Thanks to a renewed partnership and a targeted strategy, the Swedish Barolo & Friends continues to grow and consolidate its position. To best showcase your wines, we have chosen to return to the prestigious Münchenbryggeriet: an iconic, contemporary, bright, and modular space that provides the perfect setting to guarantee maximum visibility in a high-impact environment.
Within this framework, the event will feature a walk-around tasting divided into two key sessions: an initial trade session reserved for selected professionals, importers, Ho.Re.Ca. representatives, press, and members of the state monopoly, Systembolaget, followed by an opening dedicated to an audience of wine lovers and members of the most important Swedish wine clubs. To further enrich the program and promotional opportunities, two in-depth masterclasses have also been scheduled, designed to highlight your excellence.
Arrival of producers at the venue
Seminar for producers hosted by Ulrika Ferlin
First trade masterclass hosted by Ulrika Ferlin
Second trade masterclass hosted by Ulrika Ferlin
Walk-around tasting exclusively for the trade: Importers, Ho.Re.Ca. representatives, members of the state monopoly, sommeliers, and press/media
Break
Session reserved for a select audience of wine lovers
Systembolaget – The Swedish State Monopoly: Systembolaget is one of the world’s largest distributors, operating over 400 stores and approximately 500 additional distribution points across Sweden. The Swedish market trends are heavily influenced by the Monopoly, which controls both distribution and demand and is fully owned by the Swedish government.
Piedmont’s Positioning: Among Italian regions, Piedmont holds the 4th position within the Monopoly, with 5,362,163 liters sold (as of December 2024), marking a 4.5% increase compared to 2023.
While Nebbiolo and the major appellations remain a cornerstone for Piedmont, the region’s potential is much broader, thanks to its diverse micro-terroirs and grape varieties:
Carema and Alto Piemonte: These areas produce high-quality Nebbiolo with freshness, finesse, and an alpine character that is particularly appealing in Sweden.
Roero Arneis: Thanks to its freshness, structure, and great versatility, it pairs very naturally with Scandinavian cuisine.
Dolcetto: Sourced particularly from historical zones such as Dogliani, Ovada, and Diano d’Alba, Dolcetto guarantees purity, charm, and excellent quality for daily consumption, meeting the expectations of Swedish consumers perfectly.
Minor indigenous varieties: Younger and more curious consumers are highly interested in exploring distinctive and lesser-known varieties, such as Freisa and Timorasso.
Italy’s Positioning: Italy remains a leading player in 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 reached 42% in the past. Organic wines account for approximately one-quarter of total wine sales managed by Systembolaget.
Sustainability Standards: Nordic monopolies have joined forces to set common sustainability and environmental goals. While the approach varies slightly among countries, Sweden is the leader, having taken sustainable packaging to the extreme.
Consumer Behavior: 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 (approximately 60%) are still managed by Systembolaget, the state monopoly. The remainder of the market is distributed between the Ho.Re.Ca. channel and duty-free. Importers and numerous wine clubs exert strong influence on the choices made by both the public and the monopoly.
