Published on 2 September 2025
Since 1 June 2025, Swedish wine producers have been allowed to sell their wine directly to visitors.
This is an opportunity to spread knowledge about PIWI grapes, says Victor Dahl, CEO of Kullabergs Vingård.
Direct sales on farms in Sweden means that small producers of beer, wine, cider and spirits are allowed to sell their products directly to consumers as part of a paid study visit, tasting or similar event at the production site. The aim is to link sales to the tourism industry rather than the retail sector in order to protect Systembolaget's monopoly. The law came into force on 1 June 2025 and will apply for a trial period of six years.
This has been desirable for decades, as many smaller producers do not have the opportunity or the financial means to sell through the monopoly. The law was controversial, not least because there is a strong anti-alcohol lobby in Sweden. There were also complaints that the conditions were too complicated - the "knowledge-enhancing experience" required for a purchase must be carried out by a natural person and last at least 30 minutes. In addition, information about the negative effects of alcohol must be provided.
Three months after the law came into force, however, there are many positive voices and some winegrowers have sold out their bottles.
"Farm gate sales are going extremely well and give us producers the opportunity to meet end customers, tell people more about PIWI and explain to them that fungus-resistant grapes are good for sustainable production."
So says Victor Dahl, CEO of Kullbergs Vingård, one of Sweden's largest producers with 22 hectares (14 of which are in production). Like most winemakers in the country, they only have PIWI grapes. Solaris dominates, but Souvignier Gris is catching up strongly, as are red varieties such as Pinot Nova and Cabaret Noir.
But the catalogue of grape varieties is growing rapidly. This spring, Kullabergs Vingård was the first company in Sweden to plant Nermantis (Teroldego x Merzling, bred at the Istituto Agrario di San Michele all'Adige in 1994).
Victor Dahl is in favour of the law. Until this year, they were not allowed to sell wine to visitors at all.
"Many people have complained about the rules - that you have to take part in an activity before you buy - but without this rule, they would have just gone into the shop and bought something. Now we have the opportunity to meet customers and tell them more about viticulture and wine production - which is good for the tourism industry. We want to attract people here."
"Then we can hope that more entrepreneurs will dare to invest, plant a vineyard or expand."
There are around 20 commercial producers and 200 hectares of vineyards in Sweden. However, according to the latest report on the beverage industry, there are 64 registered wine producers.
Interestingly, 40 % of the winegrowers are planning to increase their acreage. One of them is Ljungbyholms Vingård, which cultivates 3.5 hectares but owns 100 hectares of land. Annika and Joakim Palm run the farm and were a little worried that they would run out of bottles towards the end of the summer. In fact, some of their varieties were sold out.
"Demand in the farm shop was very high and I couldn't keep Glimminge and Rosenhult (a white wine and a rosé) in stock," says Joakim Palm.
"I couldn't sell them last month, but I kept a few bottles so I could offer tastings with four to six glasses - tastings that had been booked in advance."
Another interesting project is being carried out by sports car manufacturer Koenigsegg and its family. They are behind the largest single investment in Swedish wine in 2022, planting 85,000 vines on 20 hectares in the municipalities of Ängelholm and Båstad.
Text and photo: Lena Särnholm
Picture right: Annika and Joakim Palm from the Ljungbyholms Vingård winery have sold out of some of their wines.
Picture left: Since Kullabergs Vingård's Immelen 2021 received the highest rating at the Swedish wine tasting last year, interest in this winery has grown considerably. CEO Victor Dahl (right) welcomed The Observer this summer. He is positive about the sale of the winery and believes that it can further the understanding and knowledge of PIWI grapes.
Translated with DeepL.com (free version)
