On June 1st, 2025, Sweden introduced a significant yet cautious shift in its century-old alcohol policy.
For the first time in over 100 years, distilleries, breweries, and wineries across the country are allowed to sell alcohol directly to visitors — a move aimed at supporting rural tourism and small-scale producers without undermining the state's firm grip on alcohol regulation.
Under the new law, direct sales are permitted only after a paid guided tour. Distilleries may sell up to one 0.7-liter bottle per person, while breweries and wineries are allowed to sell up to three liters per visitor. Sales must occur between 10 a.m. and 8 p.m., and each visit begins with a required warning about the risks of alcohol consumption.
Anna Anerfält, CEO of Norrtelje Bränneri, a small craft distillery north of Stockholm, hails the law as a step forward for artisanal producers. Still, she notes its impact is likely to be limited. “We’re finally allowed to offer a taste of our craft to tourists — but within strict conditions,” she says. The law, she adds, provides more visibility but won’t radically change revenue streams due to the volume caps.
Systembolaget, Sweden’s state-run alcohol retailer, retains its retail monopoly. The reform is a carefully constructed exception designed to stimulate tourism and local economies rather than disrupt a public health-focused model that’s been in place since the 1920s. Sweden has long maintained one of the most restrictive alcohol policies in Europe, with high taxes, limited availability, and strict advertising laws. According to the World Health Organization, these measures have contributed to lower per capita alcohol consumption than in many neighboring countries.
However, not everyone is in favor. Alexander Ojanne, head of social affairs in Stockholm, cautions against potential increases in alcohol-related harm. “Even modest changes can lead to higher consumption and more social issues,” he says, reaffirming that the overarching goal remains harm reduction.
Additional limitations apply in urban areas like Stockholm, where microbreweries can only sell during Systembolaget’s business hours — excluding evenings, Saturdays after 3 p.m., and all day Sunday — a significant constraint given the tourism-driven weekend trade.
The reform also revives debate around Sweden’s EU exemption for its alcohol monopoly, granted when it joined the union in 1995. Critics fear that this small opening might invite pressure from Brussels to further liberalize the market. Lucas Nilsson, head of IOGT-NTO, a temperance group, worries about a slippery slope. “Farm-to-farm sales seem harmless,” he admits, “but they can set a precedent that weakens the entire regulatory framework.”
Ultimately, this new law is an attempt to balance economic development with public health priorities. By enabling small producers to connect directly with visitors — without threatening the integrity of the system — Sweden walks a fine line between tradition and progress. The true impact of this change will become clearer as data on sales, tourism, and social outcomes begin to emerge.
Source: Vinetur