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标题: 斯堪的纳维亚半岛的特殊葡萄酒市场环境（英语）WSET资料 [打印本页]

作者: zzn9252 时间: 10-9-2013 21:06
标题: 斯堪的纳维亚半岛的特殊葡萄酒市场环境（英语）WSET资料

Global Market:

The Scandinavian Monopolies, Backgrounder

斯堪的纳维亚半岛的葡萄酒环境与众不同十分特殊，因为历史遗留和政策影响，斯堪的纳维亚半岛（北欧挪威，瑞典，芬兰）的葡萄酒市场长期为政府垄断经营，有兴趣的朋友们可以研究以下的市场报告 BY 小胖XP

Finland’s Alko www.alko.fi/frontpage

Norway’sVinmonopolet www.vinmonopolet.no/

Sweden’sSystembolaget www.systembolaget.se/English/

Monopolyretail systems have evolved in the Scandinavian countries of Finland, Norwayand Sweden, where government has the exclusive right to retail wine, spirits,and beer (over a certain abv). No competition is allowed.

Theyarose in the first half of the 20th century, through a governmentstrategy to limit the harmful effects of alcohol thereby improving publichealth. The tactics are to impose a minimum purchase age (20 in Sweden, 18 inFinland and Norway for wine and 20 for other alcohol), not allow the promotionof alcoholic drinks, limit the availability of alcohol through opening hours,and not be ruled by the demands of profit-maximisation. Originally all saleswere controlled, i.e. off and on trades.

Norway’sVinmonopolet was created in 1922 to control both import and sales. In 1996 Vinmonopolet was split up - a newcompany, Arcus, took over import and wholesale plus a monopoly on spiritsproduction and bottling, while Vinmonopolet became a pure retail monopoly, forall products over 4.75% abv. Anything under that can be bought from regulargrocery stores.

Norwayhas some 280 shops, offering around 11,000 BWS products, with the average shopphysically carrying about 1,000 products. The rest can be ordered, by thesingle bottle, without extra charge. The range is sourced from around 70countries.

Swedenhas over 400 shops with a core range of around 2,300 BWS products from around 40countries. Suppliers to Systembolaget also stock another 8,500 lines which canbe ordered from any store. Thegovernment introduces about 2,000 new products every year.

Alko,in Finland,founded in 1932, is also wholly owned by the Finnish government, and has theexclusive right to retail all alcoholic drinks over 4.7% abv. There are some 350 shops in the county,offering a range of more than 2,000 in the standard range. An additional rangeof products can be ordered by individual customers, which are delivered to theshop by the supplier, with a usual minimum order quantity of one case.

Tosupply the monopoly, wholesalers / importers / producers must be registered.Product listing is by tenders issued to suppliers by the monopoly, according toa detailed schedule. For example Systembolaget issued a single launch plan for2012 detailing precisely what wines it planned to introduce in April andOctober 2012, for example red wine with a specific retail price, plus countryand region of origin and forecast annual volumes.

Monopolymargins are fixed, without negotiation. As well as taxes and VAT, certain otherfixed costs are incurred. Examples from Norway and Finland are given below.

Norway : (tax varies according to abv%)

Fora 75cl bottle of wine at 13% abv retailing at NOK 97.30 :

NOK23.31 is the delivered duty unpaid cost

NOK5.85 is a fixed margin (7.80/litre) applied by Vinmonopolet

NOK5.12 is a percentage margin (22% of DDU price) applied by Vinmonopolet. (thisfalls with increasing price, so the total mark up is never more than NOK 90 perunit)

NOK42.02 taxes (NOK4.31 x 13(%) x 0.75 (cl))

NOK1.54 enclosure tax

NOK19.46 is VAT at 25%

Source:Vinmonopolet press department

Finland

Fora 75cl bottle of wine retailing at

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