Norway‘s state-run liquor chain, Vinmonopolet, is reporting a drop in sales of nearly 4 percent for the year, but sales remain higher than pre-pandemic levels. The company expects to sell approximately 92 million liters of alcohol in 2024, with only four shopping days left in the year.
Vinmonopolet spokesperson Jens Nordahl attributed the sales drop to increased border shopping and air travel. He also noted that the alcohol market is still normalizing after the pandemic.
“We’re seeing a natural decrease in the market, with growth in border shopping and air traffic. We’re still in a phase where our sales are adapting to post-pandemic conditions,” Nordahl said.
Nordahl also discussed the growing trend of Norwegians opting for lighter, lower-alcohol beverages. This trend has persisted for several years, with an increased preference for beer, cider, and low-alcohol alternatives.
Sales of rosé wine are expected to have a marginal increase in 2024, largely due to an unusually warm autumn. Meanwhile, red wine remains the most popular category, with sales expected to reach around 37.9 million liters, or approximately 40 percent of total sales.
Despite a decrease in sales from many red wine-producing countries, Nordahl noted that wine from countries like Lebanon, Germany, and Georgia is gaining popularity. White wine and sparkling wine sales are predicted to reach 23.5 million liters and 6.6 million liters, respectively, while the sale of spirits is expected to reach 12.4 million liters.
Looking ahead to the New Year’s Eve celebrations, Nordahl said that Vinmonopolet is prepared for any fluctuations in sales. The company has learned from past holiday seasons and has stocked up on popular items.
“Christmas, Easter, and Constitution Day are usually our busiest holidays, and New Year’s Eve is no exception. We’ve built our stores to handle these peaks, and we’re well-prepared,” Nordahl said.
He emphasized that Vinmonopolet’s staff is trained to help customers find alternative products if their preferred choice is sold out. The company also offers a wide range of products at varying price points to cater to different preferences.
