Wine Destination Sweden

Andrea Lucarelli, Project Manager

What is the project about?
”We will study Sweden’s potential to become a wine destination and how wine tourism can contribute to the development of the Swedish visitor economy. Some of the questions we will explore include how Swedish wineries develop competitive and sustainable visitor experiences, how they help position Sweden as a wine and food culture destination, and what role they play in the local tourism ecosystem.”

Why is research on this needed?
”There is currently research on viticulture in Sweden, but knowledge is still limited regarding the role of wine in a broader wine and food cultural context. In particular, studies that view wineries as part of a larger tourism ecosystem are lacking. By adopting a broader perspective, the project aims to highlight new opportunities for development within the visitor economy. Climate change, technological advances in grape cultivation, and a growing interest in local and sustainable food production have created new conditions for viticulture in parts of Sweden, enabling competition in international niche markets.”

What benefits does this bring to the visitor economy?
”Wine production has evolved from a marginal phenomenon into a potentially important component of regional economic development, particularly within tourism and the visitor economy. Through the reform allowing farm-gate sales of alcoholic beverages, small-scale producers can now sell directly to consumers in connection with visits that include, for example, guided tours or wine tastings. This development creates new destinations and attractive places to visit.”

How will you conduct the project?
”We will study a selection of Swedish wineries of varying sizes, orientations, levels of experimentation, and stages of commercial maturity in the regions of Blekinge, Gotland, Halland, Skåne, Öland, and Östergötland. During the summer and early autumn, when operations are at full capacity, we will conduct site visits and interview winemakers, growers, and those responsible for visitor activities. During the low season, we will interview winery owners, local gastronomic actors, destination organizations, and local authorities. We will also carry out comparative studies in Denmark and southern England, where wine production already exists and has begun to be marketed, for example in the district known as “the British Champagne.””

What challenges do you face?
”One challenge, as always, is finding companies and individuals willing to contribute their time. A research-related challenge in producing relevant conclusions is that we will be comparing Sweden with other countries where alcohol monopolies do not exist and where regulatory frameworks and policies differ.”

What outcomes do you hope for?
”Our ambition is to develop some form of framework or guidelines for how Sweden can be developed as a wine tourism destination at national, regional, and local levels. This framework should serve as a foundation for business development, destination strategies, and collaboration between producers, tourism actors, and the public sector. Perhaps we can help shift the perception of Sweden from a non-wine country to a wine country.”

Reference Group
Under development.