Ulf Sjödin, Head of Category Management, and Fredrik Arenander, Head of Purchasing at Systembolaget, shared insights into how they plan and manage assortments, combining strategic planning with logistics. They explained their purchasing process and close collaboration with suppliers to ensure transparency and fairness. Students learned how customer demand and alcohol consumption trends have evolved, and how data shapes Systembolaget's assortment. A key insight was that customers who buy higher-priced products tend to consume smaller volumes, supporting premiumization as a way to encourage mindful consumption.

Students then worked on a case exploring how Systembolaget can promote quality over quantity without increasing sales, in line with its government mandate. Proposed solutions included better placement of premium products, clearer customer information, more half bottles or samples, and promoting alcohol as an experience through tastings and food pairings.

The workshop concluded with a blind wine tasting, giving students firsthand experience of how Systembolaget evaluates products for its shelves.

A sincere thank you to Ulf and Fredrik for sharing their expertise and making this workshop both insightful and engaging, and to Johanna Ottersten for preparing and organizing a valuable learning experience!

Tyra Söderberg, Key Account Manager, Systembolaget Retail Club 2025/26