Assortment and Buying Process Workshop with Systembolaget
Johan Ahlstedt, beer purchaser at Systembolaget, held a blind beer tasting to show the students the process of deciding which beer should be included in the product range. The tasting was followed by a discussion about how consumers prioritize between different choice criteria while purchasing beer and how the choice criteria have changed the last couple of decades.
Afterwards, the students were given a tour through one of Systembolaget’s stores by Ulf Sjödin, Head of Category management, and Emelie Westrup, Category Manager. They explained the differences between the categories and described the daily work as a category manager. Furthermore, they spoke about the trends within their segment. For example, nowadays the consumers demand a larger offering of non-alcoholic products as well as ecologically produced products.
/Jesper Lundegårdh, Key Account Manager, Systembolaget’s Retail Club