Finland remains a highly regulated, mature wine market—characterised by low volumes, high taxes, and the dominant role of the state retail monopoly Alko Oy (Alko). Even so, for the right type of wines, with the right positioning and the right importer partner, opportunities persist. Below we review the key trends and import-landscape in Finland for 2024-2025, and highlight strategic implications for exporters.
2024-2025 Import & Market Trends
Here are the major trends shaping Finland’s wine import market now and into 2025:
1. Declining Volumes but Focus on Value/Quality
Volume for still wine faces slight decline (~–0.6% CAGR) in coming years. This means wine importers and exporters will increasingly need to focus on premiumisation, so that fewer litres can generate reasonable value. Consumers continue to prioritise price-quality ratio. Alko’s 2024 trends report points to “price-quality ratio increasingly important.”
2. Shift from Mass to Premium, Sparkling & White Styles
Growth in sparkling and white wines continues in Finland. Alko’s trend report notes “rosé continues to gain in popularity as a year-round wine”, and “fresh,” lighter style; sparkling, rosé, white and even lighter reds are more likely to resonate than heavy traditional reds.
Also packaging and format innovation (smaller bottles, bag-in-box, alternative formats) are increasingly relevant.
3. Regulatory & Retail Channel Changes
Finland’s retail alcohol system is strictly regulated. Alko controls retailing of wines with higher ABV; as of recent changes there is debate about retail channel expansion. For example: the Finnish Competition and Consumer Authority (KKV) reported that 2024 legislative changes would significantly weaken Alko’s share of lower-ABV wines sold via grocery stores (e.g., beverages up to 8% ABV) and that Alko’s share dropped accordingly.
What this means: Importers/exporters need to navigate a regulated environment, understand access to Alko listings, and monitor channel changes (grocery, on-trade).
4. Wellbeing, Sustainability, Non/Low Alcohol Trends
We also have to highlight increased interest in responsible consumption, low-alcohol and non-alcoholic alternatives, and environmental attributes (packaging, smaller portions).
For wine imports that means: producers/importers should emphasise sustainability credentials, smaller formats, and reflect live-well themes.
5. On-trade & Off-trade Dynamics
Off-trade remains dominant in Finland for wine distribution; on-trade (restaurants, bars) is more limited in growth and faces greater pressures. For example, the ratio of off-trade sales for alcoholic drinks is very high (≈ 86% in recent years) in Finland.
Importers focusing on specialist retail, premium wine lists in on-trade and unique retail formats may differentiate more successfully.
Importer & Distributor Landscape
While Finland has fewer large importers compared to bigger markets, the right partner remains critical. Some considerations:
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Accessing Alko’s listing: Since Alko remains gate-keeper for much of the wine retail market, importers with strong relationships and listing success at Alko are at an advantage.
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Specialist/ boutique importers who can supply premium, niche, story-driven wines. Given the shift toward premiumation and diversity, smaller players with curated portfolios may thrive.
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On-trade focused importers who service restaurants, wine bars in Helsinki, Turku etc. The earlier article noted the on-trade is increasingly offering more diversity.
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Importers who can handle logistics in a high-tax, high-cost environment; align with pricing expectations and high regulatory compliance.
Exporters targeting Finland should investigate boutique Scandinavian-specialist importers, those with Nordic logistic experience, and those capable of premium positioning in Finland.
Strategic Insights for Exporters & Importers for 2024-2025
Based on the above, here are several actionable strategy points:
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Position for premium and niche rather than volume
With volumes flat or slightly declining, the “play” is on value − premium wines, unique origins, story-driven brands. Avoid competing solely on price. -
Choose styles that match Finnish tastes
Focus on fresh whites, sparkling wines, rosé, lighter reds, environmentally-aware packaging, and formats suited to at-home consumption and smaller gatherings. -
Work closely with importers who understand Alko & Finland
Because of the regulated nature of wine retail in Finland, find importers who have proven track record with Alko listing, specialist retail, or the on-trade. Provide them with support (marketing assets, tasting events, seasonal promotions). -
Address the environmental and wellbeing narrative
Consumers in Finland are increasingly sensitive to sustainability, low-alcohol options, packaging, and story behind the product. Make sure your brand communicates these attributes. -
Monitor channel developments and regulation
The fact that grocery/discounters and private imports (e.g., via Estonia) exert pressure means importers and exporters must monitor channel shifts, price competition, grey imports, and regulatory changes.
For example, the KKV report notes that expanding wine sales into grocery stores would reduce Alko’s share significantly and that affordability and cross-border imports are relevant pressures. -
Manage cost & landed price carefully
The Finnish market has some of the highest alcohol taxes in Europe; logistic costs, packaging, duty, and local margins all add up. The “landed cost” must make sense for the Finnish consumer while allowing margin for the importer and for promotion.
Outlook & Risks for 2025
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Outlook: The market remains stable but not high-growth in volume. Value growth is more likely via premiumisation, packaging innovation and niche styles. Exporters who align with Finnish consumer trends (wellness, sustainability, quality) are likely to perform relatively better.
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Risks: Declining consumption (especially younger generations) poses a structural challenge. Finland’s taxes, cost of entry, and regulatory complexity make it a more challenging market than many. Off-trade dominance and heavy regulation mean access can be harder. Private/grey-imports and cross-border shopping (e.g., via Estonia) also reduce margins and add competition.
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Opportunities: Sparkling wines, small producers, alternative formats, value-premium bridging segments, on-trade wine experiences (in Helsinki/Turku). Also, low-alcohol and environmentally-friendly wines may find a receptive audience.
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For 2025 in particular: expect even more emphasis on sustainability, smaller-format packaging, the “drink less but better” trend, and further competition from non-traditional channels (private imports, e-commerce, alternative distribution).
Conclusion
For wine exporters and importers looking at Finland in 2024-2025 the key takeaway is: this is a mature, regulated market where volume growth is limited—but value growth and niche opportunity still exist. Success depends on choosing the right style of wine, understanding the Finnish consumer’s evolving preferences (wellness, freshness, sustainability), partnering with a capable importer/distributor familiar with the Alko system and Finnish retail, and differentiating your brand story. Those who approach Finland with patience, strategic focus, and a long-term mindset can make it a rewarding market. For updated data and complete company details for wine importers and distributors in Finland, the BestWineImporters database remains the go-to choice.
