Yesterday was supposed to be a memorable day in the history of the Swedish craft beer industry. Instead it ended in confusion, frustration and anger at a system that is incomprehensible and a monopoly that promised much but delivered little.
After more than three months of delay due to unexplained ‘technical issues’ the Systembolaget yesterday finally rolled out its new system that would supposedly allow us to be able to buy locally produced beers from craft breweries all over Sweden.

This is what you promised us Systembolaget. It's not what we got.
It was a move that, when announced, saw the monopoly showered with praise for its forward-thinking and swiftness in reacting to the upsurge in consumer demand for Swedish craft beers.
I was among those quick to heap compliments on the Systembolaget, describing the move as having the potential to have “significant implications on the pace of growth in Sweden’s craft beer industry”.
After yesterday’s debacle I want to take all that back.
A little over 24 hours into the new ‘system’ I am still at a complete loss as to how it works. The only thing I do know with any certainty is that it doesn’t.
Here’s what we were told to expect by the monopoly in a press release issued by its Press Officer Lennart Agén at the end of last year:
“Det ska bli lättare att hitta, få råd om och beställa dessa drycker, både i Systembolagets butiker, på webbplatsen samt på tillverkningsstället. Det innebär att samtliga drycker i beställningssortimentet med en lokal tillverkning kan beställas utan extra kostnad för vare sig kunden eller tillverkaren. Den förbättrade servicen gäller även produkter som har en tydlig lokal efterfrågan, oavsett ursprung.”*
What we got served up to us yesterday was as watered down as industrial lager and left an equally unpalatable taste in my mouth.
Because it turns out not every local brewery is allowed to be a part of the new system. Several breweries found out only last week (as did we via ‘unofficial’ sources on Facebook) that their beers won’t be qualifying for national distribution because – and this would be funny if it wasn’t so silly – their beers are already too popular.
That’s right – because their beers sell too well in their local market! A much cited example is Helsingborgs Bryggeri which was among those breweries who found out a few days ago it wasn’t going to benefit from the new system as the only one of its beers that is doing badly enough (and therefore qualifies) is its liquorice stout. This is hardly surprising really when you discover the reason for the low sales figures is that the beer doesn’t actually go on sale until May!
In short this ridiculous arrangement discriminates against craft breweries for their success and discriminates against me and you as consumers for living in the wrong place. Read the last sentence of your own statement quoted above Systembolaget. What happened?
But this, unbelievably, is not the worst of it. Confused by the conflicting comments on Facebook and blogs (turns out for instance that Eskiltstuna Ölkultur had a great day yesterday) I clicked into the Systembolaget’s own site to find out what the hell was going on.
I think I’d have had more success walking into a freemasonry lodge to ask its Worshipful Master to reveal the identity of the Supreme Being.
Now I’m really dedicated to finding out about beer, as are my fellow beer writers Johan at Portersteken, Joel at Allt om Mat and Robert from Helbergs Humle. But between the four of us we still couldn’t figure out how the system works. Because there’s ABSOLUTLELY NO INFORMATION ABOUT IT on the monopoly’s website.
If we, who have spent hours trying to unravel this mess, can’t get to the bottom of how it works then how the hell is the average consumer going to figure it out? I’ve been left with many more questions than answers.
If the Systembolaget had been a privately-owned company operating in a free market this would have been an epic customer service blunder. As a monopoly it will naturally be largely shielded from the effects of this gaffe but that doesn’t mean we shouldn’t complain bitterly for being so rudely let down.
You have done many things right in the past few years Systembolaget. Your recent attention to beer has converted me from a strict non-believer to a part-time evangelist.
But as much as I’m prepared as a customer to praise you when you do things right I’ll be quick to tell you when I think you’ve done something wrong.
This system is wrong and the way you’ve implemented it is wrong too. You need to fix this Systembolaget. We deserve better from you.**
*Sorry for the Swedish to all you non-Swedish readers. Please just Google Translate it. It won’t make much sense anyway
**If I’ve made any factual errors or assumptions in this post then I apologise. However this is what happens when you don’t have sufficient information. If the monopoly would like to publish an article explaining exactly how the new system is supposed to work I for one would be extremely happy to publish it right here on BeerSweden.