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The Progress Party had presented a full package of liberalizations of the Alcohol Law, but received only a majority for the proposal to order Vinmonopolet to put local products on the shelves.
As Dagbladet wrote this fall, it’s a big deal for small beer and spirits producers that won’t fit on the shelves at Vinmonopolet.
Oslo Håndverkdestilleri in Bryn in Oslo could say that today they are in the local quota at Systembolaget in Strømstad, which has a similar scheme that comes in Norway, as they struggle to fit on the shelves of their local polo in Manglerud.
– Now the FRP has won a majority for all wine monopolies to bring locally produced Norwegian drinks. Today, neither the producers can market the products on their own websites or contact Vinmonopolet to find a place on the shelves. It doesn’t exactly make everyday life easier for Norwegian entrepreneurs, says proponent Åshild Bruun-Gundersen (Frp).
– It’s as if we don’t exist
Important shelves
In the industry, there is joy that they now have the opportunity to show themselves alongside international brands that are in the standard range. But if they don’t sell, they will eventually disappear from the shelves.
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– It will make a big difference for us. I think there are between 300 and 400 gins in the order selection and no one bothers to examine all of them. Most people make a purchasing decision when in front of the shelves, says general manager Espen Tollefsen in Oslo Håndverkdestilleri.
Tollefsen is surprised when Dagbladet calls and speaks of the parliamentary majority behind the FRP proposal.
– This is great news and it comes as open sky. Standing on the shelves of the wine monopoly is the alpha omega for us to sell products, says Tollefsen.
An important part of the market for small producers is bars, but little liquor has been served in the last year due to the crown.
LOCAL: Espen Tollefsen in “the most sacred” where they make mixtures of herbs for the spirit. All herbs are found in Norwegian nature. Photograph: Christian Roth Christensen / Dagbladet
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The market decides
Erlend Fuglum of the Brewery and Beverage Association is also very pleased that local growers now have access to the pole racks.
– This is a scheme that is very popular in Sweden, also among consumers. People are interested in locally produced beverages and are local patriots. There is an identity associated with the drinks, says Fuglum.
– The breweries already highly appreciate Vinmonopolet as a sales channel. Vinmonopolet employees are very skilled at giving recommendations, making it a sales channel that provides added value, emphasizes Fuglum.
The details of where the local brewery or distillery must be to meet the local quota will be prepared by the government, but Bruun-Gundersen believes, for example, that the Aurora distillery in Lyngen should have access to all of northern Norway as an example.
– The government must go back to the details of the proposal, but the market must control how long they remain on the shelves. Norwegian beverage makers offer world-class products and I’m sure they will stick around, says Bruun-Gundersen.
