Table 1. SWOT Analysis of the Swedish...

Table 1.

SWOT Analysis of the Swedish wine sector according to the SCA conceptual framework

Strengths

Weaknesses

• Sustainability practices (SP)
• The wine sector is almost entirely sustainable (SP)
• Local grapes (R) (WP)
• It is possible to cultivate several varieties of grapes in Sweden (R)
• Winemaking without copper pesticides (SP)
• High-quality wines (C)
• Unique product for the Swedish market (WP)
• Enthusiasts and human capital (R)
• Local knowledge and expertise (R)
• Landscape (WP) (SP)
• New destination for wine tourism (R)

• It takes time to establish a vineyard (R)
• No cellar door sales permitted (WP) (C)
• There are no official wine regions in Sweden; all the wines are designated as “table wines” (WP)
• Low level of marketing and promotion (MM)
• Most information is available only in Swedish (MM)
• Limited human resources (R)
• Lack of cooperation and coordination between vineyards, as well as between vineyards and other local actors (C) (MM)
• Lack of wine research and education (R)
• High production prices (WP)
• Low amount of production (WP)
• Not included in the official EU wine statistics (WP) (C)
• Limited consumer awareness (not even all Swedes know that there is a wine sector in Sweden) (MM)
• Limited demand for Swedish wine (WP)
• Lack of infrastructure (R)

Opportunities

Threats

• Sweden is a world leader in sustainability (SP)
• Increased consumer interest in gastronomy and Swedish food culture (C)
• Scania as an acknowledged gastronomy destination (C)
• Wine tourism development (R)
• Wine route development (R)
• “Local produce” trend (R)
• Region’s reputation (R)
• Innovations and technologies (C)
• Product differentiation and development (CP)
• Consumers’ wine culture and habits (R)
• Exploration stage of life cycle (WP)
• There is a chance that cellar-door sales could be allowed (WP) (C)
• Wine sales in the monopoly stores (Systembolaget) (WP) (C)

• State alcohol retail monopoly (C)
• Bureaucratic restrictions and permits (C)
• Hypercompetitive market (WP)
• EU wine regulations (C)
• Sweden is already a leader in wine importation (WP)
• Low-price international competitors (CP)
• Climate change (SP)
• Local climate and unstable weather (SP)

Notes:

R = resources, C = capabilities, WP = wine product, SP = sustainability practices, CP = competitive positioning, MM = marketing management

Source: Own elaboration

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Strengths	Weaknesses
• Sustainability practices (SP)• The wine sector is almost entirely sustainable (SP)• Local grapes (R) (WP)• It is possible to cultivate several varieties of grapes in Sweden (R)• Winemaking without copper pesticides (SP)• High-quality wines (C)• Unique product for the Swedish market (WP)• Enthusiasts and human capital (R)• Local knowledge and expertise (R)• Landscape (WP) (SP)• New destination for wine tourism (R)	• It takes time to establish a vineyard (R)• No cellar door sales permitted (WP) (C)• There are no official wine regions in Sweden; all the wines are designated as “table wines” (WP)• Low level of marketing and promotion (MM)• Most information is available only in Swedish (MM)• Limited human resources (R)• Lack of cooperation and coordination between vineyards, as well as between vineyards and other local actors (C) (MM)• Lack of wine research and education (R)• High production prices (WP)• Low amount of production (WP)• Not included in the official EU wine statistics (WP) (C)• Limited consumer awareness (not even all Swedes know that there is a wine sector in Sweden) (MM)• Limited demand for Swedish wine (WP)• Lack of infrastructure (R)
Opportunities	Threats
• Sweden is a world leader in sustainability (SP)• Increased consumer interest in gastronomy and Swedish food culture (C)• Scania as an acknowledged gastronomy destination (C)• Wine tourism development (R)• Wine route development (R)• “Local produce” trend (R)• Region’s reputation (R)• Innovations and technologies (C)• Product differentiation and development (CP)• Consumers’ wine culture and habits (R)• Exploration stage of life cycle (WP)• There is a chance that cellar-door sales could be allowed (WP) (C)• Wine sales in the monopoly stores (Systembolaget) (WP) (C)	• State alcohol retail monopoly (C)• Bureaucratic restrictions and permits (C)• Hypercompetitive market (WP)• EU wine regulations (C)• Sweden is already a leader in wine importation (WP)• Low-price international competitors (CP)• Climate change (SP)• Local climate and unstable weather (SP)

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