Systembolaget’s role in Swedish society is built on a simple but powerful idea: alcohol is not an ordinary product. That’s why Systembolaget is not like other companies. This campaign, Systembolaget ute i världen, explores how to explain the rest of the world Sweden’s unique approach to alcohol sales—and how this model supports public health. One example is the company’s internal controls on age verification: in 2024, staff asked for ID in 97.5% of mystery shopper visits. These checks are carried out by Better Business using 20–24-year-old testers, with results compiled monthly and annually.

While other retailers aim to boost customer satisfaction through discounts or extended hours, Systembolaget follows a different path. It focuses instead on service quality, responsibility, and long-term trust. The customer satisfaction survey (Nöjd Kund Index), conducted three times a year, shows that people appreciate this approach. In 2024, Systembolaget scored 80.3 out of 100—making it the highest-rated company in Sweden. The survey, based on a representative sample from Norstat’s web panel, includes questions about satisfaction, expectations, and overall impressions.

The campaign also highlights research supporting Systembolaget’s restrictive model. According to the WHO, countries with alcohol retail monopolies have lower consumption and fewer alcohol-related harms than those with privatized sales. This confirms what Systembolaget often emphasizes: selling less is a win for public health. Despite being “the worst seller ever,” as the campaign playfully puts it, the model shows that doing less can sometimes achieve more.

Systembolaget’s commitment to quality also sets it apart. Every year, 66,000 drinks are tested in its laboratory to ensure they meet strict legal and safety standards. From checking alcohol content to monitoring sulphur dioxide and sugar levels, these tests are key to maintaining trust in the products. Combined with high customer satisfaction with digital services—where the score was 80.1 in 2024—it’s clear that Systembolaget’s serious approach is both effective and appreciated.

Find more from Systembolaget (Sweden, May 2025)