From Microbrewery to Fine Wine Partner

Ofrälse was founded in 2015 as a small, quality-obsessed brewery in Skåne by three friends: Adam Östbring, Simon Leppänen and Hampus Tarras-Wahlberg. From day one, our focus has been on craft: careful sourcing, precision in production and respect for flavour and origin.

Over the years we have expanded into imports and today we represent both our own beers and selected producers from around the world. We have sold hundreds of thousands of litres in Sweden – not through mass portfolios, but through carefully chosen partners and long-term relationships. When we work with wine, we bring the same mindset that built our brewery:  • respect for terroir and the producer’s philosophy
attention to detail in every step of the process • transparent, personal communication • We see ourselves as an extension of your cellar in Sweden – not just a name on a label.

Sweden: A Small Country, A Big Buyer

Systembolaget, Sweden’s government monopoly on alcohol sales, is one of the world’s largest buyers of alcoholic beverages, with an annual turnover of around €3.6 billion and roughly 2,400 purchasing tenders every year. For wine producers, a single successful listing can mean: • 8,000 – 100,000 bottles per order • repeated orders over several years • strong visibility in a stable, regulated market. The opportunity is significant – but only if you have a partner who understands how to navigate the tender system, and who is truly motivated to champion your wines.

Why Many Vineyards Struggle in Sweden

Most Swedish importers are built around large portfolios. This sounds attractive, but in practice it often means your wines never truly get a fair chance. 1. Only one offer per importer. When Systembolaget releases a tender – for example, a red wine from Rioja, Piedmont or Burgundy – a typical importer may have 10+ vineyards whose wines fit the specification. Yet each importer is allowed to submit only one offer per tender. 2. Low probability of even being selected. Before your wines can be evaluated by Systembolaget, your importer must first choose which producer to put forward. If there are 10 suitable vineyards in their portfolio, you effectively start with a 10% chance of being chosen. 3. A 1% total chance of winning. Systembolaget usually tastes around 10 different products per tender. Statistically, that gives each wine roughly a 10% chance of winning. Combined with your initial 10% chance of being chosen by your importer, your total chance of success can be as low as 1%. We have spoken to many producers who have given up on Sweden after years of this experience. Not because their wines are not good enough – but because the system was never designed around their interests.

A Focused Portfolio – Minimum 50% Chance to Compete

We deliberately work differently. At Ofrälse, we limit ourselves to a maximum of two producers per region or country for a single beverage category (for example: two vineyards in Piedmont, two in Burgundy, etc.).

This means that for each relevant tender you will typically have at least a 50% chance of being the wine we put forward – dramatically higher than with traditional portfolio-heavy importers. We believe in: • Selective partnerships, not crowded portfolios • Long-term collaboration, not short-term listings • Honest communication about your chances and strategy. Our goal is simple: if we work together, your wines should be actively championed – not just added to a catalogue.

Our Process

Initial conversation You email us at imports@ofralse.com with a short introduction to your estate, key wines and current markets.

Fit & strategy
We review your portfolio, discuss relevant segments in Sweden and estimate which tenders might suit your wines.

Selection & samples
Together we select the cuvées with the strongest potential. We then coordinate samples for upcoming tenders.

Tender submissions
We handle all contact with Systembolaget and submit offers on your behalf.

 

Ready to Explore the Swedish Market?

If you are a quality-focused vineyard looking for a committed, craft-minded partner in Sweden, we would be happy to talk. Send us a short introduction to your estate and wines: imports@ofralse.com We’ll come back with: • an honest assessment of your potential in Sweden • an overview of suitable upcoming tenders • a proposal for how we can put your brand on the map here

The Swedish System

The process to get your beverages sold in Sweden works like this: Tender is release 2. We offer your product 3. We send Systembolaget a sample 4. Blind tasting by Systembolaget

 

 

READY TO EXPORT TO SWEDEN?

Let’s get the conversation started. Simply send us an email to imports@ofralse.com with a short introduction and we will let you know which tenders might suit your beverages. You take the first step, and let us handle the rest.

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