Sweden can become a new wine destination

Swedish wine production is on the rise, along with a growing interest in wine tourism. In a new research project involving a team of researchers from Jönköping University (JU), Stockholm University and Lund University, researchers will examine how Sweden can develop into an attractive wine destination and what role vineyards can play in the future tourism industry.

The conditions for wine cultivation in Sweden are changing rapidly. The climate is shifting, technology is advancing, and interest in local and sustainable food production is increasing and opening up new opportunities in parts of the country.

“There has been a lack of research on Sweden as a wine country, despite the rapid development in recent years,” says Luigi Servadio, Associate Professor of Business Administration at Jönköping International Business School at JU, and one of the researchers leading the study on Sweden as a wine destination.

From niche to growing tourism attraction

Today, Sweden is often associated with nature, design, and culinary classics such as cinnamon buns and “smörgåsbord”, but the researchers believe this image may be about to change. In the new project, they will explore how Swedish vineyards develop competitive and sustainable visitor experiences and how they can help position Sweden as an innovative tourist destination for wine and gastronomy.

The role of vineyards in the local tourism ecosystem is also in focus. They are not only producers, but also meeting places where nature, culture, and gastronomy are woven together into a holistic experience.

“What used to be a small phenomenon now has the potential to become an important part of regional business development. Interest in wine-related experiences is growing, particularly within the tourism industry,” says Luigi Servadio.

An important change is the new reform on farm sales of alcoholic beverages. It allows small-scale producers to sell directly to consumers in connection with activities such as guided tours or wine tastings. This means that the visit itself becomes a central part of the offering, and that new destinations and attractive locations can emerge.

Studying Swedish vineyards with different profiles

In the project, researchers will study Swedish vineyards with varying orientations, sizes, and levels of maturity. These are located in Blekinge, Gotland, Halland, Skåne, Öland, and Östergötland. During the summer and early autumn, site visits and interviews will be conducted with winemakers and those responsible for visitor operations. During the off-season, the study will expand to include businesses in food and beverage, destination organizations, and local authorities.

To place the development in a broader perspective, comparative studies will also be carried out in Denmark and southern England—regions where wine production is already established and has begun to be marketed internationally.

“We aim to create a knowledge base that companies, destination organizations, and policymakers can use to develop Sweden as a wine destination,” says Luigi Servadio.

The plan is for the researchers to develop a framework or guidelines for how wine tourism can be developed sustainably, from national to local levels. This concerns both business development and how different actors can collaborate to strengthen attractiveness.

“In the long term, the results may help reshape the image of Sweden as a tourist destination—from a country primarily associated with nature, design, and traditional food culture to one where wine and gastronomy play an increasingly important role,” says Luigi Servadio.