This post is an informative journalistic coverage of a PR event with editorial & reportage elements that do not aim to promote any business, organisation, product or service.
Today - on the day of publication- I'm a member of Ruokatoimittajat ry (Finnish Food Writers' Association) and attended this PR event as a food writer (not as an influencer).
13 June 2024 - Helsinki, finland
Until 10 June 2024, Finland’s Alcohol Act allowed grocery stores to sell beverages produced by fermentation up to 5.5% ABV. Followed by an amendment to the legislation on Monday, the maximum allowed alcohol content for beverages sold in grocery stores has been raised to 8.0% ABV. As these changes has come to effect, SOK invited me to learn more about the new options this update will provide to both the consumer and the retailer.
If a beverage is made via the alcoholic fermentation of grape juice and has an alcohol content of 8% ABV or more, we are talking about 'wine'. Similar, low and non-alcoholic products are so-called 'wine-based drinks' alongside with a more specific indicator name related to their manufacturing process. Now more than 200 wines and other new drinks can be found in S-group's supermarkets in addition to the previously available mild, low-alcohol and non-alcoholic beverages.
The tasting event took place at Sokos Hotel Vaakuna's 10. Kerros Restaurant. In addition to enjoying the exceptional panorama, I had the opportunity to taste 8 different wines that have been picked from the selection of the S-group supermarkets with the guidance of award-winning sommelier, Samuil Angelov. The wine expert also mentioned, that as more and more people are leading a conscious lifestyle, their transformation of habits also affect their relationship with alcohol. Beverages within the 0-8% ABV threshold may fit to new trends - such as the 'Sober Curious' movement and other hangover-free way of living- better.
Executive chef, Mikko Leppänen and the culinary team of the 10. Kerros Restaurant prepared delicious tasting bites that harmoniously accompanied the wine selection. While enjoying the symphony of flavours, I listened to the insightful speeches of S-group representatives':
- Sampo Päällysaho, SVP of Groceries, covered how consumers are expected combine their food & beverages in this new era to Finnish retail;
- SVP of Category Management and Procurement, Antti Oksa, and Category Manager, Matti Mönkkönen I shared how the wine procurement process has been managed;
- S-Test Kitchen Manager, Anne Ponkkonen explained the wine selection and quality.
Maybe it is not the first thing that comes to one's mind, but introducing a brand new product category to retail stores requires complex assessment, coordinated planning and synchronised logistics. The Parliament voted in favour for the legislative amendment on 5 June 2024, but regardless of the short notice, 1000+ S-group stores were prepared to start offering their extended alcoholic beverage selection.
The renewed beverage departments' selection has been tailored to the Finnish taste, and suitable for all budgets with both high-quality and inexpensive options. The shelves are now stocking white, red, rosé and sparkling wines, new beers and other beverages permitted by the law reform. S-group's customers can find helpful guidance in-store about how to pair these novelties with their favourite dishes and certain ingredients. From now on, Finns has the opportunity to source many (if not all) items on their shopping lists during a single store visit.
The 8 wines presented at today's tasting event in te order of tasting, with my favourites in bold:
- ILO Brut - for a festive toast
- Neiss Pink Riesling - for a summer BBQ
- Setenkostas - for a vegetarian feast
- Moselland Riesling Kabinett 2022 - for the Midsummer party
- Chill Out Merlot Chile - for Sangria
- Espiritu de Chile - to accompany Tapas
- Michel Schneider Silvaner Eiswein - to accompany the cheeseboard
- Gancia Asti - for a romantic dinner
The retail price of the bottles in this selection is between €7.39 - €17.95 today (as per s-kaupat.fi)
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Photo by © Reka Csulak - Three Pod Studio
Thanks so much to SOK and Aino Sten, Communications Manager, for inviting me to this event. I also appreciate the opportunity to be part of a wonderful conversation around this important topic today in the company of experts. You can read SOK's related press release here + see more insights on my Instagram.
DISCLOSURE
The organiser has not set any special criteria and has not initiated any financial/alternative compensation that would require the creation of any written or visual content related to this PR event nor the promotion of any products/services in exchange for attendance - but I decided to share my experience anyway as I think you'd enjoy exclusive insights from my recent gastro adventure. Any PR products/services/raffle prizes handed out by the organisers, other participants or exhibitors (if applicable) were not a form of compensation, nor part of an exchange agreement.
❗️Remember to drink responsibly, and that you must be over the minimum legal drinking age of your country. ❗️
