This spring the whisky loving Swedes launched their best known whisky brand into the historically the largest whisky market in the world. They have started conservatively with in just a few select locations in New York and have taken on a distribution partner Opici Wine Company. However it may be misleading to say that New York is just testing the water as the population of New York is almost the same as Sweden as a whole, so there should be plenty of willing whisky drinkers who want to try something new. Their new partner will help sell this new product to their existing clients and in advanced markets such as the US customers are always looking to find the exotic. When Americans think of Sweden they think cold, snow, ABBA, Bjorn Borg and maybe tall beautiful people however maybe in the future they will be giving the Scots and the Irish a run for their money in the whisky stakes. The Japanese are starting too but they have been trying longer.
Mackmyra single malt whisky has established itself well in Europe and is even to be found in Scotland’s supermarkets and it was started by 8 Swedes on a skiing trip who had each brought a bottle of whisky with them and someone asked the question how do you make it and why isn’t there a Swedish one? They have to be admired for going into the competitive market of Whisky and coming out the other side without losing their shirt.