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Guest writer: Jonathan Gharbi de Maré
There is a lot happening on the fair front in Stockholm but also around Sweden. Here is a review of three fairs in Stockholm from autumn 2024, which you can also visit in the coming years. There is great interest in drinks and we Swedes increasingly prefer locally produced and small-scale when it comes to both food and drink.
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ShareMost people have heard of beverage fairs, mainly beer but also wine, but nowadays there are a large number of Swedish producers of gin and whisky, for example. Nowadays, there are always a number of gin distilleries on site at most fairs and it feels like almost every year new brands and producers pop up.
The now defunct Mackmyra whisky was an early pioneer of Swedish whisky and there are now a handful of distilleries. There are nearly 200 wineries in Sweden, most of them down in Skåne, but many of them like to turn up at fairs.
Here we review three beverage fairs from autumn 2024 in Stockholm, and in addition to these The drinks fair in the Annex, by the Globe, in November.
Stockholm Beer and Whisky, Nacka Strand (September)
For 30 years, Stockholm Beer & Whisky has attracted beer enthusiasts to Nacka Strand and has been the beer festival of major proportions to which you are referred if you live in the Stockholm region. The fair has grown and often has foreign breweries on site along with some Swedish ones. There are around 400 breweries in Sweden, ranging from small one-man companies to the larger ones that you find in most systembolaget.
A lot of people like both whisky and beer, so that fair has been perfect. Foreign breweries have had a strong representation there and American beer in particular has been very well represented in recent years.
Several American breweries have invested heavily in the fair, with their own bars and big-name breweries on site. You can also book smaller tastings led by various profiles in the industry. Around a hundred exhibitors were present in 2024 and there will probably be as many in 2025.
Stockholm Beer & Spirits, Stockholm Waterfront (October)
Interest in beer has declined as the economy has become more difficult, and I guess it's the general interest that has declined a bit. They have tried to make some changes and try to get the later generations interested in good beer. A famous slogan many people use is - drink better, not more.
Craft beer is of course a little more expensive but many brewers hope that people will buy one of their flavoursome beers rather than a watery lager from one of the macro-breweries. The organisation Svenska ölfrämjandet has been struggling for a long time to try to raise the profile of local breweries and increase interest in craft beer. The Swedish Independent Brewers are also fighting for the same goal and they were well represented at the 2024 fair.
Going to beer tastings has sometimes felt rather old-fashioned, and you can see why your friends might prefer to go to a wine fair. Maybe it's not just because it doesn't feel so festive when the majority of visitors walk around with a boring shirt tucked into their jeans. There may not be much glamour around beer, but at the new fair it feels a bit more glamorous and festive when beer is mixed with gin and other drinks.
The new fair has been welcomed with open arms as it has attracted a slightly different crowd than the classic beer enthusiasts. It's surprising how many Swedish gin producers there are nowadays, and many have distilled gin with really interesting flavours. Both exhibitors and visitors have praised the fair, both for its focus on smaller breweries and for the pleasant atmosphere with a mixed clientele.
The premises are airy and modern, which contributes to a great feeling. Stockholm Waterfront is located right by the central station and has plenty of space and a lovely setting. This was the second year the fair took place and it is already booked to return in October 2025.
The entrepreneur behind Stockholm's new fair is Stanley Wong, known for his fairs focusing on beverages. His company Svenska dryckesmässor is behind Göteborg vin & deli, sparkling & wine Malmö and dryck & destillat Norrköping and others. In total, they are planning 16 fairs in 2025. They are located in several places in the country so check if they come to your city.
Sthlm Food & Wine and Bak & Choklad, Älvsjömässan (November)
If you love champagne, wine, chocolate and food competitions, this is the perfect fair. The range of chocolate is huge and you can find everything from pralines to pastries with chocolate originating from all sorts of countries. There was a lot of chocolate 2024 and sweets which is a good start to the day. Food trucks are located inside the fair.
This year, of course, the large collection of exhibitors from Champagne was absolutely brilliant. There were also some unexpected features such as the wine and beer exhibitors from Ukraine and Moldova. Moldova is one of the ten largest wine producers in Europe and there are several Moldovan wines sold in Sweden through High Coast Wine, which also organises wine tours there. Moldavian rose bubbles were really good.
The Mack-SM was a fun competition where many could find inspiration for the old classic, perhaps not with cheese and ham but with a little more finesse than that.
It's fair to say that the drinks industry is on the move and, as a reporter for a beer magazine, it is of course sad on the one hand that interest in beer has declined, but it is also very pleasing that so many other drinks are beginning to take their place.
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Jonathan Gharbi De Maré
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