Our on-trade sales force is a strong sales team that covers the whole of Sweden. Each sales representative has his or her own geographical district. We form a team of over 50 people including key accounts and management.

The sales representatives are experts in the field of beer and beverages. Moreover, they have a true passion for beer, wine and food and an extensive experience from the restaurant trade, which enables business relations with our restaurant customers.

Our work on the restaurant channel

There are around 11,000 restaurants in Sweden licensed to serve alcohol. As one of the two largest suppliers we have a significant share of customers who purchase beer and wine from us on a regular basis. Since Spendrups owns their direct distribution, we have a unique possibility to follow up our sales on the restaurant market. This advantage allows us to monitor what and where we are selling our products.

We update our product range continuously throughout the year with the aim of offering as comprehensive a range as possible. Our extensive assortment catalogue, which we share with the Spring Wine & Spirits, distributes approximately 6000 copies to restaurants, hotels and cafés. In connection with the catalogue we undertake a road show, our own trade fair, where we meet our customers in different cities. During the shows we meet 1500-2000 customers, who have a chance to experience a great part of our beer, wine and spirits selection.