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190 CHAPTER 8 ■ Establishing a Healthy Drinking Culture

65
Keep the 62
monopoly 69
65
62
68
The public everyone
31 The public men
Not keep the 35
27 The public women
monopoly
33 Customers everyone
36
30 Customers men
4 Customers women
3
4
No opinion
2
2
3
0 10 20 30 40 50 60 70
%
FIGURE 8-6 OPI November 2007, the Public and Customers
Data from SIFO Research International, Opinion measurement November 2007 for
Systembolaget

than noncustomers (45%). The older (age 60 and above) were more negative
(26%) in comparison to other age groups.

The Campaign Outcomes
In October 2007, the OPI (public opinion index) was 58% (people positive
about maintaining the alcohol monopoly). After the campaign a public opin-
5
ion survey was made with a national random sample of 1,500 individuals. The
results are presented in Figure 8-6.
The results show that both 65% of the public and 65% of the customers
wanted to keep the alcohol monopoly. Again, female customers appear to be
more positive than the male customers. The number of people positive to the al-
cohol monopoly has increased from 57% in December 2002 to 65% in
November 2007. In other words, the campaign goals have been exceeded. The
number of people negative toward Systembolaget has decreased from 37% to

5 The exact question asked was, “Do you think one should keep Systembolaget and the alcohol mo-
nopoly for sales of strong beer, wine, and strong liquor, or do you want strong beer, wine, and
strong liquor to be sold in other stores?”