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References 195

QU ESTIONS F OR DISCUS S ION

1. What are the advantages and disadvantages of keeping the Swedish alcohol re-
tail monopoly from the perspective of the consumer and from the perspective
of the Swedish state?
2. Describe the alcohol policy defined by the government in your own country,
and explain if and how regulation is carried out by your government.
3. Apart from governmental regulations, how are alcohol-related problems
handled in your own country? Please give also suggestions for preventive
actions.
4. Underage and young consumers are a group at risk when it comes to alcohol
consumption. Systembolaget has developed bootlegging campaigns to put a
stop to consumption in this group. Please suggest other strategies that may
help prevent underage and young consumers from consuming alcohol.

A C KN O W L ED GMEN T S

The authors wish to thank Per Bergkrantz, former marketing director at
Systembolaget; Fredrik Thor, brand manager at Systembolaget; Maria Hallenborg,
project leader; and Hans Andersson, account manager at Forsman & Bodenfors for
information and accessibility to material for this case.

RE F E RE NCES

Anderson, P., & Baumberg, B. (2006). Alcohol in Europe. UK: Institute of Alcohol Studies). Retrieved
July 28, 2009, from http://ec.europa.eu//health-eu/news_alcoholineurope_en.htm
Central Intelligence Agency (CIA). (2009). The World Factbook—Sweden. Retrieved July 28,
2009, from https://www.cia.gov/library/publications/the-world-factbook /geos/sw.html
Centre for Social Research on Alcohol and Drugs (SoRAD). (2008). Alcohol statistics [Fact
sheet]. Retrieved July 28, 2009, from http://www.sorad.su.se/alcohol_statistics.php
Centre for Social Research on Alcohol and Drugs (SoRAD). (2009). News, the total alcohol con-
sumption in Sweden during 2008 [Fact sheet]. Retrieved July 28, 2009, from http://www
.sorad.su.se/pub/jsp/polopoly.jsp?d=11320&a=57064
European Commission. (2006). Alcohol-related harm in Europe—Key data, October 2006 [Fact
sheet]. European Commission, Health & Consumer Protection, Directorate-General.
Retrieved July 28, 2009, from http://ec.europa.eu/health/ph_determinants/life_style/alcohol/
documents/alcohol_factsheet_en.pdf
Government Offices of Sweden. (2008). Swedish national alcohol policy. Retrieved July 28, 2009,
from http://www.sweden.gov.se/sb/d/2901/a/16516