Kivik

Sangria’s evolution in Sweden

Once a niche seasonal drink, sangria has transformed into one of Systembolaget’s fastest-growing wine categories. Between 2022 and 2023, sales more than tripled - a rare surge that signals a major shift in consumer behavior. This isn’t just about warmer weather or Mediterranean nostalgia. Sangria is changing - in flavor, format, and audience.

Why sangria’s surge isn’t just seasonal

The growth isn’t riding on tradition. It’s fueled by three core trends:

• Flavored wine demand Consumers are leaning toward wine-based drinks with added layers - citrus, spice, botanicals. Sangria’s infused profile hits that sweet spot without needing an explanation.
  
  
• The comeback of seasonality After years of evergreen, all-purpose beverages, there’s a return to drinks tied to time and place. Sangria thrives as a summer ritual - linked to picnics, grilling, and social moments that call for something light but festive.
  
  
• Premium splits and smarter formats The category is dividing into two camps: price-sensitive crowd-pleasers and refined, boutique options. Organic ingredients, lower sugar, regional inspirations, and upgraded packaging are helping sangria punch above its weight.

Format is strategy

From PET bottles to boxed wine to glass designed for shelf appeal, packaging isn’t just about looks - it’s about timing, transport, and behavior. A picnic-friendly bottle or a sustainably boxed sangria has a clear use case. Smart brands are leaning into this, not just following trends but shaping them.

Design that does more

Design isn’t decoration - it’s decision-making power. In a crowded retail space, the brands that win are the ones that make the shopper’s choice easier:

Straightforward storytelling: What is it, who’s it for, and why should I care?

Color and visual cues that map to flavor, mood, or moment.

Portable formats that match real-life use: outdoors, group-friendly, shareable.

What this means for brands

Sangria isn’t just a trend. It’s a lens into changing drinking habits - more relaxed, more seasonal, more exploratory. The most successful players will treat it as a category worth building, not just repackaging. That means owning seasonality, investing in product nuance, and thinking long-term about how flavor, form, and design drive discovery.