It was in October 1955 that Systembolaget opened its doors for the first time.
Systembolaget’s staff love it when you do it in the store
Now you can go into any system store and shop, without formalities and checks. The only requirement for you is that you must be 21 years of age.
Strong beer, which previously could only be bought at Apoteket, can now be bought in Systembolaget’s stores. Which was big for all beer drinkers in Sweden.
Many have seen the system company’s logo. Image source: Henrik Isaksson/TT
At first the Swedes were very happy with the spirit. The high alcohol sales led to a shock increase in the price of the alcohol and at the same time a campaign was started with the aim that the customer would rather buy wine or other drinks with a lower alcohol content.
This is how Systembolaget decorates its stores – to deceive you as a customer
And it all worked brilliantly.
Sales of spirits decreased by 13 million liters and wine increased by 6.5 million litres. More and more customers choose wine instead of spirits.
That is why Systembolaget’s sign looks the way it does
Many of us have at some point in our lives passed a Systembolaget sign and thought about why the sign actually looks the way it does.
Systembolaget’s unknown list of demands on its employees
What does the yellow and green color have to do with alcohol? And why have you chosen the font the sign has?
Yes. It was in 1968 that Systembolaget’s logo was completed.
“According to Systembolaget, the green color should symbolize the grape, while the yellow color is chosen as ‘a clear and well-functioning complementary color,'” says Teodor Almqvist, press officer at Systembolaget.
Why they chose the font that they did is still unclear.
Systembolaget’s new major change – how customers are affected