Alko sales drop continues as supermarkets gain ground in Finland. In June 2025, alcohol sales at the state-run retailer fell by 10 percent compared to last year.
Sales at Alko took a major hit in June 2025, dropping by 10 percent compared to the same month last year. The Alko sales drop followed changes in Finland’s alcohol law, which now lets supermarkets sell stronger drinks. Many buyers are shifting their purchases to grocery chains instead of Alko, which operates fewer stores and has shorter opening hours.
The biggest decline was in wine, which fell by 12.5 percent. Spirits were down 8.1 percent. Beer, cider, and mixed drinks dropped 2.6 percent. But one category saw a rise. Non-alcoholic beverages went up by 29.1 percent year over year.
During the first half of 2025, Alko’s total sales were 12 percent lower than in 2024. Services director Jari Hiekkataipale confirmed that the new competition from supermarkets had changed the retail landscape.
Grocery stores in Finland now carry fermented beverages up to 8 percent alcohol. These stores outnumber Alko locations twelve to one. They also stay open longer, including on Sundays. With this much accessibility, it is no surprise that the Alko sales drop is being felt in cities and towns across the country.
Still, not all Alko locations are struggling. Summer cottage regions are seeing a boom in seasonal traffic. In places like South Savo, Southwest Finland, and Päijät-Häme, customer numbers double or even triple during the warmer months. Puumala stands out. Its population triples in summer, and the local Alko store sees twice the traffic compared to winter. In Nagu, transactions typically triple as well. Some towns report that up to half of their yearly sales happen during the summer.
Puumala’s Alko store moved last year to a new lakefront location by Lake Saimaa. The new spot has drawn in both locals and visitors, especially during weekends and holidays.
Alko is responding to changing trends. One area seeing more interest is alcohol-free products. Hiekkataipale noted rising demand for non-alcoholic wines and ready-to-drink mocktails. These items have gained a loyal following among customers who want variety without alcohol.
In response, Alko introduces more than 2,500 new products each year. That includes about 1,300 wines. Seasonal highlights include summer cocktails, lighter wine drinks, and fruit-based liqueurs.
Among the most popular summer items are spritz cocktails. Customers also enjoy drinks like the portonic, a refreshing blend of white port and tonic water. These choices continue to grow in popularity every year.
