In a move that promises to strengthen rural tourism and local value chains, Sweden’s parliament approved a regulation on 23 April 2025 allowing small-scale producers to sell alcoholic beverages directly to visitors from their farms or production sites. The law sets specific conditions: the beverages must be produced by independent and small-scale producers, sales are only permitted during visits in which the visitor participates in an educational activity organised by the producer, and quantities per visit are limited (0.7 litres of spirits, 3 litres of wine, 3 litres of strong beer or 3 litres of other fermented beverages). The restrictions will apply for a six-year trial period starting 1 June 2025. (The primary document is in Swedish: https://www.riksdagen.se/sv/dokument-och-lagar/dokument/betankande/battre-forutsattningar-for-besoksnaringen-i-fraga_hc01sou24/)

The reform is of particular interest to rural tourism operators and destinations across Europe. By allowing producers to combine on-site visitor experiences with direct sales, it opens opportunities for farm-based tours, tastings and product purchases—creating richer visitor offerings, extending stays and supporting local economies. Destinations can draw inspiration from this model to develop food-and-drink tourism tied to local production, heritage and landscape.

Industry stakeholders involved in the BASCIL project across the Baltic Sea Region have already welcomed the Swedish change. During a study visit to Denmark, Swedish companies participating in the BASCIL project observed small-scale farm-based beverage sales in operation, including breweries and whisky producers that combine visitor engagement with direct sales. They identified the Swedish regulation as a timely enabling factor for similar offers at home. The BASCIL website reports that participating companies value the reform for enabling deeper visitor experiences and enhanced business opportunities rooted in local production and authenticity. Read more here: https://interreg-baltic.eu/project-posts/bascil/small-scale-farm-sales-of-alcoholic-beverages-as-early-as-this-summer/ 

For European destinations seeking to develop rural food and drink tourism, the Swedish legislative shift provides a practical precedent. It shows how policy, production and visitor services can converge to generate innovative tourism offers that benefit both hosts and visitors alike.

#Culinary tourism #Culinary travel #Destination management #Tourism development