Swedish brewer Kopparbergs’ beer brand Sofiero Original has rocketed to the top of the list of best-selling Swedish beers. The brand Sofiero Original was launched just a few months ago. In April, Sofiero Original sold nearly 1.6 million litres at the alcohol monopoly Systembolaget. The number two seller, Carlsberg’s Millennium, sold just over 1.2 million litres.

Part of the reason for the success of Sofiero Original is the pricing, which is very aggressive by Swedish standards. In fact, so aggressive competitors have accused Kopparbergs for cheating by putting beer with less alcohol in the cans. Kopparbergs CEO Peter Bronsman says these allegations are totally untrue, and merely a lousy ambush by envious competitors.

17 May, 2003