Popularity of wine based and flavored glöggs, the Nordic name for mulled wines, is growing rapidly in Finland. The sales of this category – mainly sold in Alko - have grown at a steady pace for many years. We're talking about a growth of tens of thousands of liters each year.
- You could say that so-called "upgrading" has happened among consumers. Instead of making own blends at home, many consumers are now looking for wine glöggs, explains Altia market analyst Petri Pentikäinen.
Consumers are also interested in different flavors. They like to test new flavors and also enjoy glöggs in different occasions.
- Mulled wine is not anymore a drink for just Christmas Eve but it is enjoyed in various situations during the Christmas season. The development of new glögg flavors has also inspired many to try new combinations of glögg and foods of the season in addition to traditional gingerbread, Pentikäinen continues.
Hand made annual glögg blends require work during the whole year
Annual editions of glöggs, which as a concept originate from Sweden, have established themselves in Finland. The most popular annual glögg in the Nordic markets is Blossa, which is sold in Sweden, Finland, Norway, Denmark and Estonia.
The term annual glögg refers to a new flavored glögg which is developed for each year and sold only during that season. For example, Altia annual Blossa recipe is one of the best kept secrets in the company until the disclosure which usually takes place in early September. Currently Altia product development is already in full speed for developing the Blossa vintage 2015 - although the 2014 vintage is not announced until September 9th.
- With glögg product development only your imagination is the limit. Recipe development requires a lot of creative ideas, experimentation and of course tasting. We do it all by ourselves at Altia. The making of the annual Blossa requires the work of many experts throughout the year, says Nathalie Malledant, brand development manager for Blossa.
Altia's product development team searches inspiration for Blossa vintages from near and far. In 2011, the annual Blossa was flavored by hand-picked coffee beans from El Salvador. In 2012, the flavor was inspired by Far East.
Follow up on this year’s Blossa annual release on Sep 9th at https://www.facebook.com/blossaglogg!