In Wine We Trust - A case study of trust and sustainability at Swedish alcohol retail monopoly Systembolaget

Abstract

Trust is an important factor for increasing sustainable wine consumption. While focus often is put on consumer-trust, it is also useful to consider trust throughout all steps and relationships in the supply chain. Therefore, this study will take on a stakeholder perspective to gain a broader perspective on trust as a way to positively influence sustainability in the highly regulated wine industry. This thesis aims to explore how Systembolaget, Swedish alcohol retail monopoly, strategically works with trust in relationships with stakeholders with a focus on stakeholder theory and institutional trust. Furthermore, how trust affects sustainability will be addressed. To answer the question, a case study with six interviews were performed with people from different backgrounds and roles at Systembolaget. The findings in the paper propose that an internal belief in the mission and taking responsibility is important to create and maintain trust as well as honest and transparent communication. Further, regulations affect their possibilities to manage relationships in several ways, which Systembolaget tries to use to their advantage in trust building situations. Moreover, trust in Systembolaget could possibly encourage sustainability among stakeholders in the wine industry.