Statistics Norway (SSB) reported that in 2011 the turnover for wine was 77 million litres, 4 million litres more than in 2010, an increase of 5.6 percent.

Despite the increase, the figures do not mean that more alcohol is being drunk, though.

The SSB’s Solveig Nygårdseter told Dagsavisen, “beer consumption is down, and wine has increased considerably more than spirits. There is a trend that has been stable since 2001, and probably before that too.”

She added that consumption of wine has been rising steadily since 2002, with an increase of between 1.6 and 2 million litres per year.

Professor Runar Døving believes there are several reasons why more wine is being drunk.

“Firstly, it's about opportunities. We have more leisure, more money and more opportunities to enjoy ourselves. Especially now. Wine is allowed throughout the summer holidays”.

At the same time, the turnover for beer fell by 2.5 million litres in 2010 to 2011, a drop of 1.0 percent.

Moreover, June sales this year were approximately 22 million litres, about one million litres less than the same time in 2011.

“More people travel to Sweden on a shopping trip in bad weather. Alternative sales channels such as Tax Free also take customers away, because several Norwegians are travelling abroad now than last year,” Vinmonopolet communications director Bing Lorentzen explained to NRK.

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