2023
DOI: 10.1108/jhrm-05-2023-0018
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The role of the state in consumer culture: the case of “Operation Vin” in Sweden

Luigi Servadio,
Jacob Ostberg

Abstract: Purpose This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture. Design/methodology/approach The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past an… Show more

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