Liz Schoen Consulting in collaboration with Fowles

In 2022, Fowles Wines engaged Liz Schoen to enhance their presence in the Nordic wine markets, specifically in Norway, Sweden, and Finland. The partnership with Liz offers access to her extensive network, fast access to tenders across all markets, tips and tricks on how to approach each tender, and comprehensive support throughout the tender process. Drawing from her 15 years of experience in these markets, Liz provided invaluable guidance that allowed Fowles to navigate and capitalise on new opportunities. A significant step in this collaboration occurred when Systembolaget, the Swedish alcohol monopoly, released a tender for a sparkling rosé in a can. Fowles quickly adapted their established Ginger Prince Rosé from a bottled format to meet the tender requirements. In December 2022, the Ginger Prince Rosé won the tender, marking a major milestone for the brand. Following this success, Systembolaget released another tender in early 2024 for a sparkling white wine in a can. Fowles expanded their product range to meet this new demand, successfully winning the tender and shipping the first cans by March 2024. A few months later, a third tender was released, this time for a sparkling Moscato in a can, prompting Fowles to develop a new addition to the Ginger Prince range. This swift innovation led to yet another tender win, creating a trio of Ginger Prince canned wines—Rosé, sparkling white, and Moscato—now available on Systembolaget shelves. Winning three consecutive tenders is a rare and significant achievement. Today, the Ginger Prince Rosé and White are available in 300+ Systembolaget stores across Sweden, with the Ginger Prince Moscato shipment expected to arrive before Christmas. Systembolaget is a state-owned enterprise that maintains a monopoly on alcohol retail in Sweden. It plays a critical role in promoting responsible drinking while ensuring a wide selection of alcohol products for consumers. Winning tenders from Systembolaget is highly competitive and provides producers with access to a vast network of stores and a broad consumer base across Sweden. Fowles’ success with their Ginger Prince wines highlights their adaptability and understanding of the Scandinavian market's unique demands. The Ginger Prince design, created by Fowles' owners Matt and Luise Fowles, features a distinctive Viking prince at its centre, along with bold, coloured backgrounds for each label. These colours were selected to make the products stand out in the retail environment,