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 and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.

Findings

The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.

Social implications

The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.

Originality/value

This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

中文翻译：

---

国家在消费文化中的作用：以瑞典“Vin行动”为例

目的

本文旨在探讨导致瑞典消费者的酒精偏好从杜松子酒转向葡萄酒的市场动态。具体来说，该研究调查了瑞典政府如何影响消费者的饮酒习惯，并强调了治理单位在塑造消费者文化中的作用。

设计/方法论/途径

该研究重建了“Vin行动”的历史记忆，这是Systembolaget在1957年至1985年间实施的一项战略营销活动，旨在概念化过去并揭示瑞典酒类市场体系的结构和变化动态。采用这种方法，该研究将多个来源的历史数据与以市场为导向的人种学数据进行对比，并追踪瑞典政府举措导致酒精消费发生变化的轨迹。

发现

该研究对营销和消费史文献做出了两项贡献。首先，它揭示了创建营销系统和塑造消费者文化所涉及的行动路线（框架和解决）。其次，探讨了国家如何战略性地利用其社交技能来促进特定类型的酒精消费（葡萄酒），并引导瑞典消费者合作重塑酒精领域。

社会影响

作者希望本文能够提供有价值的见解，说明国家作为治理实体如何通过各种温和和强有力的监管措施的战略组合来塑造消费者文化。作者强调了社交技能在实施新的酒精政策期间促进合作的关键作用。

原创性/价值

本文提供了关于瑞典政府在塑造消费文化中的作用的宝贵见解，并探讨了所涉及的战略行动和营销系统，为营销和消费历史文献做出了贡献。