Viking Line's eco-friendly wines in high demand on the Baltic Sea

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Sustainable wine selection gains popularity among younger generations on Viking Line's ships

The younger generations, specifically Generations Z and Y, are showing an increasing interest in eco-friendly wines, and Viking Line is making investments in a sustainable wine selection.

Sustainability is a rising trend in wine choices, particularly among young adults. Viking Line's duty-free stores already offer a wide range of sustainable wines, which can be identified by the green leaf symbol on the shelf. These sustainable wines are some of the most popular products on board. Wines have become the top-selling category in Viking Line's duty-free shops, and the demand for sustainable wines in the Baltic Sea region is growing rapidly.

"Over the past 5-10 years, our customers have significantly increased their knowledge about sustainable wine production. Making sustainable choices is particularly important for younger adults, specifically those from Generations Z and Y. They expect a diverse selection of sustainable options from various wine regions, grape varieties, and brands," explained Carl Mörn, Senior Category Manager at Viking Line.

Viking Line's collection of sustainable wines in its duty-free shops is continuously expanding in terms of variety. Out of the 600 wines in their selection, approximately 40 are sustainable options. Among these, Mas and Torres wines are the top sellers.

In the duty-free shops, shelves are marked with a green leaf symbol to denote sustainable wines. Next to this symbol, there's a QR code linked to the website for each wine or producer. This allows customers to learn more about the wine's origin and how it's produced.

Viking Line offers sustainable wines across various price ranges and wine categories, both in the restaurants' wine lists and in the duty-free shops. Sustainability is a key consideration in their wine offerings.

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