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Generations Z and Y are putting "green" wines in their tax-free baskets – Viking Line is investing in a sustainable assortment

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Sustainability is also a growing trend when it comes to choosing wines, especially among young adults. Viking Line’s tax-free shops already offer dozens of sustainable wines, which are identified by the green leaf symbol on the shelf. Sustainable wines are among the most popular products in the shipboard shops.

Wines have become the best-selling product category in Viking Line’s tax-free shops, and the demand for sustainable wines on the Baltic Sea is growing at least as fast.

"Our customers' knowledge about sustainability in wine production has increased enormously over the past 5–10 years. Making sustainable choices is important especially for young adults, that is, Generations Z and Y. They expect a wide assortment of sustainable alternatives from different wine regions, for different grapes and from different brands," says Senior Category Manger Carl Mörn at Viking Line.

The assortment of sustainable wines in Viking Line’s tax-free shops is continuously expanding in its breadth and diversity. Of the 600 wines in the assortment, there are currently some 40 sustainable alternatives. Of these, Mas and Torres wines are the biggest sellers.

The shelves in the tax-free shops are marked with a green leaf symbol for sustainable wines. Next to the symbol is also a QR code linked to the website for each wine or producer, where customers can read more about the origin of the wine and how it is produced.

"In wine production, many different regional and international certificates are used to describe the wine's sustainability, though the general public is not that familiar with them. We want to make it easy to make sustainable choices so we use our own symbol, which indicates that the wine is sustainable. More information about the wine can be found not just by using the QR code but also from our sales staff, who are trained to talk about the origin of the wines and help customers make sustainable wine choices," says Carl Mörn.

Viking Line has sustainable wines in every price class and for all categories of wines. Sustainability has been taken into consideration in the restaurants' wine lists as well as in the tax-free shops.

For further information:

Johanna Boijer-Svahnström, Senior Vice President, Corporate Communications

johanna.boijer@vikingline.com, tel. +358 18 270 00

Christa Grönlund, Press and PR Manager

christa.gronlund@vikingline.com, tel. +358 9 123 51

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"Our customers' knowledge about sustainability in wine production has increased enormously over the past 5–10 years. Making sustainable choices is important especially for young adults, that is, Generations Z and Y. They expect a wide assortment of sustainable alternatives from different wine regions, for different grapes and from different brands."
Carl Mörn, Senior Category Manger at Viking Line
"In wine production, many different regional and international certificates are used to describe the wine's sustainability, though the general public is not that familiar with them. We want to make it easy to make sustainable choices so we use our own symbol, which indicates that the wine is sustainable. More information about the wine can be found not just by using the QR code but also from our sales staff, who are trained to talk about the origin of the wines and help customers make sustainable wine choices."
Carl Mörn, Senior Category Manger at Viking Line