Finland moves further away from the Nordic alcohol model

These changes continue the trend that has been developing for almost a decade. PopNAD has followed Finland’s gradual liberalisation of alcohol policy in previous articles, for example here and here.

The most visible changes concern alcohol availability. In 2018, Finland increased the maximum alcohol content allowed in grocery stores from 4.7 to 5.5 percent. In 2024, the limit was raised to 8 percent, allowing stronger beers and some wines to be sold in supermarkets. Most recently, in June 2026, Parliament approved further amendments to the Alcohol Act. State retail monopoly Alko stores may now open seven days a week, and home delivery of alcohol will become possible six months after the law came into force. 

But there is more 

The reform goes beyond opening hours and deliveries. It also clarifies rules for cross-border distance sales, making it easier for Finnish consumers to purchase alcohol from sellers in other EU and EEA countries. In addition, Finnish producers are now allowed, under certain restrictions, to market spirits through their websites and social media channels. 

Taken together, the reforms mean that alcohol can be purchased through more channels and more easily than before. Supporters argue that the changes modernise Finland’s alcohol policy, expand consumer choice and bring the country closer to practices found elsewhere in Europe. 

A different Nordic path 

The reforms highlight a growing divergence within the Nordic region. While Alko remains in place, Finland is gradually reshaping the monopoly model that has long characterised Nordic alcohol policy. 

Among public health researchers, the debate is not primarily on convenience. Decades of research suggest that availability matters. When alcohol becomes more accessible through longer opening hours, additional sales outlets or lower barriers to purchase, the total consumption tends to increase. This is one reason why many public health organisations, as well as the Finnish Institute for Health and Welfare (THL), opposed the latest reforms. Particular concerns have focused on home delivery, including how effectively delivery services will be able to verify age and refuse delivery to intoxicated individuals. 

Consumption is declining, but harm remains 

The Finnish case is particularly interesting because liberalisation is taking place at a time when alcohol consumption has been declining. 

The total alcohol consumption has fallen substantially since the late 2000s, continuing a trend seen across much of the Nordic region. Younger generations generally drink less than previous generations, and overall consumption levels are considerably lower than they were two decades ago. 

Still, alcohol remains a major public health challenge in Finland. Alcohol-related harm is substantial in the form of diseases, premature mortality, accidents, violence, and social problems. Even though overall consumption has decreased, alcohol still contributes significantly to the burden of ill health and social inequality. 

The consequences also extend beyond drinkers themselves. According to data from THL, approximately 89,000 minors in Finland (8.7% of all children) have had at least one biological parent with a serious substance abuse problem before reaching adulthood. Alcohol-related harm continues to affect families, communities and services throughout the country, costing society as much as a billion euros annually according to estimations by the Finnish Association for Substance Abuse Prevention, EHYT in 2024.

A real-world policy experiment 

The effects of policy changes are rarely immediate or straightforward. Changes in availability interact with broader social trends, economic conditions, and drinking cultures. It is still too early to know what the long-term consequences will be. Changes in alcohol-related harm often take years to appear in health statistics, and the effects of the latest reforms must be carefully monitored. 

So far, the impact of Sunday openings has been limited. Only 35 Alko stores have introduced Sunday opening hours, although the company plans to expand the number of participating stores during the coming months. 

Finland has entered a new phase of alcohol policy. The coming years will show whether the liberal policies can be combined with the traditional Nordic ambition to limit alcohol-related harm, or whether Finland’s increasingly distinct path will come with new public health costs. The Finnish parliament requests that the socioeconomic consequences and welfare policy outcomes of the new Act are monitored and evaluated, and that the government takes actions to correct any harmful development that may occur.  

The article is written by

Mikaela Lindeman, NWC & THL

Sara Illman, NWC

Pia Nevala Westman, NWC