English
Apricot is one of the top importers and agents of wine and other alcoholic beverages in Sweden and the surrounding Northern European countries. The company was initially founded in 1983 but has been in its current shape since April 2005. We are already among the biggest importers in Sweden and are growing rapidly in Finland. The key factors behind our success are well-trained staff with deep knowledge of the market with all its parameters, consumer behaviour as well as wine and FMCG’s. We have a very competitive process in preparing our offers to the market and present mainly products we know have big possibilities of becoming successes in our markets. Knowing how to make consumers in the Northern European Countries loyal to our Brands is our backyard.
Apricot AB was initially founded in Sweden already in 1983 by Jean-Niklas Palm-Jensen. When Niklas resigned from his director’s position at Vin & Sprit, he turned his private company into a wine importing and marketing business. Apricot AB has supplied wines and alcoholic beverages to Systembolaget, the Swedish on-trade and border trade since April 2005.
Per Monnberg was working with Southcorp Wines in 2001 when he connected with Niklas, who then was Brand Director of Penfolds Wines at V&S. After Niklas’ move to develop Apricot’s wine business, the idea of a partnership was first discussed. Due to Per’s other engagements for a
Apricot is a well experienced company, with a long history of working with the Swedish and Finnish monopolies, Systembolaget and Alko. In the last 15 years, Apricot has successfully driven sales and built strong brands, generating some of the best-selling products in the volume segment.
Why “Apricot”?
Growing up in Sweden, with a French background, Managing Director Jean-Niklas Palm-Jensen, used to visit his French family every summer, in the beautiful countryside of Perpignan, in South France. At that time of the year, everyone would help with the apricot harvest. Jean-Niklas decided to associate these good memories with the company and founded “Apricot”.