On 3 July 2026, Finland's new Alcohol Act officially entered into force following approval by Parliament and confirmation by the President of the Republic.
This is the most significant reform of Finland's alcohol legislation in decades and establishes, for the first time, a clear legal framework for cross-border distance sales of alcoholic beverages into Finland.
Although the operational provisions for cross-border distance sales will apply after the six-month transition period, the legislative framework is now complete and market preparations have officially begun.
A New Market of 5.6 Million Consumers
From early 2027, licensed merchants established elsewhere in the European Union will be able to sell alcoholic beverages directly to Finnish consumers under Finland's new distance selling framework.
This creates significant opportunities for:
- wineries
- spirits producers
- breweries
- online retailers
- marketplaces
- logistics companies
- technology providers
- payment service providers.
The Finnish market has traditionally been one of Europe's most regulated alcohol markets. The new legislation fundamentally changes that landscape.
Digital Marketing Rules Have Already Changed
One of the most immediate effects concerns digital marketing.
The revised legislation allows substantially broader online marketing of alcoholic beverages than previously permitted.
This enables producers and retailers to communicate directly with Finnish consumers through digital channels while continuing to comply with Finland's responsible marketing requirements.
For international operators, this means preparations for market entry can begin immediately.
Why This Matters for European Merchants
Entering a new regulated market is often complex.
Merchants need to understand:
- licensing requirements
- excise duties
- VAT obligations
- packaging producer responsibility
- logistics
- consumer protection
- delivery requirements
- marketing compliance.
DrinkData was established to simplify exactly these challenges.
DrinkData – Your Finland Market Entry Partner
DrinkData provides a complete market entry platform for companies planning to sell alcoholic beverages to Finland.
Our services include:
- regulatory guidance
- market intelligence
- product data solutions
- merchant onboarding
- digital visibility
- affiliate marketing
- influencer collaboration
- consumer information through our Finnish service, JuomaInfo.
Our objective is simple:
to make entering the Finnish market easier, faster and fully compliant with Finnish legislation.
The Next Six Months
The transition period before the distance selling provisions become applicable offers an excellent opportunity for preparation.
Merchants can already begin:
- reviewing compliance requirements;
- preparing their product catalogues;
- planning logistics;
- evaluating digital marketing strategies;
- building partnerships in Finland.
Those who prepare early will be well positioned when the new distance selling framework becomes operational.
Looking Ahead
The reform marks the beginning of a more open and competitive Finnish alcohol market.
DrinkData will continue to publish practical guidance, legal updates and market insights for European producers, merchants and service providers throughout the implementation period.
We look forward to working with companies that wish to become part of Finland's new cross-border alcohol market.
DrinkData / BlueBell Markets Ab Ltd
Piitie 1
01510 Vantaa
Finland
www.drinkdata.eu
