Finland's alcohol legislation entered into a new phase on 3 July 2026, creating significant new opportunities for beverage producers, online retailers, logistics providers and other companies operating across Europe.
The reform clarifies cross-border distance sales, enables alcohol home deliveries under the new regulatory framework and allows online marketing of spirits in accordance with the updated legislation.
At the same time, the market for alcohol-free beverages is expanding rapidly, with consumers increasingly looking for reliable information about products, producers, food pairings, sustainability and different purchasing options.
DrinkData believes these developments create growing demand for knowledgeable and responsible content creators covering both alcoholic and non-alcoholic beverages.
To support this development, DrinkData and JuomaInfo have published the JuomaInfo Academy – Professional Beverage Industry Influencer Handbook.
Rather than being a traditional social media guide, the handbook is designed to help creators build long-term expertise, professional credibility and sustainable partnerships throughout the beverage industry.
Why now?
The Finnish beverage market is changing rapidly.
Consumers will soon have access to new purchasing models, new online retailers and new delivery services. At the same time, the selection of alcohol-free beverages continues to grow, creating new opportunities for specialist content and consumer education.
Beverage companies increasingly need trusted partners who understand both the market and the regulatory environment and who can communicate responsibly about alcoholic as well as non-alcoholic beverages.
JuomaInfo Academy aims to help build that expertise.
Our long-term objective is to help educate hundreds of new professional beverage industry influencers in Finland, creating a network of trusted specialists who can support beverage businesses across Europe.
The first edition is available in Finnish
The first edition of the JuomaInfo Academy – Professional Beverage Industry Influencer Handbook has been published in Finnish and is primarily intended for influencers and content creators working in the Finnish market.
An English-language edition is currently in preparation and will be published at a later stage to support international beverage companies, content creators and partners interested in the Finnish market.
What does the handbook cover?
The handbook includes practical guidance on:
- building a professional expert brand
- responsible beverage communication
- Finnish alcohol marketing regulations
- commercial partnerships
- pricing influencer services
- search engine optimisation (SEO)
- AI-assisted content creation
- LinkedIn for international networking
- developing a professional website
- practical templates, checklists and planning tools.
Although the handbook explains the legal framework for alcohol marketing in Finland, its principles apply much more broadly to the entire beverage sector, including wines, beers, spirits, alcohol-free beverages, coffee, tea, soft drinks and other beverage-related products.
Part of a broader ecosystem
The handbook forms part of the broader JuomaInfo Academy programme, which also includes:
- a free introductory guide
- educational resources
- practical tools and templates
- future collaboration opportunities between influencers and beverage companies.
By combining education, responsible communication and practical business skills, DrinkData aims to support the development of a new generation of beverage industry influencers in Finland.
Looking ahead
We believe that tomorrow's successful beverage influencers will be recognised not only by the size of their audience, but above all by their expertise, credibility and ability to create lasting value for both consumers and businesses.
Whether your focus is on wine, beer, spirits, alcohol-free beverages, coffee, tea or other beverage categories, JuomaInfo Academy provides the knowledge and practical tools needed to build a long-term professional career.
The current handbook is available in Finnish.
An English edition will follow as JuomaInfo Academy expands its activities and cooperation with beverage companies and content creators across Europe.
Our goal is to create a common educational platform that supports responsible beverage communication, professional influencer marketing and international cooperation throughout the European beverage industry.
We look forward to helping shape the next generation of beverage industry experts in Finland and to welcoming new international partners as JuomaInfo Academy continues to grow.
DrinkData / BlueBell Markets Ab Ltd
Piitie 1
01510 Vantaa
Finland
www.drinkdata.eu
