DrinkData will launch the first phase of JuomaInfo, its new Finnish consumer beverage information service, by the end of September 2026. At the same time, we are preparing the commercial, compliance and logistics infrastructure required for Finland’s rapidly changing beverage market in 2027.
Finland is entering a new era in beverage retail.
The recent reform of the Finnish Alcohol Act has established a clear framework for cross-border distance sales of alcoholic beverages to Finnish consumers. The next major milestone will arrive in January 2027, when the new alcohol delivery permit and delivery pass system becomes operational.
DrinkData is preparing for this market now.
JuomaInfo – First Phase Launch by the End of September
By the end of September 2026, we will launch the first phase of JuomaInfo.fi, our independent Finnish consumer information service for alcoholic and non-alcoholic beverages.
JuomaInfo is being developed to make it easier for Finnish consumers to discover products, understand their characteristics, compare availability and find relevant purchasing channels.
The service will ultimately cover a broad range of beverage categories, including:
- wines and sparkling wines
- spirits
- beers and ciders
- long drinks
- non-alcoholic wines, beers and sparkling beverages
- mixers and other non-alcoholic beverages
- beverage-related gifts and specialty products.
The September launch represents the first step in a considerably broader development programme. New products, merchants, information services, purchasing channels and comparison features will be introduced progressively as we move towards the beginning of 2027.
Our objective is straightforward: to make JuomaInfo one of Finland’s leading independent sources of beverage information and product discovery.
European Retailers Are Preparing for Finland
DrinkData is simultaneously working with European beverage retailers, producers, wholesalers and other partners interested in the opportunities created by the Finnish market reform.
For European merchants, Finland represents an attractive but highly regulated market.
Successful market entry requires much more than simply making products available online. Retailers must understand Finnish requirements concerning alcohol taxation, VAT, distance selling, consumer information, age verification and the delivery of alcoholic beverages.
DrinkData is developing an ecosystem designed to make this market entry considerably easier.
Through DrinkData and JuomaInfo, international merchants will be able to combine regulatory market-entry support with local product visibility, consumer information, affiliate marketing, localisation and, where appropriate, new retail partnership models.
Tax Compliance Must Be Part of a Sustainable Market
Finland is also preparing further changes to alcohol taxation.
The Ministry of Finance has proposed an additional increase in alcohol excise duties from the beginning of 2027. Under the proposal, the increase would average approximately 4.5% for the affected beverage categories and would primarily concern beverages containing more than 5.5% alcohol by volume.
Whatever the final tax levels, DrinkData believes that the long-term development of cross-border alcohol e-commerce requires a level playing field.
Our position is clear: alcohol sold through cross-border distance sales to Finnish consumers must be handled in accordance with Finnish legislation, and the applicable Finnish taxes must be properly declared and paid in Finland.
We will actively support European merchants in understanding and meeting these obligations.
This is important not only from a regulatory perspective. Proper tax compliance is essential for building consumer confidence and creating fair competition between Finnish retailers and responsible European distance sellers.
DrinkData is therefore developing its market-entry services together with Finnish compliance partners so that foreign retailers can establish their operations in Finland correctly from the outset.
Building a Nationwide Delivery Network
Taxation and regulatory compliance are only part of the equation. Alcohol also needs to reach the consumer safely, efficiently and in accordance with the new legislation.
DrinkData is therefore working with its logistics partners to develop a nationwide delivery network covering Finland.
Our objective is to have the required logistics infrastructure ready when Finland's new alcohol delivery permit and delivery pass system becomes operational in January 2027.
The new framework places particular emphasis on responsible delivery, including identification and age verification at the point where alcoholic beverages are handed over to the recipient.
We believe this creates an opportunity to build a modern delivery ecosystem specifically designed around the requirements of regulated beverage e-commerce.
The network is being planned to support both international distance sellers and the new retail models that are currently being developed for the Finnish market.
Alcoholic and Non-Alcoholic Beverages Are Both Part of the Future
Another important change is taking place in consumer behaviour.
The Finnish beverage market is no longer developing simply along the traditional division between beer, wine and spirits. Non-alcoholic and low-alcohol products are becoming increasingly important, while consumers are simultaneously gaining access to a much broader international selection through digital commerce.
JuomaInfo is being built for this new market.
We believe consumers increasingly want to compare beverages across categories, discover new producers and brands, understand where products are available and choose the purchasing channel that best suits them.
This applies equally to a French wine, a German craft beer, an Italian aperitivo, a premium non-alcoholic sparkling wine or a new Nordic beverage brand.
September Is Only the Beginning
The first JuomaInfo launch at the end of September will therefore be an important milestone – but it is only the beginning.
During the remainder of 2026, DrinkData will continue to:
- onboard European merchants and beverage partners;
- expand the JuomaInfo product and merchant database;
- develop performance-based affiliate marketing;
- build Finnish-language content and localisation services;
- develop new retail and white-label partnership models;
- support merchants with Finnish tax and regulatory readiness; and
- prepare the nationwide logistics infrastructure required for the new delivery framework.
Our target is to enter January 2027 with the key elements of the ecosystem already in place.
Finland's beverage market is changing rapidly. We believe the winners will be those merchants, producers and service providers that begin preparing before the new market structures are fully established.
DrinkData and JuomaInfo intend to be ready from day one.
European beverage retailers, producers, wholesalers, logistics companies and other potential partners interested in the Finnish and wider Nordic market are welcome to contact us.
DrinkData – Building the infrastructure for the next generation of Nordic beverage commerce.
DrinkData / BlueBell Markets Ab Ltd
Piitie 1
01510 Vantaa
Finland
www.drinkdata.eu
