Nordic wine and spirits business Anora Group is launching a range of lower-strength wines in Finland’s grocery stores to take advantage of new sales rules.

Last week, the Finnish parliament voted to raise the maximum alcohol content limit for drinks sold in supermarkets from 5.5% to 8% abv.

Anora Group has moved to line up the launch of 8% abv wine products. The range includes the company’s own brands such as Chill Out, as well as brands it distributes locally, including Treasury Wine Estates’ Lindeman’s.

“This launch expands the variety of wine products with a lower alcohol content for consumers with the potential of attracting new audiences to enjoy the world of wines,” Kati Nyqvist-Pakarinen, the head of Anora Group's Finnish wine division, said.

“Low-alcohol wines are generally more fresh and more approachable, lowering the threshold for trying new and different styles of wines.”

Finland, like other Nordic countries, has an alcohol monopoly system. In Finland, that has meant Alko, the country’s state-owned monopoly system, has been tasked with the sale of beverages containing more than 4.7% abv.

The legislative amendment to the country’s laws comes into effect today (10 June).

The changes will not apply to RTDs, long drinks and other mixed alcoholic drinks, which will continue to be capped at 5.5% abv. The only exception has been locally made beverages, which can be sold by producers up to a maximum abv of 13%.

In the first quarter of the year, Anora Group saw its net sales fall 7.9% to €146.9m ($157.7m). EBITDA was €7.8m, up 12.9%.

At the start of the year, the company said it would cut around 40 positions in a bid to generate savings of €3-4m ($3.3-4.3m).

Anora Group’s spirits portfolio includes Koskenkorva vodka. It also distributes brands such as Jose Cuervo Tequila and Jack Daniel’s.

Last month, the company bought glögg brand Blomberg from Nordic food-and-drinks group Orkla.