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Thanks to everyone that supports us on our journey! 

/The FORS team

A contract with Systembolaget is a foot in the door of sorts and changed our trajectory drastically, and the adventure has just begun. More people are now joining our small organization to write the next chapter and we have big shoes to fill. Our founding ambition to challenge the status quo and keep pushing for change has finally started to catch on and the best is yet ahead.

In the spring of 2022, FORS launched its second line; an organic, vegan, and gluten-free cocktail tapped in beautiful metal cans. The product turned out to be very appealing to young and aware Swedes. As a result, we won a fixed assortment contract with Systembolaget, the Swedish alcohol monopoly. This made us the 12th company on “the list” alongside Carlsberg, Spendrups, Bacardi, and other behemoths. Just as we were about to put the project on the shelves, the tide switched — a fortunate stroke of serendipity.

Up until the first quarter of 2021, I and my co-founder had steered the business single-handedly and we were doing all right. FORS was the first of its kind in Sweden at the time and it was well-received by experts and customers. But apart from that, we didn’t have much but our determination and naivety to keep us going. We wanted to gear up and chose to reach out to every supportive and deep-pocketed person we knew. The campaign became a game changer and our early investors have been FORS’s greatest supporters ever since.

As Scandinavians, we are very enthusiastic drinkers and also health-conscious; why aren’t hard seltzers a thing here yet? We thought this odd, and we wanted to prove that it is doable to make delicious alcohol better than what is already out there. Soon thereafter FORS — the first Swedish hard seltzer — was born. At that point, we didn’t have a clue about the challenges that lay ahead.