Systembolaget's mission is to inform the public of the risks of alcohol, provide good service but also sell responsibly. This is why Systembolaget needs to think and act differently. What is most important to them is not the products on the store shelves, but all those people on football fields, in kitchens, at work or on park benches. They are someone’s partner, someone’s neighbor or someone’s aunt,

It is out of consideration for all these people that makes Systembolaget act differently.