Insights Pricing Strategy Case Study: Edrington & Priceagent

We’ve helped Edrington Stop guessing what whisky drinkers are willing to pay for - in a unique monopoly market.

In Sweden, Systembolaget holds a retail monopoly on all spirits. For global brand owners like Edrington, this creates a unique challenge: without traditional retail levers like price promotions, pricing and positioning are the only ways to win.

We recently partnered with Rozbeh Saberian andteam at Edrington to bring data-driven clarity to their portfolio.

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By using our Priceagent platform, Edrington moved beyond assumptions to uncover the attributes which the Swedish consumer is actually willing to pay for - not only wants to have.

When we partnered with Priceagent, our objective was to strengthen how we approach pricing and positioning for our whisky portfolio on Systembolaget.

What we gained was a much clearer understanding of customers’ willingness to pay and how that should guide our commercial decisions.

Through the analysis, we were able to:

• Quantify willingness to pay across different price levels
• Identify which product attributes customers are actually prepared to pay for
• Understand how demand shifts within the premium segment

These insights led to a strategic recalibration of our portfolio. We adjusted how we:

• Position our brands across price tiers
• Prioritize product and packaging investments
• Align offering with real customer value drivers

Priceagent provided not just data, but decision support grounded in real customer preferences.

The result is a more focused and data-driven approach to the market — with clearer roles for each brand and stronger confidence in our pricing strategy. For companies operating on Systembolaget, where pricing and positioning are critical: Understanding willingness to pay, and acting on it, makes a measurable difference.

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The Priceagent team is as always delighted and proud to see how our Platform continues to impact global brands in a positive manner.