Göteborg-based brewery Poppels has lost a legal battle over its marketing practices, with the Swedish Patent and Market Court ruling that images depicting beer alongside food violate the country’s alcohol advertising laws. The decision, handed down on February 20, 2026, reinforces strict regulations on alcohol marketing and has sparked concern within the Swedish brewing industry.
The case stemmed from social media posts made by Poppels in 2022, which featured its beer paired with various food dishes. The Swedish Consumer Agency (KO) argued that these posts contravened the “image rule” within the Alcohol Act, prohibiting the depiction of alcohol in conjunction with food. Poppels initially appealed to the Patent and Market Court, which in 2024 sided with the KO on seven out of eight points. Both parties subsequently appealed that decision.
The Patent and Market Over Court ultimately upheld the lower court’s ruling, and even broadened its scope. According to Nyheter24, the court determined that even an image previously deemed acceptable – showing a barrel-aged beer on a barrel – was in violation of the image rule. “They are changing their assessment that it is reasonable to show a barrel-aged beer on a beer barrel,” said Mattias Grundström, an industry observer.
The “image rule” stipulates that depictions in alcohol advertising can only include the product itself and the raw materials used in its production. This ruling presents significant challenges for Swedish breweries seeking to engage in broader marketing campaigns. Sveriges Bryggerier, the Swedish Brewers’ Association, expressed disappointment with the decision, stating that it “makes it extremely difficult for Swedish companies to grow abroad.”
Magnus Pettersson Otterberg, Market and Business Development Manager at Poppels, voiced his frustration with the ruling, stating, “We at Poppels have difficulty seeing how one should do right as a company when authorities and the court choose to interpret the law in a way where those who accept responsibility are punished.” Göteborgs-Posten reported that Poppels now faces a potential fine of 500,000 Swedish krona if it fails to comply with the court’s order.
The decision underscores the stringent regulatory environment surrounding alcohol advertising in Sweden, and raises questions about the future of marketing strategies for the country’s brewing industry. Sveriges Bryggerier characterized the ruling as a penalty for responsible marketing practices, arguing that it effectively prohibits any communication that doesn’t solely focus on alcohol and its consumption.
