The aim of this Diploma thesis is to create a marketing strategy for a brand of Portugese wines called Wine With Spirit that is entering the Czech market. Firstly it analyzes current situation on the Czech wine market and Portugese wine production. The Company Wine With Spirit and its product range are then introduced as well as its current Portugese and Czech activities. A survey was conducted among chosen target group and its results are shown. In the next section a new marketing strategy is presented including marketing goals, SWOT and PEST analysis and marketing mix with proposed activities for brand support.

Syftet med denna studie var att undersöka vilken betydelse Systembolagets har haft för fem småskaliga vinimportörer i Sverige under coronapandemin. Studien ville även undersöka hur coronapandemin påverkat vinimportörernas försäljning samt vilka lärdomar vinimportörerna tar med sig av coronapandemin i sitt framtida arbete.  Studien genomfördes genom kvalitativ metod i form av semistrukturerade intervjuer med fem småskaliga vinimportörer i Sverige. Syftet med intervjuerna var att lyfta de småskaliga vinimportörernas berättelser om hur de hanterat coronapandemin. Det empiriska materialet analyserades genom tematisk analys och resulterade i två teman – Vinimportörernas föreställning om Systembolaget och Passionen hos vinimportörer.  Resultatet visade att Systembolaget haft en stor betydelse i småskaliga vinimportörers hantering av coronapandemin. Importörerna som aktivt skiftat sin försäljning från restaurang till Systembolaget har kunnat rädda företagens ekonomi trots en kraftig minskad restaurangförsäljning. Vinimportörerna lärdomar av pandemin var en ökad krismedvetenhet, ett värde i att snabbt justera sin affärsmodell och att sprida riskerna i verksamheten. Genom att ha kunskap om processen av vinförsäljning till Systembolaget samt en förmåga att snabbt justera sin försäljning från restaurang till Systembolaget, föreslår studiens författare att småskaliga vinimportörer vara bättre förberedda inför framtida pandemier. / The purpose of this study was to investigate the importance of Systembolaget for five small-scale wine importers in Sweden during the corona pandemic. The study also wanted to examine how the corona pandemic has affected the wine importers sales and their learnings from the corona pandemic.  The study was conducted using a qualitative method in the form of semi-structured interviews with five small-scale wine importers in Sweden. The purpose of the interviews was to highlight the small-scale wine importer’s stories of how they handled the corona pandemic. The empirical data was analyzed through thematic analysis and resulted in two themes – The wine importers perception of Systembolaget and the passion of wine importers.  The results show that Systembolaget had great importance in the small-scale wine importers’ handling of the corona pandemic. The importers who actively shifted their sales from restaurants to Systembolaget had been able to save their companies’ financial results despite a reduction in restaurant sales. The wine importers learnings from the pandemic were an increased crisis awareness, the value of quickly adjusting their business model and spreading the risks in their business. By having knowledge of the process of wine sales to Systembolaget and an ability to quickly adjust their sales from restaurants to Systembolaget, the study’s authors suggest that small-scale wine importers can be better prepared for future pandemics.