This is a thesis in Media and Communication Studies at the Department of Informatics and Media, Uppsala University; “Systembolaget's marketing - a little clever like that” (Systembolagets marknadsföring - lite fiffig sådär) written by Hanna Bjurenborg and Emma Lundemo Dahlin. This is a qualitative study that examines consumers' experience of Systembolaget's marketing. We have been using two different methods in this thesis. These methods are two focus group discussions and a web survey. We chose to combine our two methods in order to achieve a more valid result. By combining these two we got both a more general result and also a deeper understanding on how our respondents experience Systembolaget’s marketing. The aim of this thesis is to elucidate what the messages are in Systembolaget’s marketing, how these messages are perceived by the consumer and whether consumers feel that Systembolaget's marketing affects their buying habits. We want to investigate whether consumers believe that the selected campaigns in our study contribute to a change in their consumption from their own perspective. Based on the results of the material we collected in this study we see that depending on whether the message in the ad is seen as good or bad can be a result, if the customers thought the message was clear and easy to encode. There is also a clear pattern seen in the study that if the ad generates an emotion it receives more attention than if it is simply informative.