Inspired by the thread on the state of the American beer scene in 1970s, before the craft beer movement, I thought I would show a few images that can serve to compare and contrast the American situation and the Swedish situation respectively during this time period. A bit of beer history from across the atlantic. Some basic information about the beer market in Sweden at this time is that retail sales of alcohol stronger than 3.5% could only be sold via the monopoly stores instituted in 1955. From 1965-1977 grocery stores were allowed to sell 4.5% beer, where sales are dominated by pale lagers. Swedish lager beers pretty much to a fault would have been adjunct lagers (a situation which would only start to be revised in the 80s and onwards). So here is the list of all of the beers sold via the government monopoly here in 1970: For a better view: http://gjolen.files.wordpress.com/2009/11/starkol-1970.jpg On the left page are the Swedish beers, on the right the imported beers. Alot of the Swedish beers would have been regional brands and so the number of brands would have been much smaller in an individual store. The stores would offer the beers which had a local demand. I count to one ale, Carnegie Export porter, which also distinguishes itself by costing a bit more than the rest of the Swedish beers, which all have remarkably similar prices. 2.10 crowns for a 45cl can, and 1.40 or 1.38 crowns for a 33cl bottle. The rest appear to be pale adjunct lagers ( the word "export" refering to the abv strenght of the beer, above 5%, which was illegal for sale between 1923-1955 and only allowed for export, whilst very little beer was actually ever exported). Among the imported beers I count three ales. Bass, Worthingtons and Guinness Extra Stout. The other imports are pale lagers. On to 1985 (two pages) http://www.anst.uu.se/erikhojd/prislista/30.html http://www.anst.uu.se/erikhojd/prislista/31.html Alot of the regional brands listen in 1970 have disappeared and in their place there's an increased number of beers with English names to them, many of them from the same brewery among the few big ones still left. Instead of the regional or local beers you have attempts at branded beer, insomuch as it is possible in a market where alcohol advertising is heavily restricted. Alot of the regional Swedish brands had been discontinued inbetween 1970-1985 in the continued industry consolidation process and the closing of other breweries (alot of them ran into trouble when the government banned the sale of 4.5% beer in the grocery channel in 1977, some had invested heavily in expanding production to meet demand which was later eliminated). I count to two dark Swedish lagers, one Swedish bock beer and once again Carnegie Porter. Among the imported ales there is once again Bass and Guinness but also McEwans, and an altbier in the form of Diebels alt. And again it is doubtful that all those brands would have been available in every store, so the assortment of beers would have been rather bleak to say the least.