FMCG Advisory
Real-world guidance for professionals in beverage, FMCG and regulated markets.
Thirty years of experience inside the Swedish beverage industry, the Systembolaget ecosystem and high-pressure commercial organisations.
Not coaching. Not therapy. Experience.
30+
Years in FMCG & beverage
Systembolaget
Deep ecosystem expertise
Individual & Team
Personal and organisational
Invoice
Company billing, 30-day terms
01 - Who this is for
Built for people who carry real responsibility.
This practice is for professionals and leaders working inside beverage, wine and spirits, FMCG and adjacent regulated industries - people navigating commercial complexity, career decisions and the weight of leadership simultaneously.
Brand Managers
Building and defending brands in competitive, regulated markets.
Product Managers
Managing portfolios, launches and the Systembolaget relationship.
Category Managers
Driving category strategy with limited control and full accountability.
Key Account Managers
Balancing customer relationships, targets and internal pressure.
Marketing Directors
Leading teams, budgets and transformation at pace.
Commercial Directors
Owning revenue, growth and cross-functional alignment.
Future Leaders
Stepping into leadership for the first time and figuring it out.
Entrepreneurs
Building a brand or business in beverage or FMCG from scratch.
02 - What we work on
Business and life are not separate things.
Sessions may cover commercial strategy and industry challenges - or leadership, confidence and what is happening outside the office. Often both at once. That is the point.
Commercial & Industry
- Systembolaget ranking and evaluation models
- Fixed assortment and order assortment strategy
- Portfolio positioning and prioritisation
- Producer and supplier negotiations
- Distribution, availability and channel strategy
- Category development
- Media investments and digital channels
- Commercial priorities and resource allocation
- Cross-functional alignment
- Business development and new market entry
Leadership & Life
- First-time leadership and role transition
- Difficult conversations and conflict
- Career direction and next steps
- Stress, pressure and sustainable performance
- Confidence and executive presence
- Work-life balance and family
- Organisational politics and navigation
- Burnout, recovery and rebuilding
- Life transitions and starting over
- Communication and stakeholder management
03 - Services
Choose the format that fits where you are.
Every engagement is invoiced to your company. Standard 30-day Swedish payment terms. All prices exclude VAT.
Advisory Session
The single session
A focused 90-minute session for one specific challenge. Commercial, career, leadership or life - whatever is most pressing right now.
- -90 minutes via video or in person (Stockholm)
- -Structured agenda set in advance
- -Written summary and key takeaways after the session
- -One follow-up question answered by email within 7 days
4 900 SEK excl. VAT
Monthly Advisory
The ongoing relationship
Two sessions per month with continuity, context and direct access between meetings.
- -2 x 60-minute sessions per month
- -Direct access by email between sessions
- -Session notes and summaries
- -Minimum 3-month engagement
- -Invoiced monthly to your company
9 900 SEK / month excl. VAT
Weekly Sessions
For leaders in transition
Weekly sessions for leaders navigating significant change, high-pressure periods or demanding transitions.
- -4 x 60-minute sessions per month
- -Flexible scheduling week by week
- -Month-to-month, no minimum term
14 900 SEK / month excl. VAT
Team Development
For organisations
Commercial leadership workshops for beverage and FMCG teams. Typical topics include Systembolaget strategy, category development, commercial priorities and team leadership.
- -Half-day and full-day formats
- -Custom programme design
- -Follow-up session included
- -Delivered in Stockholm or on-site
Custom proposal
04 - The advisor
Experience, not credentials.
Mattias Johannesson
Founder, Johannesson & Co
I was born in 1975. I have spent thirty years inside FMCG, media and regulated markets - building commercial organisations, running sales teams, managing producer relationships and navigating the Systembolaget ecosystem from multiple directions.
My career has included building operations at Hermansson & Co, Rocket Revenue and NOOS. I have sat on both sides of the table in producer and retailer negotiations. I understand how ranking models work, how evaluation decisions are made, and what actually moves the needle inside Systembolaget - not in theory, but in practice.
But the work I do here is not only commercial. It is also deeply personal.
I am a father of two daughters. I have been through a divorce. I have experienced burnout and had to rebuild. I have navigated the tension between building a career and being present in a family. I have experienced personal loss. I have started over more than once.
I do not mention these things to perform vulnerability. I mention them because they are the reason this practice exists. The challenges my clients bring are not purely professional. They rarely are. And having someone who has lived through similar complexity - not just read about it - is a different kind of resource.
This is not coaching. It is not therapy. It is experience, perspective and a long-term relationship with someone who will be honest with you.
05 - How it works
Simple by design.
Reach out
Express interest, apply, or send a purchase inquiry. Takes two minutes. No commitment required.
Mattias contacts you
Within 24 hours. A short conversation to understand your situation and confirm the right format.
Invoice your company
We issue a Swedish invoice to your employer. Standard 30-day payment terms, VAT-registered.
First session booked
Mattias confirms the first session directly with you. You decide the format - video or in person in Stockholm.
06 - Get started
Start with a conversation.
The first step is a short form. No commitment, no payment, no pitch. Just a conversation about where you are and whether this is the right fit.
Engagements are invoiced to companies. Individual billing available on request.