Sweden opts for soft sell

Series Title
Series Details 07/12/00, Volume 6, Number 45
Publication Date 07/12/2000
Content Type

Date: 07/12/00

Diplomats attending meetings in Sweden in the first half of 2001 can look forward to mineral water, soft drinks and even beer, courtesy of their host, the incoming EU presidency.

But those used to strong brews or even hearty French wines may be in a for a bit of a disappointment, as Stockholm only plans to serve low-alcohol mixtures, under an agreement signed with Swedish drinks maker Pripps Bryggerier.

Among other Swedish companies hoping to get some valuable publicity when Foreign Minister Anna Lindh (right) and company take the helm are Ericsson, which will provide mobile telephones to key Swedish officials and chauffeurs; SAS, which will provide air tickets to a number of foreign ministry cultural events in European capitals; and Cloetta Fazer, which has signed a contract to provide small boxes of chocolates for all meetings held in Sweden.

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