Rules for collaboration with Alko shops

The rules for collaboration with Alko shops ensure an impartial co-operation with the suppliers.
Alko is a responsible, fair and efficient specialist trading chain of alcoholic beverages, which has a nationwide network of shops, as well as a high-quality and extensive product range.
The cornerstone of Alko’s retail sales system is fairness towards suppliers. By suppliers we mean here alcoholic beverage suppliers.
In order to safeguard fair supplier treatment, the attached code of conduct has been created for our chain of shops.

Supplier communication with shops

As a rule, the Alko intranet, Alvari, functions as the main supplier information channel for the shops. Supplier communication to shops goes to the Alko Material Flow Control Centre (MOK). The email address is:
Our Communication and Responsibility department and our Marketing department revise the contents of the information before it is published on Alvari. Information published via Alvari will be forwarded for the benefit of the entire retail staff. With there being a centralized information channel for shops to use, suppliers will not send separate emails or direct mail advertising straight to shops.

Meetings between suppliers and sales personnel

To arrange a suitable meeting time, suppliers will have to reserve a meeting time by email well in advance. When contacting the shop, the initial contact person is the shop manager, the manager's cover or the person responsible for products.
Meeting times must be scheduled from Monday to Thursday afternoons, as the morning hours are dedicated to the operative tasks in the shops. On Fridays and Saturdays and during high seasons shops are only able to focus on customer service. The meeting time is maximum 20 minutes. During the meeting, suppliers will have the opportunity to present product information which gives additional value to the personnel’s customer service.
Issues related to product range or selection, displays or material controlling are handled centrally by MOK.
Suppliers may enter other property than the shop only accompanied by a member of Alko’s personnel.

Customer surveys and photographing at Alko shops

No surveys directed at customers may be carried out on Alko property or in the immediate vicinity without the permission of the customer service management. Photographing on Alko properties is allowed, if it has been agreed on with the shop manager in advance. If people are photographed and they are recognizable on the photo, their permission is required. Any larger scale photographing requires the permission of Alko’s customer service management.

Displaying products

Suppliers are not allowed to put up displays or put products on the shelves. Unloading is carried out at the warehouse.


Tastings or other types of sales promotions are not permitted in shops or in the immediate vicinity.
In order to keep to fairness principles, shop personnel will not accept any promotional or other gifts or supplier’s products.

Training collaboration

Will be updated in english in the near future. Training collaboration rules can be found in the finnish version.

Consumer marketing

Advertising and other sales promotion of mild alcohol beverages is possible under the preconditions set by the Alcohol Act.
In the marketing, the name of the advertiser should appear in the advertisement. It is not allowed to use without permission Alko’s logo or other visual elements in the advertisements. In addition, the advertisements of sale-to-order selection products should indicate that the product is available when ordered via the shop. For such sale-to-order selection products that are available only locally, it is advisable to mention the shops where the product can be ordered or indicate the limited distribution area in some other way.
More detailed instructions and rules concerning the advertising of alcoholic beverages are available on the website of the National Supervisory Authority for Welfare and Health (Valvira) at Among these instructions are Valvira’s instructions concerning the advertising of alcoholic beverages, which include Valvira’s interpretation of the advertising regulations in the Alcohol Act. The instructions also tell about resolution practices.

Other codes of conduct

In addition to the above mentioned code, Alko’s personnel will keep to good practice as determined by society as well as Alko’s business principles at all times in their work and, consequently, the same is expected from business partners.
List of the Alko shops can be found on Alko Extranet. The list can also be emailed to the supplier when requested (

Executive vice president
Kari Pennanen (tel. 020711 5112 or or area managers:

Arkadiankatu 2, 00101 Helsinki
Area Manager Tatu Vanninen
phone 020 711 6101

Kauppakatu 24, 5.krs, 40100 Jyväskylä
Area Manager Jari Hiekkataipale
phone 020 711 6501

Microkatu 1 (N-osa, 1. krs)
PL 1199, 70211 Kuopio
Area Manager Anne Penttilä
phone 020 711 6701

Linnankatu 11A 21, 20100 Turku
Area Manager Juha Laanti
phone 020 711 6301

Aleksanterinkatu 22 b 9 C, 33100 Tampere
Area Manager Kimmo Mäkelä
phone 020 711 6401

Kirkkokatu 14, 90100 Oulu
Area Manager Kaija-Leena Kerkelä
phone 020 711 6901