Rules for collaboration with Alko shops

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 rules for collaboration with Alko shops ensure an impartial co-operation with the suppliers. By suppliers we mean here alcoholic beverage suppliers.

Supplier communication with shops

As a rule, the Alko Yammer functions as the main supplier information channel for the shops. Supplier’s communication is sent to the following email address:

Alko’s customer service publishes the contents of the information on Alko Yammer. Information published via Alko Yammer is available for the benefit of the entire retail staff. As there is a centralized information channel for the shops to use, suppliers should not send separate emails or direct mail advertising straight to shops. When having an arranged meeting with the shop it is possible to send the presented material by email if the shop agrees to it. 

Meetings between suppliers and sales personnel

Reserving a meeting time

  • Meetings must be agreed with Shop Assortment Expert, contact information is available on Alko´s extranet. Shop assortment Experts may delegate the meeting for a colleague if they are for example on holiday or if the meeting can´t be arranged with the Shop Assortment Expert because of long distance.

  • Number of meetings is limited (per year): for one supplier, maximum 4 visits per group of shops.

  • All the shops in one group of shops are discussed in the same meeting and the duration of one visit is 15-30 min depending on how wide supplier’s portfolio is. Shop Assortment Expert can specify the duration of the visit.

  • Time and place for the meeting must be suitable for both parties and it must be agreed at least two weeks before the meeting, preferably 3 or 4 weeks beforehand.

  • If the number of meetings for one Shop Assortment Expert is too high for one week, meetings can be limited and prioritized by Shop Assortment Expert. Visiting is not allowed on Friday, Saturday or in seasonal times.

  • Meetings can be arranged in any of the shops which are part of Shop Assortments Experts responsibility. Meeting place will be defined by Shop Assortment Expert.

Practices of the meeting

  • Meeting will be held in the shop or storage room but not in the back office.

  • The subject of the meeting is to give additional information about the products: stories, backgrounds, arguments for sale. The representative can tell about their own products which are either in a general selection or in a sale-to-order selection.

Other communication

  • The supplier can send brochures and information to the shops by mail. It is not allowed to send marketing material to the shops by email. If agreed beforehand, some material can be sent to the Shop Assortment Expert by email before the meeting.

  • Supplier can also visit Shop Assortment Experts other shops (group of shops) as a customer and leave some brochures. Time for discussion for these kinds of visits will not be reserved.

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 manager responsible for the shop 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

Alko has its own training system for Alko shop personnel. In the trainings shop personnel gets education of products by tasting them professionally. In order to keep to fairness principles, shop personnel will not accept any promotional products from suppliers.

Supplier can arrange a professional training event for Alko shop personnel with a permission of Alko. During the event, the supplier will have the opportunity to present information which gives additional value to the personnel’s customer service. Shop personnel will not accept any promotional or other gifts or supplier’s products.

Training collaboration rules for organizing events and inviting Alko shop personnel:

1. All events arranged in any part of Finland need to be agreed with Alko’s named person in charge
  • Supplier can send the invitation straight to relevant shops regarding sales of the product. The invitation must include a statement that the event has a permission from Alko. The person in charge is Juha Westerholm (
  • Alko will inform Alko’s internal network about the training events. Hence all Alko shop personnel have a possibility to participate in the event.
2. Training event times must be scheduled from Monday to Thursday not on weekends.

3. The organizer of the event is responsible to organize everything including making and managing invitations.
4. The trainings can be:
  • Nationwide tours organized specifically for Alko
  • Separate training events e.g. client visits organized specifically for Alko
  • Training events open also for other professionals.
5. The inviting organization is responsible for all costs of the event.
  • The participation to the events is voluntary for Alko personnel. The participation is not working hours for Alko shop personnel. Alko shop personnel will keep to good practice as determined by society as well as Alko’s business principles at all times.

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 Alko’s logo or other visual elements in the advertisements without permission. In addition, the advertisements of sale-to-order selection products should indicate that the product is available when ordered via the Alko Online 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

Arkadiankatu 2, 00101 Helsinki
Area Manager Pirjo Hirvonen
phone 020 711 6501

Microkatu 1 (N-osa, 1. krs)
PL 1199, 70211 Kuopio
Area Manager Jari Hiekkataipale
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