Finnish alcohol retailer Alko started operations in 1932. The company is owned by the state of Finland, has 359 stores and 65 pickup points, and employs around 2400 people. Alko’s operations and its monopoly of the retail sale of beverages containing more than 5.5% alcohol are based on the Finnish social and health policy objective of mitigating the adverse effects of alcohol consumption. Alko has a clear goal: it wants to act as responsibly as possible and it wants to offer an excellent customer experience.