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Brand-new beer snus from Swedish Match – Göteborgs Rapé Humle

Swedish Match is launching its first beer snus, Göteborgs Rapé Humle, which has been developed in partnership with Fjäderholmarna Brewery.


Swedish Match is launching its first beer snus, Göteborgs Rapé Humle, which has been developed in partnership with Fjäderholmarna Brewery. Göteborgs Rapé Humle (Humle = Hops) is flavored with hop oil and contains a light tobacco blend that is somewhat richer and spicier than the standard Göteborgs Rapé White. The product imparts a distinct tobacco flavor combined with a maltiness and bitterness. Göteborgs Rapé’s traditional herby and fruity character is also an integral part of the flavor. Friday, November 25 marks the launch for sales of Göteborgs Rapé Humle in Swedish Match stores in Stockholm, Gothenburg, Strömstad and Åre.

“Developed in partnership with experts at Fjäderholmarna Brewery, Göteborgs Rapé Humle is our first-ever beer snus, with distinct notes of Pale Ale, and we are delighted with the results. Our existing customers appreciate that we continue to develop our premium range, and this could be clearly seen when we launched General Mackmyra earlier this year, which quickly gained a loyal customer base,” says Michaela Bergström, Brand Manager for Göteborgs Rapé at Swedish Match.

Fjäderholmarna Brewery in the Stockholm archipelago is a reputable microbrewery producing eight types of bottled beer, ranging from IPA, APA and Bitter to pale lager. The brewery is run by founders Anders Willman and Pelle Ågren and is a so-called Brewpub (microbrewery plus integrated pub) offering visitors the opportunity to test beers directly from the fermentation tanks.

“Our focus has been to contribute our know-how on how to create the purest possible hop flavor with distinct notes of Pale Ale. We have purposely opted to not only focus on one style of beer, instead using our accumulated know-how of flavoring of beer to create the purest and best taste possible. We are pleased with what we have accomplished in collaboration with Swedish Match. The cooperation has been enjoyable and I hope we can repeat it sometime in the future,” says Pelle Ågren, one of the founders of Fjäderholmarna Brewery.

Only 30,000 cans of Göteborgs Rapé Humle will be sold. The product will be available in 7-Eleven and Pressbyrån stores from December 5 and will be sold as long as stocks last. Göteborgs Rapé Humle will be priced at SEK 53 in Swedish Match stores. 

“While our snus recipe is founded in traditions stretching back hundreds of years, we mustn’t be afraid to be innovative and dare to think outside the box. When India Pale Ale arrived in Sweden, it revolutionized Swedish beer culture, which had previously focused solely on pale lager, and snus, like beer, isn’t a static product but something that can be developed. We look forward to further innovative launches in cooperation with other reputable businesses in the future,” says Michaela Bergström.

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