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De nordiska alkoholmonopolen har ett dubbelt uppdrag – att ge service och leverera vinst och att samtidigt minimera skadeverkningarna av det som saljs, alkohol. Det dubbla uppdraget ar i sig inte latt och kompliceras ytterligare av att monopolstallningen maste (re)legitimeras. I denna artikel beskrivs vilka legitimeringsstrategier de fem nordiska alkoholmonopolen i Sverige, Norge, Finland, Island och Faroarna anvander pa sina webbplatser for att overtyga medborgarna om vikten av att ha ett statligt monopol. Dessutom redovisas vilka sadana strategier som forekommer i Systembolagets ansvarsredovisningar 2008–2017.  Materialet analyseras genom narlasningar med utgangspunkt i legitimeringsanalys (Van Leeuwen 2007, 2008). Undersokningen visar att det finns manga likheter mellan monopolen. Alla fem anvander frekvent ordet ansvar, och alla understryker att monopolet leder till farre alkoholrelaterade skador. Sadana rationaliseringar ar de vanligaste legitimeringsstrategierna i de analyserade texterna. Samtidigt finns ocksa skillnader mellan webbplatserna, delvis mojliga att relatera till olikheter i landernas alkoholpolitik. Av Systembolagets ansvarsredovisningar framgar att Systembolaget befinner sig i spanningsfaltet mellan tva roller som kan vara svara att forena: foretags- och myndighetsrollen. Samtidigt som kraven okar pa Systembolagets ansvarstagande for service, tillganglighet, hallbara transporter, ekologiska produkter och social hallbarhet, tonas folkhalsa ner, nagot som ar tydligt i jamforelsen mellan 2008 och 2017. The Nordic alcohol monopolies in Sweden, Norway, Finland, Iceland and the Faroese Islands have a double mandate – to provide customer service and deliver profit as well as to minimize the harmful effects of the products sold, alcoholic beverages. The double mandate as such is not easy and is complicated further by the need of (re)legitimation of the retail monopoly of alcohol. In this article, legitimation strategies at the web sites of the five Nordic alcohol monopolies are analyzed, to be more specific those aiming at convincing the citizens of the importance of a public monopoly. In addition, this type of strategies are discerned and analyzed in the responsibility reports of Systembolaget 2008–2017. The data is analyzed by close readings with legitimation analysis as a point of departure (Van Leeuwen 2007, 2008). The study shows similarities between the monopolies such as the frequent usage of the word responsibility as well as the underlining that the existence of a retail monopoly leads to fewer alcohol-related problems. These rationalizations are also the most common type of legitimation found in the analyzed texts. However, there are also differences between the monopolies. In the article, these differences are in some respects related to variation in the politics on alcohol pursued in the Nordic countries. The responsibility reports of Systembolaget point to the fact that the company is situated in the field of tension between the roles of authority and business, roles not always compatible. Between 2008 and 2017 the demands for service, accessibility, sustainable transports, ecological products and social sustainability are emphasized while the mandate to safeguard public health is de-emphasized.

Monopolets moral: de nordiska alkoholmonopolens legitimeringsarbete – The Moral of the Monopoly: Legitimation Work in the Nordic Alcohol Monopolies