About Vinio and the Norwegian wine market


Vinio is a Norwagian registrered stock based company importing quality wine from sustainable and small-producing vineyards, with emphasis on European and especially Italian wines. The producers we represent are as concerned with quality as we are and are further characterized by a desire to influence their surroundings as positively as possible. This means farming in such a way that it maintains soil and biodiversity, with a strong focus on minimal consumption of water, fertilizer and any pesticides.

Our wines are available in The Norwegian Vinmonopol and selected restaurants.


The Norwegian wine market can be loosely divided in two areas.

  • The HoReCa (Hotel, Restaurant, Catering) market: Wholesalers registered with the Directorate of Customs and Excise as liable for excise duty can offer wines directly to this market.
  • The private end consumer market which is catered exclusively by the Norwegian Vinmonopol. Vinmonopolet is a state controlled sales monoply in charge of the retail distribution of wine, spirits and strong beer in Norway. The products Vinmonopolet distribute are purchased from licensed suppliers registered with the Directorate of Customs and Excise.

Vinio holds all necessary licenses and agreements to act as a supplier to both the HoReCa market and The Norwegian Vinmonopol.


As of 2016 Vinmonopolet has 315 retail stores located throughout the 19 counties in Norway and offers a total of 1 500 different alcoholic beverages.
In addition to the physical stores, Vinmonopolet also operates an online store and information portal where the majority of the products are listed for end consumers to purchase online.
Total wine sales was in 2017 just short of 66 million liters.

Vinmonopolets purchasing procedures

Vinmonopolet has a total of 5 different product ranges, each with its own set of procedures.

The basic and one lot ranges
The basic and one lot ranges consist of products purchased by Vinmonopolet and based on six-monthly launch plans, as well as products from the to order or test ranges (see below) that have qualified by achieving satisfactory sales. Vinmonopolet publishes invitations to bid on the Vinmonopolet supplier portal and registered wholesalers submit offers that must comply with specified deadlines and procedures. All approved offers are tested by Vinmonopolet’s sensory testing laboratory, where a panel of expert assessors objectively and independent assess the degree of accordance to the relevant specification. Purchasing decisions are based on price, sensory quality and ability to deliver. New products entering the basic range are guaranteed to be carried for at least 12 months (the introductory month + eleven months). The one lot range consists of products that are purchased in limited quantities. These products are carried until the lot has been sold out.Vinmonopolet stipulates certain requirements for products that are to be launched in the basic and one lot ranges. They must be held in a warehouse in Norway one month before the launch, and the available quantity of the product must be sufficient for the category in which the product is to be initially launched.

The «to order range»
The to order range has been created to make available to customers the selection of products held by wholesalers in Norway that have not been accepted into the basic, one lot or test ranges.
These products must be available in the wholesaler’s warehouse in Norway from the first day of the month in which they are to be launched, and are subject to the same terms and conditions of delivery as products in the basic and one lot ranges. Wholesalers must be willing to make single bottle deliveries.Products are registered through Vinmonopolet’s supplier portal, subject to the specified deadlines.
The products in this range are sold through the online shop, but certain shops may also choose to carry them as part of their local range or offer to order these wines directly from the wholesalers on behalf of the customer

The additional range
The additional range consists of any other products that wholesalers have to offer. It is not a requirement for the products to be held in stock in Norway, and the wholesaler can specify a minimum delivery.
Products in the additional range are not sold through the online shop, but certain shops may also choose to carry them as part of their local range. Products can be registered as they become available through Vinmonopolet’s supplier portal, subject to the specified deadlines.

The test range
The test range is an independent product range that aims to provide market access for products even if Vinmonopolet has not chosen to purchase the product.Each year, Vinmonopolet decides how many products it will launch in its test range, and wholesalers must express their interest by the specified deadlines.
Vinmonopolet allocates product launches and launch dates between the wholesalers who have expressed their interest.At the end of the six-month test period (introductory month + five months), Vinmonopolet reserves the right to return unsold stock at the expense and risk of the wholesaler.

Vinmonopolet’s price policy

Prices are stated in NOK DDP (Delivery Duty Paid). This means that the individual wholesaler is liable for all of the risks and costs associated with transporting the products to the designated place at the individual shop’s warehouse, including customs clearance, excise duties, taxes, VAT and any other charges.

Vinmonopolet is completely transparent in how it calculates mark-ups and retail prices. Vinmonopolet’s calculation is based on the principle that each product should cover its own costs, as well as giving Vinmonopolet a reasonable profit.

The mark-up applied by Vinmonopolet is a fixed rate of NOK 8.90 per litre, plus 22 percent of the purchase price excluding taxes and duties. The percentage mark-up gradually falls for products whose purchase price excluding taxes and duties is over NOK 80, and the total mark-up is never more than NOK 110 per unit.

Information provided with the courtesy of the Norwegian Vinmonopol.


Please do not hesitate to contact us if you have any further questions concerning Vinio, the Norwegian wine market or other issues regarding Vinmonopolet in Norway.

Vinio AS
Caroline Øverlandsvei 36a
1356 Bekkestua

Tel: +47 45 10 45 00
Tel: +47 98 85 35 37

E-mail: hello@vinio.no