What Supervin does

Supervin is a Danish wine retailer founded in 2012 that operates a multi-channel model combining e-commerce, physical specialty retail, corporate gifting, and wholesale distribution. The company sells 2,000+ wines through supervin.dk (a Magento-based platform) and two physical stores — including what is described as Denmark's largest wine specialty store in Hjørring (700+ m² retail floor plus a 1,000 m² cellar) and a second location in Aalborg. Supervin markets to consumers in Denmark and, via Supervin Sverige, in Sweden. The group employs 65+ people across retail, e-commerce operations, corporate gifting, and its wholesale sister company Novin.

The business generates revenue through three primary streams: direct-to-consumer sales (online and in-store), corporate gifting and B2B services, and wholesale/import distribution via Novin, which supplies major Danish retail accounts including Rema 1000, Nemlig.com, Løvbjerg, and Dagrofa. Customer experience differentiation is built around same-day delivery, a taste guarantee, MitID-based age verification for regulatory compliance, and curated product expansions into alcohol-free wines, spirits, accessories, tasting boxes, and en primeur offerings. Underlying technical components include a Magento e-commerce stack, integrations with multiple last-mile delivery partners (WebrinQ, Burd, Danske Fragtmænd), and digital identity verification infrastructure.

The go-to-market blends brand-led consumer marketing (newsletters, social media, tasting events) with operational scale advantages from owning the largest Danish wine specialty footprint and the wholesale import arm. A newly built logistics center (2024) underpins national fulfillment and same-day delivery, while international supplier relationships — accessed via Novin — provide cost-of-goods leverage. The model is privately held (Supervin, Hjørring A/S) with no public funding history disclosed.

Name

Supervin

Legal name

Supervin, Hjørring A/S

Website

https://supervin.dk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Supervin is a Danish wine retailer operating e-commerce (supervin.dk), two physical stores including Denmark's largest wine specialty store in Hjørring, a corporate gifting service, and wholesale via sister company Novin, serving consumers in Denmark and Sweden.

Ownership category

akta.pro rank

Product category

Online Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (44532), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

akta.pro secondary industry

Alcohol Superstores & Warehouse Liquor Retail (CRANAAAE)

Keywords

• Online wine retail
• Wine e-commerce
• Wine distribution
• Wine import wholesale
• Specialty wine store

Headquarters

HQ city

Hjørring

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Wine Retail: Direct retail sales of wine to consumers through supervin.dk. Best prices are based on selling full cases of 6 bottles, with bulk discounts offered. The company offers same-day delivery options and serves as Denmark's most visited online wine retailer.
2. B2B Sales: Professional B2B department providing bulk purchase advantages and corporate gifts to businesses. Handles consulting about business volume benefits.
3. Physical Retail: Two physical stores in Hjørring and Aalborg, with the Hjørring location being Denmark's largest wine and spirits specialty store at over 700 m2 plus approximately 1000 m2 wine cellar.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Supervin operates a Danish online wine retail platform (supervin.dk) and two physical stores (Hjørring and Aalborg) offering more than 2,000 wines, spirits, alcohol-free wines, tasting boxes, and accessories. The company provides same-day local delivery, Europe-wide shipping, a taste guarantee, and a dedicated B2B division for corporate gifts and bulk wine purchases. A wholesale import subsidiary (Novin) supports differentiated wine sourcing and distribution.

Product overview

Supervin operates as a Danish online wine retailer with a multi-channel business model combining e-commerce platform (Supervin.dk) and two physical retail locations. The company offers over 2000 wine varieties including red, white, sparkling, rosé, port, dessert, sherry, orange, and alcohol-free wines, supplemented by spirits and accessories. Core offerings include competitive bulk pricing (6-bottle cases), same-day delivery logistics via WebrinQ and Danske Fragtmænd, B2B corporate services, and the unique taste guarantee. Their wholesale subsidiary Novin supplies major Danish supermarket chains. The business model centers on importing wines from global regions (particularly France, Italy, Spain) and offering them at competitive prices with rapid fulfillment.

Differentiator

Problem solved

Functional benefit

Products and services

• Supervin.dk Online Wine Store Magento-based online wine retail platform (supervin.dk) offering 2,000+ wines, spirits, alcohol-free wines, tasting boxes, accessories, and gifts to Danish consumers, with same-day local delivery and Europe-wide shipping.
• Supervin Physical Retail Stores Two physical Supervin wine shops located in Hjørring and Aalborg, northern Jutland, serving walk-in customers with the same broad assortment as the online store.
• Supervin B2B Wine Division Dedicated B2B sales department serving Danish corporate customers with bulk wine orders, corporate gifting, and curated wine selections for events and hospitality.
• Wine Tasting Boxes (Smagekasser) Curated wine tasting boxes (smagekasser) assembled by Supervin for consumers wanting to explore a themed selection of wines.
• En Primeur Wine Sales En primeur program allowing customers to purchase wines while still in the barrel or before release, with delivery at a later date.
• Alcohol-Free Wines Range of alcohol-free wines stocked alongside the standard wine catalog for customers seeking non-alcoholic options.
• Spirits Assortment Selection of specialty spirits sold in addition to the wine catalog through both the online store and physical retail locations.
• Wine Accessories and Gifts Wine accessories, gift sets, and related non-beverage items bundled or sold alongside wine purchases for personal and gift use.
• Novin Wholesale Wine Import Novin is Supervin's wholesale wine import and distribution subsidiary, sourcing wines for retail and B2B supply.

Quantifiable outcome

• Denmark's most visited online wine retailer with up to 10,000 unique daily visitors
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• NovincoreStrategic or Co-development PartnerSupervin's most important collaboration partner is their expansive sister company Novin, which imports wine and sells wholesale to wine retailers, specialty shops, and leading Danish supermarket chains including Rema 1000, Nemlig.com, Løvbjerg, and Dagrofa (Meny and Spar).

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Winefinder: Danish online wine retailer offering a broad multi-region wine assortment with case-based pricing and home delivery — directly comparable in product category, customer base, and DTC delivery model to Supervin.
• Theis Vine: Established Danish wine importer and online retailer with curated regional selections and B2B services — competes head-to-head with Supervin on assortment depth, geographic sourcing, and Danish wine enthusiasts.
• Skjold Burne: Danish wine retail chain combining physical stores with e-commerce and B2B services — directly comparable multi-channel wine specialist competing on premium assortment and customer experience in the same geography.
• H.J. Hansen Vin: Major Danish wine and spirits wholesale and retail group with both B2B distribution and consumer-facing channels — directly mirrors Supervin's combined Novin wholesale + DTC/retail model.

Emerging players

• Vivino: Denmark-founded global wine marketplace and discovery app that has expanded into direct wine retail — comparable Danish origin and consumer-wine audience, with partial overlap on online wine purchase flow.
• Vicampo: European online wine marketplace aggregating multiple wineries and retailers — comparable DTC wine discovery and delivery model, with broader cross-border assortment but lower vertical integration than Supervin.

Broad incumbents

• Hawesko Holding: Germany's leading online wine and spirits retailer and wholesaler with multi-brand portfolio — broader incumbent operating at much greater scale but competing for cross-border Danish consumer demand and B2B sourcing leverage.
• Berry Bros. & Rudd: UK fine-wine specialist with retail, wholesale, and storage operations across premium regions (Bordeaux, Burgundy, etc.) — comparable premium assortment, B2B services, and specialty-store format, though UK-anchored.
• Majestic Wine: Large UK multi-channel wine specialist combining physical retail stores, online DTC, and B2B — directly comparable omnichannel wine retail model at greater scale.

Regional players

• Systembolaget: Swedish state alcohol retail monopoly — directly relevant comparable for the Supervin Sverige expansion strategy, representing the structural incumbent any private Swedish wine retail entrant must navigate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/vinsuper
• Facebookfacebook.com/SuperVin.dk
• LinkedInlinkedin.com/company/supervin-dk

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Supervin