Winefinder
Winefinder is a Nordic online wine retailer offering curated premium wines (90+ critic-rated) to Swedish and Danish consumers via subscription, one-time purchase, and dedicated sommelier advisory, with a physical store in Gentofte, Denmark, and a combined ~70% Nordic online alcohol market share following its April 2024 merger with Vinoteket under Vintjänsten Holding AB.
- Company typePrivate
- Founded2005
- HeadquartersGentofte, Denmark
- Headcount—
- GTM typeB2C
- OfferingServices
What Winefinder does
Winefinder is a Nordic online wine retailer founded in 2005 as a Bordeaux-focused wine enthusiast club in Sweden and pivoted in 2007 into an online retailer following the EU Rosengren ruling, which permitted cross-border wine sales into Sweden. The company operates the winefinder.dk and winefinder.se e-commerce platforms, offering a curated catalog of premium wines (all rated 90+ points by leading independent critics under a Quality Guarantee), supported by a Personal Wine Profile preference system, a Wine Team of sommeliers and buyers, and a Premium advisory subscription tier for high-spend customers. The business monetizes through one-time bottle sales, binding-free recurring wine subscriptions, gift cards and wine-related events, premium cellar-advisory services, and a physical retail store (Winefinder Vinbutik) at Gentoftegade 54 in Gentofte, Denmark.
The operating structure spans two jurisdictions: Winefinder ApS (CVR 28982518) is the Danish operating subsidiary and retail entity, while Winefinder AB (org. nr. 556678-3238), founded in 2005, is the Swedish parent that received Sweden's first distance-selling wine permit in October 2007 and is now consolidated under Vintjänsten Holding AB alongside Vinoteket following an April 2024 merger that together hold approximately 70% of the Nordic private online market for alcoholic beverages (excluding the state monopoly Systembolaget). Distribution is multi-channel: Airmee home delivery in Greater Copenhagen, Best Transport depots across Sweden, and City Gross supermarket pickup points, with Klarna handling payments, PayEx powering subscription autopay, and Mailchimp driving email marketing.
Winefinder targets individual Swedish and Danish wine consumers — including casual enthusiasts, serious collectors, and a developing corporate/B2B wine-gifting segment — competing against the Swedish state monopoly Systembolaget and other private online wine retailers by emphasizing rare allocations, older vintages, expert advisory service, and a multi-layered guarantee program (quality, taste, price, service, exchange, delivery).
Winefinder firmographics
Firmographics- Name
- Winefinder
- Legal name
- Winefinder ApS
- Website
- https://winefinder.dk
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Short description
- Winefinder is a Nordic online wine retailer offering curated premium wines (90+ critic-rated) to Swedish and Danish consumers via subscription, one-time purchase, and dedicated sommelier advisory, with a physical store in Gentofte, Denmark, and a combined ~70% Nordic online alcohol market share following its April 2024 merger with Vinoteket under Vintjänsten Holding AB.
- Ownership category
- akta.pro rank
Winefinder industry classification
Industry- Product category
- Wine Retail
- NAICS
- Beer, Wine, and Liquor Retailers (445320)
- akta.pro primary industry
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
- akta.pro secondary industries
- Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Fine Wine & Luxury Spirits Retail (CRANABAE), Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
Keywords
Where Winefinder is headquartered
LocationHeadquarters
- HQ city
- Gentofte
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Winefinder business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Wine Product Sales: Primary revenue from selling bottled wines directly to consumers through the online platform. Products include premium wines, Bordeaux, and other quality wines from around the world.
- Wine Subscriptions: Subscription-based wine purchasing with binding-free subscription options. Customers can subscribe to various subscription plans for recurring wine deliveries.
- Gift Cards and Events: Sale of gift cards and wine-related experiences and events.
- Premium Advisory Services: Premium customers receive dedicated wine advisor services for wine selection and cellar management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard bottle pricing |
| Subscription | Monthly | Subscription plans |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
Winefinder product offering
Product offeringCore offering
Winefinder is an online wine retailer selling premium and quality-rated wines directly to consumers across the Nordic region through its e-commerce platform winefinder.dk and a physical retail store in Gentofte, Denmark. The company offers curated wines, personal wine advisory, subscription plans, gift cards, and home delivery, supported by a Personal Wine Profile matching system and a multi-layered Quality Guarantee.
Product overview
Winefinder operates as a Nordic online wine retail platform with a unified product portfolio centered on Winefinder.com, the main e-commerce platform offering access to thousands of quality wines from global producers with home delivery. The company was founded in 2005 as a wine enthusiast club and evolved into an online store following the 2007 EU ruling allowing cross-border wine sales. The platform is complemented by a physical Winefinder Vinbutik store in Gentofte, Denmark. Key supporting services include the Wine Team Advisory providing personalized expert recommendations, a Personal Wine Profile matching wines to individual taste preferences, Mat & Vinskola (Wine School) educational content on food-wine pairing, AutoPay/AutoGiro subscription payment automation, and a comprehensive Quality Guarantee program covering taste, price, service, and delivery. In April 2024, Winefinder merged with Vinoteket under Vintjänsten Holding AB, creating a combined entity controlling approximately 70% of the Nordic online alcoholic beverage market.
Differentiator
Problem solved
Functional benefit
Brands
- Vinoteket: Sweden's leading online wine store, merged with Winefinder under Vintjänsten Holding AB in April 2024.
Companies that use Winefinder
Customer profileSegments3 records
Ideal customer profiles2 records
Winefinder technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature3 records
Winefinder partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- VinoteketcoreIn April 2024, Vinoteket and Winefinder made common cause and are now both owned by Vintjänsten Holding AB. Together they hold approximately 70% of the market for online alcoholic beverages in Sweden.
- AirmeecoreAirmee is the logistics partner providing home delivery services to Winefinder customers in Greater Copenhagen. They offer scheduled delivery slots including evening deliveries on specific days based on order timing.
- Best TransportcoreBest Transport provides delivery services with pickup depots across Sweden including Stockholm, Gothenburg, Malmö, and other major cities. Customers can collect their wine orders from these depots.
- City GrossminorCity Gross supermarkets serve as pickup locations for Winefinder deliveries across Sweden, with stores in major cities including Borås, Bromma, Malmö, and many others.
- KlarnacoreKlarna handles payment processing for Winefinder including Klarna Checkout, card payments, invoice payments, and bank transfers. Also used for credit checks.
- Winefinder ABcoreWinefinder ApS (CVR 28982518) is a wholly-owned Danish subsidiary of Winefinder AB (org. nr. 556678-3238). Winefinder AB was founded in 2005 as a Swedish operation focused on wine-related arrangements.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Winefinder competitors and assessment
Company assessmentDirect peers
- Winc: Wine subscription service offering personalized wine selections with a strong digital-brand identity. Operates a similar DTC + subscription hybrid model targeting wine-curious consumers with profile-based recommendations.
- Firstleaf: Wine subscription club using a customer taste quiz to recommend bottles with a curation toward premium and discovery wines. Comparable to Winefinder in subscription mechanics and target customer, though primarily operating in North America.
- Bright Cellars: US-based wine subscription service that matches wines to customer preferences using a taste-profile quiz, mirroring Winefinder's Personal Wine Profile mechanic. Comparable in subscription design, personalization mechanism, and target consumer, though smaller and US-focused.
- Naked Wines: Global wine subscription retailer with a crowdsourced funding model that supports independent winemakers. Highly comparable to Winefinder's subscription and recurring revenue design and target customer (premium/discovery-oriented wine buyer).
- Vivino: Wine community and marketplace app founded in Denmark that competes directly with Winefinder's Personal Wine Profile recommendation feature. Comparable by origin (Nordic/Danish) and target user (premium wine buyer), though Vivino is primarily a discovery/marketplace layer rather than a direct retailer.
- Decantalo: Spanish online wine retailer offering a curated selection of premium Spanish and European wines with home delivery. Comparable to Winefinder in DTC wine retail mechanics and customer type, though concentrated in the Iberian market.
- Laithwaites: Long-established UK wine merchant/retailer (formerly Direct Wines) combining e-commerce, subscriptions, and curated premium bottles. Closely mirrors Winefinder's blend of DTC retail, subscription, and premium/expert curation, with broader scale in the UK.
- Wine.com: The largest online wine retailer in the United States, offering a curated selection of premium and rare wines with home delivery. Closely mirrors Winefinder's DTC model and product mix (premium bottles, expert content, age verification at delivery) but at significantly larger scale.
- Vinoteket: Sweden's leading online wine store prior to its April 2024 merger with Winefinder under Vintjänsten Holding AB. Operated a near-identical DTC online wine model targeting Swedish consumers with home delivery — now structurally under the same parent as the closest direct peer by product, market, and customer.
Regional players
- Slurp: Finnish online wine delivery service historically offering online ordering from Alko (Finnish state monopoly) via web/app ordering. Comparable to Winefinder in Nordic online alcohol e-commerce mechanics, though operating under Finland's distinct monopoly regime.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Winefinder social profiles
Digital presenceWinefinder compliance and trust
Trust signalCompliance2 records
Winefinder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Winefinder leadership team
Management profileNumber of profiles
Profiles4 records
Winefinder subsidiaries and ownership
Company hierarchySubsidiaries2 records
Winefinder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Winefinder M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Winefinder
What does Winefinder do?
Winefinder is an online wine retailer selling premium and quality-rated wines directly to consumers across the Nordic region through its e-commerce platform winefinder.dk and a physical retail store in Gentofte, Denmark. The company offers curated wines, personal wine advisory, subscription plans, gift cards, and home delivery, supported by a Personal Wine Profile matching system and a multi-layered Quality Guarantee.
Is Winefinder a public or private company?
Winefinder is a private company. It is classified as corporate owned and is currently operating.
When was Winefinder founded?
Winefinder was founded in 2005.
Where is Winefinder based?
Winefinder is headquartered in Gentofte, Denmark, in the Europe region.
How does Winefinder make money?
Four revenue lines are on record. Wine Product Sales are the primary driver. The others are wine Subscriptions, gift Cards and Events and premium Advisory Services.
Who are Winefinder's main competitors?
Direct peers on record are Winc, Firstleaf, Bright Cellars, Naked Wines, Vivino, Decantalo, Laithwaites, Wine.com and Vinoteket. Slurp is listed as a regional player.
Does Winefinder have an API?
No public API is recorded for Winefinder.
What industry is Winefinder in?
Winefinder's product category is Wine Retail. Its primary akta.pro industry code is CRANABAB, Wine Retail (Bottle Shops & Wine Merchants), with a secondary code of CRANABAF, Alcohol Subscription & Wine Clubs (Retail). Its NAICS code is 445320.