What Enjoy Wine and Spirits does

Enjoy Wine & Spirits AB is a Stockholm-based importer and distributor of international wines and spirits, founded in 1992 and operating as a subsidiary of the Gruppo Di Luca corporate group. The company sources wines and beverages from producers across France, Italy, Spain, Germany, Austria, the USA, Australia, Portugal, South Africa, Hungary, and Lebanon, and sells them through two channels: consumer retail via the Swedish government-owned monopoly Systembolaget (where it is described as one of the oldest suppliers) and direct B2B sales to Sweden's restaurant and horeca sector via regional field sales representatives and a Key Account Manager for on-trade. Pricing spans budget SKUs around 65 SEK through premium selections near 299 SEK, with portfolio coverage of red, white, rosé, sparkling, spirits, cider, and non-alcoholic beverages.

The company's core technology is its portfolio curation and supply-chain management capability rather than a software platform; it maintains no API, mobile app, or disclosed proprietary tech stack, and its digital footprint centers on marketing content (an SEO/B2B site, newsletter, Facebook, Instagram, YouTube, LinkedIn) rather than transactional technology. Producer relationship quality is core to the offering, with long-term representation of premium wineries such as Au Bon Climat, Cigliuti, La Spinetta, Fontanafredda, Baron de Ley, and Paolo Scavino, alongside editorial brand assets including the "Dryckesskolan" (Beverage School), the "Vin för Rookies" podcast hosted by Johan Eklöf, and the "Wine & Friends" magazine.

Revenue mechanics are straightforward distribution margins on imported wines, with two demand funnels: Sys­tembolaget-driven consumer pull (where assortment selection and supplier reputation drive listings and shelf presence) and horeca-driven sell-in (where regional sales reps secure on-trade listings and recurring reorders). The 29-person organization runs a sales-led go-to-market supplemented by event-driven educational marketing (tastings, producer visits, podcast stories), and it has begun extending into the alcohol-free segment via Oddbird and into sustainability positioning via the "Bottled With Care" initiative in partnership with FTI. Owner's representative Wilhelm Schultz is listed as Owner & Portfolio Manager Wine, with Peter Kokovic as CEO and Maria Tillander as CFO.

Name

Enjoy Wine and Spirits

Legal name

Enjoy Wine & Spirits AB

Website

https://enjoywine.se

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Enjoy Wine & Spirits is a Stockholm-based importer of international wines and spirits, founded in 1992 and part of Gruppo Di Luca, supplying Systembolaget and Swedish restaurants via a regional sales team and a curated producer portfolio.

Ownership category

akta.pro rank

Product category

Wine and Spirits Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

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

akta.pro primary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

Keywords

• Wine import
• Spirits distribution
• Beverage wholesale
• Horeca wine supply
• International wine portfolio

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Wine and Spirits Distribution: Import and distribution of wines and spirits to Systembolaget (Swedish retail monopoly) and restaurant/horeca sector. Revenue generated through product sales with margins on import and distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Enjoy Wine & Spirits imports and distributes an international portfolio of wines (red, white, rosé, sparkling), spirits, cider, and non-alcoholic beverages from producers across France, Italy, Spain, Germany, the USA, Austria, Portugal, South Africa, Australia, Hungary, and Lebanon. It sells this portfolio to Swedish consumers via the Systembolaget retail chain and to restaurants/hotels/horeca customers through a regional field-sales team. The offering is supplemented by branded wine-education content (Dryckesskolan, Vin för Rookies podcast, Wine & Friends magazine) and value-added services such as producer visits, food-pairing guides, and event-driven wine tastings.

Product overview

Enjoy Wine & Spirits is one of Sweden's largest wine importers and one of Systembolaget's oldest suppliers, operating as a wine import and distribution company with both consumer-facing and restaurant trade channels. Its core product is its imported wine portfolio spanning red, white, rosé, sparkling, spirits, cider, and non-alcoholic beverages from producers across France, Italy, Spain, Germany, the USA, Austria, Portugal, South Africa, Australia, and Hungary. The portfolio is supported by branded editorial and educational content including Wine & Friends Magazine and the Vin för Rookies podcast. The company also serves the restaurant trade through dedicated on-trade sales support and routes consumer sales via Systembolaget's catalog.

Differentiator

Problem solved

Functional benefit

Products and services

• Imported Wines Portfolio Curated, multi-origin portfolio of imported wines and spirits (red, white, rosé, sparkling, spirits, cider, and non-alcoholic beverages) sourced from partner producers in France, Italy, Spain, Germany, the USA, Austria, Portugal, South Africa, Australia, and Hungary; sold to Swedish consumers via Systembolaget and to restaurants, hotels, and on-trade venues via field-sales.
• Restaurant Trade Services B2B wine and spirits supply, selection guidance, and order management for the Swedish restaurant and on-trade sector, delivered via a regional field-sales team covering Stockholm, Gothenburg/West, and South Sweden, plus a Key Account Manager for on-trade.
• Wine & Friends Magazine Digital editorial magazine providing wine-education articles, food-pairing guides, producer profiles, and wine industry news aimed at Swedish consumers and trade professionals.
• Vin för Rookies Podcast Wine-education podcast series hosted by Johan Eklöf, targeted at wine beginners and covering topics such as wine basics, food pairing, producer stories, and alcohol-free wine options.
• Dryckesskolan (Beverage School) Educational content hub featuring articles and guides on wine tasting, food pairing, serving temperatures, tannin structure, alcohol content, and regional wine education, supporting consumer and trade audiences.
• Consumer Direct Sales Direct-to-consumer wine ordering channel that lets private customers browse and purchase Enjoy Wine & Spirits' portfolio through the Systembolaget catalog and website.

Quantifiable outcome

• Featured podcast episodes on wine education reaching broad audience of wine enthusiasts

Named customers2 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

Partnerships

Ten partnerships are on record, tiered core, parent and minor.

• Au Bon ClimatcoreStrategic or Co-development Partner · 1 January 1982Founded in 1982 by Jim Clendenen in Santa Barbara, California. Producer of premium Pinot Noir and Chardonnay. Enjoy Wine & Spirits represents their products in Sweden.
• Gruppo Di LucaparentOthersParent company group under which Enjoy Wine & Spirits operates. Gruppo Di Luca promotes a work environment characterized by openness and transparency, operating multiple companies within the wine and spirits sector.
• CigliuticoreStrategic or Co-development PartnerFamily winery located on Serraboella hill above Neive in Barbaresco, Piedmont. Known as one of the region's best and most humble producers. Fifth generation family-run winery, currently managed by daughters Claudia and Silvia Cigliuti.
• La SpinettacoreStrategic or Co-development PartnerFamily-owned producer in Barbaresco, known for environmental commitment and characteristic rhinoceros on label. Produces world-class wines with Giorgio Rivetti as the flamboyant winemaker.
• FontanafreddacoreStrategic or Co-development PartnerHistoric winery in Piedmont celebrating 150 years. Part of Barolo Week(s) global campaign. One of Sweden's most sold Rioja producers.
• Baron de LeycoreStrategic or Co-development PartnerRioja producer and Sweden's most sold Rioja. Currently building world's largest barrel hall with capacity for 40,000 225-liter barrels.
• Paolo ScavinocoreStrategic or Co-development PartnerHistoric Piedmont producer known for Barolo wines.
• Weingut WechslercoreStrategic or Co-development PartnerLeading Rheinhessen winery led by Katharina Wechsler, known for exceptional wines and commitment to organic farming.
• OddbirdminorStrategic or Co-development PartnerProducer of alcohol-free wines featured in Vin för rookies podcast episode on alcohol-free wine.
• FTI (Förpacknings & Tidnings Insamlingen)minorStrategic or Co-development PartnerPackaging and newspaper recycling organization. Enjoy Wine & Spirits visited recycling facilities as part of Bottled With Care sustainability initiative.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Accolade Wines: Global wine company owning Hardys, Banrock Station, and other brands distributed across European retail and horeca. Comparable as a producer-side counterpart whose wines flow through Swedish importer channels.
• E & J Gallo Winery: One of the world's largest wine producers with broad European distribution. Comparable as a global producer that competes for Systembolaget and horeca shelf space via Swedish importer partners.
• Concha y Toro: Latin America's largest wine producer and a major global wine group; notably the majority owner of Baron de Ley, one of Enjoy Wine & Spirits' anchor producers. Comparable as a global wine supplier whose brands are distributed in Sweden.
• Pernod Ricard: Global wine and spirits major with Nordic distribution infrastructure and premium portfolios across multiple origins. Comparable as a broad incumbent whose wine portfolio competes for Systembolaget listings and on-trade accounts in Sweden.
• Treasury Wine Estates: Global wine producer and brand owner (Penfolds, Beringer, et al.) with established distribution in European markets. Comparable as a producer whose wines are represented by importers like Enjoy Wine & Spirits in monopoly retail markets.
• Spendrups Bryggeri (wine division): Swedish family-owned beverage group with a wine and spirits import arm alongside its core brewing business. Comparable in serving both Systembolaget and the Swedish horeca channel, with broader portfolio scale.

Direct peers

• Galatea Spirits & Wine: Sweden-based importer and distributor of wines and spirits. Overlaps directly with Enjoy Wine & Spirits on the Systembolaget supplier, on-trade sales, and curated-portfolio positioning.
• Oenoforos: Swedish wine importer focused on quality producers across multiple origins, selling through Systembolaget and the restaurant channel. Closely comparable go-to-market and target customer base.
• Vingruppen i Norden: One of Sweden's other major wine and spirits importers, distributing to Systembolaget and the on-trade. Directly comparable as a Sweden-anchored B2B wine importer serving the same monopoly channel and restaurant sector.

Emerging players

• Symington Family Estates: Port and Douro wine producer with growing presence in premium Swedish on-trade and retail. Comparable as a producer whose premium wines are selectively distributed in the Swedish market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/enjoywinespirits
• Facebookfacebook.com/enjoywine.se
• LinkedInlinkedin.com/company/enjoy-wine-and-spirits
• Instagraminstagram.com/enjoywineandspirits

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Enjoy Wine and Spirits