Giertz Vinimport

What Giertz Vinimport does

Giertz Vinimport AB is a Stockholm-based wine importer and distributor founded in 1982 by Martin and Sara Giertz. The company sources wines from a broad international producer base spanning Argentina, France, Italy, Portugal, Bulgaria, Chile, Australia, South Africa, Germany, and Spain, and sells primarily through Systembolaget, Sweden's government-run alcohol monopoly, supplemented by direct sales to restaurants and Swedish wholesalers. With an 11% share of the Swedish wine import market, Giertz is positioned as the country's leading wine importer and holds a particularly strong position in organic, Fairtrade, and sustainability-certified wines, including Sweden's leading Fairtrade wine portfolio via its 2004 partnership with Argentina's La Riojana Cooperative.

The company's commercial engine is a portfolio-based import and distribution model rather than a technology product. It monetizes by purchasing wines from producers and reselling them through Systembolaget listings (with a typical unit-pricing model across a range from approximately SEK 39 entry-level to SEK 2,599 premium formats), restaurant/horeca accounts, and wholesale partners. Giertz is a founding member of VIVA Wine Group, a strategic operating parent that centralizes functions such as sustainability reporting, recruitment, finance, and logistics, and which the company uses as a vehicle to expand across Nordic alcohol monopolies and European e-commerce.

Customer engagement is driven by brand development, marketing channels including Instagram, Facebook, LinkedIn, and the Viva Vin & Mat wine and food club newsletter, and producer-led storytelling. The company invests in sustainability commitments (climate-neutral by 2045 via Dryckesbranschens Klimatinitiativ) and ethical supply chain compliance (Amfori BSCI, SVL guidelines), and was first in Sweden to integrate with Bower's deposit-return app. There are no proprietary AI/ML systems, APIs, or technology platforms disclosed — Giertz competes on relationships, regulatory navigation, and portfolio curation rather than software.

Name

Giertz Vinimport

Legal name

Giertz Vinimport AB

Website

https://giertz.se

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

Giertz Vinimport is a Stockholm-based wine importer and distributor founded in 1982, holding an 11% share of Sweden's wine import market. It sources wines from international producers and sells primarily through Systembolaget, Sweden's government alcohol monopoly, plus restaurants and wholesalers, as part of VIVA Wine Group.

Ownership category

akta.pro rank

Product category

Wine Import and Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820)

SIC

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

akta.pro primary industry

Craft & Specialty Beverage Wholesale (Local/Artisanal) (AFAIAGAH)

Keywords

• Wine import distribution
• Wine wholesale services
• Organic wine sourcing
• Fairtrade wine supply
• Beverage distribution services

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wine Import and Distribution: Import and distribution of wines from international producers to Swedish market through Systembolaget monopoly, restaurants, and wholesalers

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Giertz Vinimport is a wine importer and distributor that sources wines from international producers and brings them to the Swedish market through Systembolaget, restaurants, and wholesalers. The company manages a portfolio of wines including organic, Fairtrade, and conventional ranges, with strong emphasis on sustainability-certified products and long-term producer partnerships.

Product overview

Giertz Vinimport is Sweden's leading wine importer with 11% market share, founded in 1982. The company operates as a portfolio-based wine importer and distributor rather than a technology product company. Their offering consists of wines from numerous international producers across multiple countries including Argentina (La Riojana, Ecologica Fairtrade series), France (Louis Bouillot sparkling wines, Joseph Pellerin Rhône wines, Bonpas estate wines), Italy (Pizzolato organic/alcohol-free), Portugal (Casa Santos Lima, Pitch), Bulgaria (LEVA Foundation wines), Chile, Australia, South Africa, Germany, and Spain. Products span wine categories including still wines (red, white, rosé), sparkling wines (Crémant, Prosecco), organic, Fairtrade, and alcohol-free options. Distribution focuses primarily through Systembolaget with sustainability certifications including organic, Fairtrade, Fair for Life, and Amfori BSCI compliance.

Differentiator

Problem solved

Functional benefit

Brands

• Viva Vin & Mat: A wine and food club that provides tips on beverage news, seasonal recipes, and inspiration, in collaboration with notable Swedish chefs.

Products and services

• Ecologica by La Riojana Cooperative Fairtrade and organic certified wine series from La Riojana Cooperative in Argentina, distributed in Sweden through Systembolaget.
• Louis Bouillot Crémant de Bourgogne

Quantifiable outcome

• 11% market share in Swedish wine import market
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• Dryckesbranschens Klimatinitiativ (Drinks Industry Climate Initiative)minorOthers · 1 January 2017Industry initiative with vision of a drinks industry without climate impact, aligned with Swedish climate goals. Viva Wine Group committed to being climate neutral by 2045.
• La Riojana CooperativecoreStrategic or Co-development Partner · 1 January 2004Long-standing partnership since 2004 (Fairtrade certification in 2006). Includes joint company for European/UK operations, financial support through pre-payments and vintage loans, brand development, and co-marketing. La Riojana is world's largest producer of Fairtrade wine and Argentina's leading producer of Fairtrade, organic and biodynamic wines. Partnership has made Giertz Sweden's leading importer of Fairtrade-certified wines.
• VIVA Wine GroupcoreStrategic or Co-development PartnerParent company. Giertz Vinimport is a founding member of VIVA Wine Group, which provides shared services, group resources, and enables expansion across Nordic monopolies and e-commerce in mainland Europe. Viva Wine Group handles sustainability reporting, recruitment, and other group functions.
• Viva Vin & MatminorGTM or Marketing PartnerWine and food club that provides recipes, wine tips, and inspiration. Collaborates with Swedish chefs (Tina Nordström, Louise Johansson, Mattias Larsson) to present recipes and wine recommendations. Newsletter-based marketing channel.
• Amfori BSCIminorOthersCode of conduct primarily aimed at ensuring and strengthening workers' conditions in global supply chains, based on UN Declaration of Human Rights and ILO conventions. Giertz requires compliance from all producers and subcontractors.
• Sprit- och vinleverantörers förening (SVL)minorOthersIndustry association for spirits and wine suppliers in Sweden. Giertz follows SVL's guidelines for marketing of alcoholic beverages and good business practices.
• LEVA FoundationminorStrategic or Co-development PartnerBulgarian foundation facilitating integration of Roma in Bulgarian society through cultural projects, education support, and wine-making skills development.

Scale indicators6 records

Recent moves7 records

Expansion highlights2 records

Broad incumbents

• Arcus: Nordic alcoholic beverage group with wine and spirits distribution across Norway and Sweden. Comparable as a broader Nordic importer-distributor, though it spans multiple categories beyond wine.
• Treasury Wine Estates: Global wine producer with brands across multiple price tiers and origins. Comparable as a wine supplier competing for the same shelf space at Systembolaget and similar monopolies, but at vastly larger scale.
• Concha y Toro: Chilean-origin global wine group with extensive international distribution. Comparable as a major competing supplier, particularly in the South American origin category where Giertz sources La Riojana.
• Accolade Wines: Global wine producer and distributor with broad multi-origin portfolio. Comparable as a competing supplier for Systembolaget listings and similar Nordic channels.
• Pernod Ricard: Global wine and spirits conglomerate with major wine brands (e.g., Campo Viejo, Jacob's Creek). Comparable as a multinational wine supplier with competing portfolio offerings in the Swedish market.

Direct peers

• Selected Wine Partners: Sweden-based wine importer supplying Systembolaget with multi-country portfolios. Directly comparable to Giertz as a Swedish monopoly-focused wine importer serving the same primary customer and category.
• Hallgarten Druitt & Novum Wines: UK specialist wine importer representing family-owned estates across multiple countries. Directly comparable as a portfolio importer/distributor serving on-trade and retail channels.
• Bibendum: UK-based wine importer and distributor with a curated portfolio of family-owned producers across multiple origins. Comparable model of portfolio-led wine distribution to trade and retail channels.
• Vingruppen: Swedish wine importer with Systembolaget exposure and a curated international portfolio. Closely comparable business model (importer-distributor to Swedish monopoly and HoReCa).

Regional players

• Oenoforos: Norway-based wine importer supplying Vinmonopolet with an international producer portfolio. Comparable Nordic monopoly-focused importer model, but operating in Norway rather than Sweden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GiertzVinimport
• LinkedInlinkedin.com/company/giertz-vinimport-ab
• Instagraminstagram.com/giertz.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Giertz Vinimport