What Vingruppen does

Vingruppen AS is Norway's largest wine importer, structured as a group of six wholly-owned subsidiary import companies — Vinordia AS, Symposium Wines AS, Heyday Wines AS, Excellars AS, Strøm AS, and Wongraven Wines — each maintaining its own producer portfolio, brand identity, and category focus. The group distributes wines across red, white, rosé, sparkling, perlante, and fortified categories from producers in France, Italy, Germany, Spain, New Zealand, South Africa, the USA, Austria, England, and Norway, including prestige names such as Louis Roederer, Robert Mondavi, Dog Point Vineyards, Domäne Wachau, Bernabeleva, and Paul Jaboulet Aîné.

The business operates through two primary go-to-market channels. The first is direct B2B sales to the Norwegian HORECA sector (hotels, restaurants, catering) via the Vectura ordering platform (vingruppen.vectura.no), supported by a named field-sales team covering geographic territories such as Oslo and Viken øst. The second is retail distribution through Vinmonopolet, Norway's state-controlled alcohol monopoly, which is the exclusive consumer off-trade channel. The group also runs recurring tasting fairs (Minimesse, Rieslingmessen, Vårsmak Hamar, Tromsø øl og vinfestival), winemaker dinners, and a 'World of Wine' editorial platform authored by in-house Masters of Wine.

Revenue is generated through markups on imported wines sold to trade and end consumers; pricing is not publicly disclosed but individual SKUs are listed at Vinmonopolet (examples include Kr. 189.90 for a Paul Jaboulet Aîné Côtes du Rhône and Kr. 759.90 for Wongraven Barolo Silver). Vingruppen is privately held, headquartered in Hagan (Destilleriveien 11), and operates as part of Anora Group PLC, sharing corporate services and Nordic distribution infrastructure with the parent. Talent density — at least four MW-qualified experts — is the most distinctive organizational feature.

Name

Vingruppen

Legal name

Vingruppen AS

Website

https://vingruppen.no

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Vingruppen AS is Norway's largest wine importer, operating six subsidiary import companies to distribute premium and fine wines to the Norwegian HORECA sector via direct B2B sales and to consumers via Vinmonopolet, under parent Anora Group PLC.

Ownership category

akta.pro rank

Product category

Wine Import and Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248)

SIC

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

akta.pro primary industry

Alcohol Importers & Brand Owners (Wholesale) (CRAOAIAB)

akta.pro secondary industry

Beverage Import/Export & Cross-Border Wholesale (AFAIAGAL)

Keywords

• Wine importation
• Wine distribution
• HORECA supply
• Premium wine portfolio
• Wine importing services

Headquarters

HQ city

Hågån

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wine Importation and Distribution: Vingruppen generates revenue as Norway's largest wine importer, operating through six subsidiary import companies (Vinordia, Symposium Wines, Heyday Wines, Excellars, Strøm, Wongraven Wines). Products are distributed through Vinmonopolet (Norwegian state alcohol monopoly) and directly to HORECA customers via the Vectura B2B ordering platform. Revenue is derived from markups on imported wines sold to trade customers and end consumers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Vingruppen is Norway's largest wine importer, importing and distributing a broad portfolio of premium and everyday wines from international producers through six specialized subsidiary companies (Vinordia AS, Symposium Wines AS, Heyday Wines AS, Excellars AS, Strøm AS, Wongraven Wines). Wines are sold to the Norwegian HORECA sector via B2B direct sales with account managers and the Vectura ordering platform, and through Vinmonopolet, the Norwegian state alcohol monopoly, for end consumers. The offering is supported by Master of Wine-qualified experts and the "World of Wine" editorial platform.

Product overview

Vingruppen is Norway's largest wine importer, consisting of six dedicated subsidiary companies — Vinordia AS, Symposium Wines AS, Heyday Wines AS, Excellars AS, Strøm AS, and Wongraven Wines — that collectively form one of the industry's largest wine portfolios. The group works with some of the world's most renowned wine producers and brands, importing and distributing wines across categories including red wine (Rødvin), white wine (Hvitvin), rosé (Rosévin), sparkling wine (Musserende), perlating wine (Perlende vin), and fortified wine (Sterkvin). Vingruppen's subsidiaries serve different segments and partner relationships within the broader portfolio, with offerings ranging from prestige Champagne and Burgundy to everyday selections, all distributed primarily through the Norwegian Vinmonopolet and Horeca channel.

Differentiator

Problem solved

Functional benefit

Products and services

• Wine Import and Distribution Portfolio Core wine import and distribution portfolio distributed across categories (red, white, rosé, sparkling, perlante, fortified) for the Norwegian HORECA sector and Vinmonopolet retail. The portfolio spans prestige Champagne and Burgundy to everyday selections from world-renowned producers.
• Vinordia AS Wine import subsidiary company within the Vingruppen group, contributing to the overall portfolio of Norwegian wine imports and led by Managing Director Julie Chéné Nyheim MW.
• Symposium Wines AS Premium and fine wine import subsidiary within the Vingruppen group, led by Wine Director Sebastian Bredal MW.
• Heyday Wines AS Wine import subsidiary within the Vingruppen group, founded by Aina Mee Myhre MW.
• Excellars AS Wine import subsidiary within the Vingruppen group, with Line Bergh Johansen as Portfolio Manager and Viktoria Stang as Brand Manager.
• Strøm AS Wine import subsidiary within the Vingruppen group, with Marianne Ekfelt Turpin serving as Portfolio Manager.
• Wongraven Wines Premium wine import subsidiary within the Vingruppen group, founded by Sigurd Wongraven (frontman of Satyricon). The portfolio includes Piemonte wines, Champagne, and German Riesling under the Morgenstern label, with portfolio managed by Heidi Iren Hansen Vestvik MW.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

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 core.

• Vinordia AScoreOthersVinordia AS is one of the six subsidiary companies that make up Vingruppen. It operates as a dedicated wine import company within the Vingruppen group, contributing to the overall portfolio of Norwegian wine imports.
• Symposium Wines AScoreOthersSymposium Wines AS is one of the six subsidiary companies that make up Vingruppen. It is led by Sebastian Bredal MW (Wine Director of Vingruppen) and specializes in premium and fine wine importation.
• Heyday Wines AScoreOthersHeyday Wines AS is one of the six subsidiary companies that make up Vingruppen. Founded by Aina Mee Myhre MW, it operates as a dedicated wine import company within the Vingruppen group.
• Excellars AScoreOthersExcellars AS is one of the six subsidiary companies that make up Vingruppen, operating as a dedicated wine import company within the group.
• Strøm AScoreOthersStrøm AS is one of the six subsidiary companies that make up Vingruppen, operating as a dedicated wine import company within the group. Marianne Ekfelt Turpin serves as Portfolio Manager for Strøm.
• Wongraven WinescoreOthersWongraven Wines is one of the six subsidiary companies that make up Vingruppen. Founded by Sigurd Wongraven (frontman of Satyricon), the company imports premium wines from Piemonte, Champagne, Pfalz, and Norway. Heidi Iren Hansen Vestvik MW manages the portfolio.
• Anora Group PLCcoreStrategic or Co-development PartnerVingruppen is part of the Anora Group PLC, a major Nordic alcoholic beverage company. Anora serves as the parent company, providing shared services including IT, HR, and corporate infrastructure. Vingruppen's LinkedIn presence is connected to Anora Group PLC, and key personnel email addresses reference @anora.com domains for some team members.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Arcus Wine Brands: Norwegian wine importer and sister entity within Anora Group PLC. Closest comparable in portfolio breadth, HORECA coverage and producer relationships, even though it operates within the same parent group.
• Altia: Nordic wine and spirits distributor historically operating in Finland and the Baltics, now part of Anora Group. Comparable as a Nordic wine wholesaler with parallel B2B distribution model and overlapping producer rosters.
• Moestue & Co: Long-established Norwegian wine importer distributing premium international producers to HORECA and Vinmonopolet. Directly comparable to Vingruppen in target customers, channel mix (HORECA + Vinmonopolet), and B2B service model.

Broad incumbents

• Pernod Ricard: Global wines-and-spirits major with Norwegian distribution. Comparable as a competing HORECA/Vinmonopolet supplier with dedicated Nordic account teams and premium portfolios.
• E. & J. Gallo Winery: World's largest family-owned winery with broad Norwegian distribution. Comparable as a high-volume competing supplier chasing HORECA and Vinmonopolet shelf space with multi-brand portfolios.
• Treasury Wine Estates: Global wine producer (Penfolds, Wolf Blass, Beringer, etc.) with its own Nordic market sales force serving Vinmonopolet and HORECA. Comparable as a competing supplier on Norwegian listings rather than as a like-for-like importer.
• Brown-Forman: US-listed spirits and wine group with Nordic market presence. Comparable as a competing multinational supplier leveraging local sales teams to win HORECA and monopoly listings in Norway.
• Bibendum: UK-based premium wine importer/distributor serving on-trade and independent retail. Comparable as a specialist premium wine distributor with similar producer portfolio philosophy, though operating in a different market structure.

Regional players

• Skandinaviska Dryckesystem: Swedish-based wine and beverage distributor serving Systembolaget and HORECA. Comparable as a Nordic wine importer with similar off-trade monopoly dependency, though operating in a different geography.
• Kavanti: Finnish wine and beverage importer serving Alko and HORECA. Comparable as a Nordic wine importer navigating a state monopoly channel, although its primary geography is Finland.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/410955642407868
• LinkedInlinkedin.com/company/vingruppen-as
• Instagraminstagram.com/vingruppen_norge

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries6 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 Vingruppen