What Divine AB does

Divine AB is a privately held Swedish wine importer and distributor founded in 1999, headquartered at Birger Jarlsgatan 58 in Stockholm. The company curates a portfolio of 100+ producers across ten countries including the USA, France, Spain, Italy, Austria, New Zealand, Australia, South Africa, Portugal, and Argentina, with a stated focus on organic, biodynamic, and natural wines from producers who emphasize terroir and environmental stewardship. The portfolio spans red, white, sparkling wines, and a small selection of spirits (Cognac Frapin, Cobalte Vodka), with retail price points ranging from approximately 100 SEK to 4,000+ SEK per bottle.

Divine operates through three distribution channels: (1) Systembolaget, Sweden's state alcohol retail monopoly, where Divine holds listings in both the fixed assortment and temporary listings; (2) a HORECA sales team with field representatives covering Stockholm/Norrland and Southern Sweden, supplying restaurants, hotels, and bars with case-size orders (6 or 12 bottles) subject to a 5,000 SEK free-shipping threshold; and (3) direct-to-consumer via the Divine Club wine membership program for consumers aged 25+. Logistics are outsourced to Skanlog AB and sample transport to Förlängda Armen, while the company holds organic-handling certification (HS Certifiering, SE-EKO-04) and is a member of Dryckesbranschens Klimatinitiativ (DKI), the industry climate coalition targeting zero climate impact by 2045.

The business model is conventional import-and-distribution margin economics — revenue is generated on the spread between producer pricing and resale to Systembolaget and HORECA accounts. The firm is founder-led, with Lena Eklöf Nordgren as Founding Partner and Johan Adlén as CEO, supported by a six-person team covering sales, product management, fine wine, marketing, finance, and logistics. No external funding rounds, parent company, or institutional ownership is disclosed; operations are entirely Sweden-based with no stated global footprint.

Name

Divine AB

Legal name

Divine AB

Website

https://divine.se

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Divine AB is a Stockholm-based wine importer and distributor founded in 1999, curating 100+ organic and biodynamic producers from ten countries for sale through Systembolaget, Swedish restaurants, and its Divine Club membership.

Ownership category

akta.pro rank

Product category

Wine Import and Distribution

NAICS

Beer, Wine, and Liquor Retailers (445320), Beer, Wine, and Liquor Retailers (4453)

SIC

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

akta.pro primary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

akta.pro secondary industries

Fine Wine & Luxury Spirits Retail (CRANABAE), Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)

Keywords

• Wine import
• Wine distribution
• HORECA supply
• Wine club membership
• Organic wine certification

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, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Wine Import and Distribution: Divine imports wines from producers worldwide and distributes them to Systembolaget (Swedish retail monopoly) and restaurants. Revenue comes from the margin between import prices and sales to retailers/restaurants.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Divine AB is a Swedish wine importer and distributor that sources wines from more than 100 producers worldwide and supplies them to Systembolaget (the Swedish state retail monopoly) as well as to restaurants (HORECA). The company also runs the Divine Club wine club membership and hosts wine tasting events, with a portion of its portfolio certified for organic wine import.

Product overview

Divine AB is a Swedish wine importer founded in 1999, originally specializing in American wines and now offering a diverse portfolio from producers worldwide including France, Spain, Italy, USA, Argentina, South Africa, New Zealand, Austria, Australia, and Portugal. The core product offering consists of imported wines distributed through Systembolaget (consumer market) and restaurants (HORECA channel). The portfolio includes red wines (e.g., Bogle Old Vine Zinfandel, Alpamanta Malbec EKO, Terres Dorées Beaujolais L'Ancien), white wines (e.g., Capensis Silene Chardonnay, Gassier Les Cistes Chardonnay PET, Trimbach Riesling), and sparkling wines (e.g., Gosset Grande Réserve Champagne). The company also operates Divine Club membership program and hosts wine tasting events. Divine focuses on organic, biodynamic, and sustainable producers, with wines from over 100 producers including Alpamanta Winery, Trimbach, Bogle Vineyards, Domaine de la Mordorée, and Pazo do Mar.

Differentiator

Problem solved

Functional benefit

Products and services

• Wine Import and Distribution

Quantifiable outcome

• Serving the Swedish market since 1999 with focus on quality and sustainability

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Skanlog ABcoreOthersLogistics partner handling distribution of Divine's wines. Customer receives delivery according to Divine's agreement with Skanlog regarding delivery and lead times. They handle geographic transport planning and consolidation for efficient deliveries.
• Mailchimp (The Rocket Science Group)minorGTM or Marketing PartnerThird-party provider for storing and sending newsletters and event communications. Divine has a data processing agreement with them ensuring GDPR-compliant storage.
• SystembolagetcoreChannel Partner/ Reseller/ DistributorPrimary retail distribution partner for Divine's wines in Sweden. Divine is a supplier to Systembolaget's fixed and temporary assortment.
• Dryckesbranschens Klimatinitiativ (DKI)coreStrategic or Co-development PartnerIndustry initiative for climate action in the beverage sector, working with Systembolaget, SVL, and Sveriges Bryggerier to measure CO2 footprint and reduce climate impact. Vision: A beverage industry without climate impact by 2045.
• Förlängda ArmenminorOthersCourier service for product samples, certified in quality and environmental management (ISO 9001 and ISO 14001). Used for transport of wine samples to restaurants and customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Skurnik Wines: Skurnik Wines is a US-based family-owned importer of fine wines from family estates across Europe and the Americas, focused on restaurant distribution. Comparable to Divine's family-owned, producer-curated importer model.
• Polaner Selections: Polaner Selections is a US wine importer specializing in family-owned estates, distributing to fine-dining restaurants and specialty retailers. Comparable to Divine for its emphasis on terroir-driven family producers and on-premise focus.
• Bibendum Wine: Bibendum is a UK-based wine importer and distributor supplying restaurants, independent retailers, and consumers with a curated portfolio of premium producers. It is the closest functional analog to Divine's importer + HORECA + subscription model in another European market.
• Hallgarten & Novum Wines: Hallgarten & Novum is one of the UK's leading specialist wine importers, supplying restaurants and independent retailers with a broad, curated portfolio. Comparable to Divine for portfolio breadth and HORECA-led distribution.
• Liberty Wines: Liberty Wines is a UK specialist wine importer focused on family-owned and sustainable producers, distributing to on-trade and off-trade. Comparable to Divine for its curation of artisan, terroir-driven producers and on-premise focus.
• Kermit Lynch Wine Merchant: Kermit Lynch is a US importer/distributor renowned for artisanal French and Italian wines sold to restaurants and consumers. Comparable to Divine's curatorial, producer-relationship-led approach and restaurant channel emphasis.

Regional players

• Eurovintage: Eurovintage is a Canadian specialty wine importer distributing to provincial liquor boards and restaurants, with a similar focus on premium family estates. Comparable to Divine for the model of supplying state-controlled retail plus HORECA in a single country.
• Negociants Australia: Negociants Australia is an importer and distributor of premium international wines serving the Australian on-premise and retail channels. Comparable to Divine's premium-producer curation and HORECA-driven go-to-market, but in a different geography.

Broad incumbents

• Treasury Wine Estates: Treasury Wine Estates is one of the world's largest wine companies, owning and distributing a broad portfolio of brands globally. Relevant as a broad incumbent in the premium wine distribution space that competes with specialist importers for shelf space and HORECA listings.

Others

• Vinmonopolet (Norway): Vinmonopolet is Norway's state alcohol retail monopoly, structurally analogous to Sweden's Systembolaget. Relevant as the most direct cross-border channel partner/peer entity to Divine's primary distribution model in any Nordic expansion scenario.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Divinewinesweden
• Instagraminstagram.com/divinesweden
• LinkedInlinkedin.com/company/divine-sweden

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Divine AB