What Iconic Wines does

Iconic Wines is a Stockholm-based wine brand developer and importer founded in 2015, operating with a team of approximately 8 employees. The company creates proprietary wine blends and labels in close collaboration with a global network of selected producers across more than 15 countries, including Italy, Portugal, Spain, France, Australia, South Africa, Austria, Germany, and Romania. Its portfolio spans established sub-brands such as Viva Valentina (celebrating 10 years on the Swedish market in 2025), the Fairtrade-certified HOPE series, and Alto Pina, alongside a wider assortment of regional and varietal wines priced from approximately 49 kr to 599 kr.

The company's core capability lies in curating and co-developing wines tailored for Scandinavian palates, including sustainable packaging formats (PET bottles, bag-in-box, and tetra packs). Products are sold exclusively through Systembolaget, the Swedish government-owned alcohol retail monopoly, both in physical stores and via its online ordering system. Marketing is driven through content (website, social channels) and the Viva Vin & Mat wine and food club, with producer stories and certifications (organic, Fairtrade, Fair for Life) forming key differentiators.

Iconic Wines generates revenue through unit-pricing sales of proprietary and distributed wine labels through Systembolaget. The company has received multiple industry recognitions, including Gilbert & Gaillard Double Gold and 91-point scores for Sassa Toscana (2026) and a Gold Medal for Art of the Refill Grüner Veltliner (2026), as well as a CWSA Best Value Gold award. Strategic partnerships with producers such as Du Toitskloof (Hope series with mobile library initiative) and Wildhood Foundation (Land of Wonders Syrah) embed social impact and sustainability narratives into the product offering.

Name

Iconic Wines

Legal name

Iconic Wines

Website

https://iconicwines.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Iconic Wines is a Stockholm-based wine brand developer and importer that creates proprietary wine labels in collaboration with global producers, selling exclusively through Sweden's Systembolaget retail monopoly across 40+ SKUs from 49 kr to 599 kr.

Ownership category

akta.pro rank

Product category

Wine Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

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

akta.pro primary industry

Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

akta.pro secondary industry

Wine Production & Winemaking (AFAFAAAB)

Keywords

• Wine brand development
• Wine importing
• Proprietary wine labels
• Scandinavian wine distribution
• Private label wines

Headquarters

HQ city

Sweden

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Wine Sales through Systembolaget: Iconic Wines generates revenue by importing and selling proprietary wine brands through Systembolaget's retail network in Sweden. The company develops its own wine labels in partnership with producers worldwide, then distributes through Systembolaget's physical stores and online ordering system.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Iconic Wines develops and imports proprietary wine brands created in close collaboration with carefully selected producers across Italy, Portugal, Spain, France, Australia, South Africa, Austria, Germany, and Romania. The company sells a diverse portfolio of red, white, rosé, sparkling, and orange wines exclusively through Systembolaget's physical stores and online ordering system in Sweden. Products are positioned across entry-level, mid-range, and premium price tiers (49-599 SEK) and offered in bottles, bag-in-box, PET bottles, and tetra packaging formats, with several wines carrying organic, Fairtrade, or Fair for Life certifications.

Product overview

Iconic Wines is a Scandinavian wine portfolio company representing one of the most dynamic portfolios of both traditional and modern wines from around the world. Founded in 2015, the company creates its own wines in close collaboration with carefully selected producers worldwide. The product offering includes wines from multiple brands and regions including the Viva Valentina series (sparkling, rosé, Sangiovese, Pinot Grigio, and il Classico), Hope series (Chardonnay Reserve, Chenin Blanc, Pinot Grigio, Shiraz Reserve, Grand Reserve), the Art of the Refill Grüner Veltliner, Sassa Toscana, Quint do Paral, Gran Bodega, Massimo wines, various Italian regional wines (Barolo, Valpolicella Ripasso, Barbera, Nebbiolo, Amarone, Prosecco, Timorasso), Portuguese wines, Spanish Riojas, French wines, Austrian wines, German Pinot Noir, South African Fairtrade wines, Australian wines, and Romanian wines. Products are available in various formats including bottles, bag-in-box, PET bottles, and tetra packs. Several wines carry organic certification, Fairtrade certification, or Fair for Life certification.

Differentiator

Problem solved

Functional benefit

Brands

• HOPE: A wine series created in collaboration with selected vineyards in Australia & South Africa. Includes Hope Chardonnay Reserve, Hope Chenin Blanc, Hope Pinot Grigio, Hope Shiraz Reserve, Hope Grand Reserve.
• Viva Valentina
• Alto Pina

Products and services

• Viva Valentina Blanc de Blancs Sparkling white wine from Italy, priced at 99 kr. The first bubbles in the Viva Valentina series celebrating 10 years on the Swedish market, featuring a deep blue velvet label and made from grapes from Italy's most prestigious vineyards.
• Sassa Toscana Affordable red wine from Tuscany, Italy with a unique linen-covered label. Made from 80% Sangiovese and 20% Merlot, vintage 2024. Awarded Double Gold at Gilbert & Gaillard International Challenge 2026 with 91 points.
• Art of the Refill Grüner Veltliner White wine from Niederösterreich, Austria, vintage 2025. Made from 100% Grüner Veltliner grapes. The successful Copenhagen wine now available in Sweden, featuring Austrian freshness with modern energy.
• Gran Bodega (4.5L Box) Perfect tapas wine from Spain. Full-bodied and balanced red wine with notes of red berries, forest berries, herbs, and vanilla. Available in 1-liter PET bottle and 4.5L box offering 50% more wine than a standard 3-liter box.
• Viva Valentina Il Classico Organic and elegant red wine from Sicily, Italy. Full-bodied organic wine with notes of dried fruit, chocolate and vanilla. Made from 80% Nero d'Avola and 20% Merlot.
• Massimo Rosso Organic Organic Italian red wine in a generous 1-liter bottle. Fruity wine with notes of oak, forest berries, spices, vanilla, and chocolate.
• Grand Roc Mont Blanc (Box) White wine in box inspired by Europe's majestic mountain peaks. Fresh and crispy profile capturing the height of European wine traditions.
• Hope Wine Series (Fairtrade) Wine series created in collaboration with selected vineyards in Australia and South Africa. Includes Hope Chardonnay Reserve, Hope Chenin Blanc, Hope Pinot Grigio, Hope Shiraz Reserve, and Hope Grand Reserve. All wines carry Fairtrade certification and support social initiatives like Hope - The Mobile Library visiting 9 schools in South Africa.
• Viva Valentina Wine Series Popular Italian wine series with signature velvet labels, including Viva Valentina Blanc de Blancs (sparkling), Viva Valentina Sangiovese (red), Viva Valentina Pinot Grigio (white), Viva Valentina Rosé Organic (rosé), and Viva Valentina Il Classico (red). Celebrating 10 years on the Swedish market in 2025.
• Quinta do Paral White wine from Alentejo, Portugal, vintage 2024, priced at 129 kr. A wine with history and terroir from sunny Alentejo featuring notes of yellow apples, apricot, and passion fruit with elegant oak character.
• Barolo Riserva Le Colline Premium Barolo Riserva red wine from Le Colline, Italy, priced at 249 kr.
• The Winner Gold Edition Award-winning sparkling wine from Italy available at 79 kr.
• Boss Piemonte Appassimento Premium Italian red wine from Piedmont at 95 kr.
• Maggio Piemonte Rosso Full-bodied, fruity and balanced red wine from Piedmont, Italy. A SuperPiemonte blend of Barbera, Dolcetto, Merlot, Syrah and Cabernet Sauvignon. Awarded 91 points from Gilbert & Gaillard 2024 and recognized as Prisvärd (good value) by Vinexperterna.
• Alto Pina Reserva Barrel-aged Reserva from Portugal. Full-bodied and flavorful red wine from Península de Setúbal made from castelão, aragonez and touriga nacional grapes.
• Mont Blanc White Wine White wine in box inspired by Europe's majestic mountain peaks. Fresh and crispy profile capturing the height of European wine traditions.
• Le Petit Perle Grenache Fruity and charming red wine from southern France. 90% Grenache and 10% Merlot, launched in Systembolaget's regular range June 2, 2025. Priced at 49 kr.
• Herdade dos Lagos Carapeto Powerful red wine from Alentejo, Portugal. Blended from tinta caiada, petit syrah, syrah, alicante bouschet and touriga nacional. Aged 8 months. Vegan-friendly from organically-farmed estate with WASP sustainability certification.
• Land of Wonders Syrah Fruity and spicy 100% Syrah red wine from South Africa with notes of dark cherries, blackberries, violet, licorice and chocolate. For each bottle sold, 10 kr is donated to Wildhood Foundation for protection of endangered wildlife species and wilderness areas in southern Africa.
• Delacoste Organic Brut Elegant organic Champagne available through Systembolaget's order range. Bubbling pearl from the heart of Champagne with classic taste experience and modern elegance.
• Della Vite Prosecco Superiore Extra Dry Award-winning gold-winning Prosecco from Valdobbiadene. Created by sisters Chloe, Poppy & Cara Delevingne with a third-generation wine family.
• Snapper Fisherman's Choice White wine from Romania's fertile wine regions. Blend of Sauvignon Blanc and Fetească Regală grapes, perfect for fish and seafood. Awarded PRISVÄRD by Allt om Vin in 2024.
• Timorasso Derthona La Zerba Italian white wine made from the ancient Timorasso grape, nicknamed 'the white Barolo'. From Colli Tortonesi DOC in Piedmont, Italy. Priced at 219 kr.
• Antiche Terre Venete Valpolicella Ripasso Charming and fruity Ripasso from Valpolicella. Full of spicy notes and developed oak taste with notes of cherries, rosemary, and vanilla.
• Le Ville di Antanè Valpolicella Ripasso Superiore Spicy wine from Valpolicella, Italy. Complex aromatic profile with notes of oak, dark cherries, cinnamon, ripe strawberries, and plum.
• Massimo Grande Rosso (4.5L Box) Italian red wine in 4.5L box. Excellent choice for those looking for a typical Italian wine with the little (big) extra.
• Le Grand Blanc (4.5L Box) Sweden's largest white wine box. Classic, fresh and easy-drinking white wine from France. 4.5 liters for 299 kr.
• Call it a Day Crisp & Classic Systembolaget's only white Fair-for-Life certified wine box from South Africa. Blend of Chenin Blanc, Clairette Blanc and Grenache Blanc from Coastal Region.
• Le Petit Perle Blanc French elegance in white. Elegant oak-aged cuvée of Viognier, Sauvignon Blanc and Grenache Blanc from Cévennes in Languedoc-Roussillon.
• Dandy Reserve Full-bodied and complex red wine from South Africa. Elegant wine with generous fruit and distinct oak character. Awarded Topprankad from Vinexperterna.
• Wolfgang Grüner Veltliner Value-for-money Austrian white wine. Crisp, classic and qualitative wine made from Austria's national grape Grüner Veltliner in a 1-liter bottle.
• Merci Chardonnay French white wine in the portfolio from Languedoc-Roussillon.
• The Stag Full-bodied red wine from Averesti, Romania. Blend of Fetească Neagră and Cabernet Sauvignon with notes of blackcurrant, plum, blueberry, vanilla, chocolate, and licorice. Awarded Prisvärd by Dina Viner Professional Edition Nr 33 2025.
• Revenge of The Little Pig German Pinot Noir from Pfalz. Medium-bodied with notes of dark cherries, forest berries, spices and herbs.
• La Vecchia Via Barbera Vintage Barbera wine from Piedmont. 'The Old Way' - a tribute to genuine craftsmanship and wine traditions of Piedmont.
• Petite Orange Flavorful and full-bodied orange wine from Alsace, France. Made from 100% Pinot Gris.
• Cuvée la Mer Rosé Pearl-shimmering rosé from southern France. Made from 100% Pinot Noir in classic Provence style with notes of sun-ripened strawberries, forest berries, and white peach.
• Le Terroir Roc de Belame The ultimate French red wine in box. Outstanding blend of Syrah, Grenache and Mourvèdre creating a southern French classic.
• Impressivo (1L PET) Full-bodied and impressive red wine from Portugal. Classic Portuguese blend in a 1-liter PET bottle with lower carbon footprint.
• VINO Happy Go Lucky Fruit-forward Portuguese wine from Alentejano in a 1-liter carton. Blend of Touriga Nacional, Tinta Roriz, and Syrah.
• Bodega Dorado 2011 Vintage wine from Rioja, Spain. Classic Rioja in top form, made from 100% Tempranillo, offering maturity, depth and elegance.
• Boira' Sangiovese Organic red wine from Marche, Italy. Classic Sangiovese wine from the heart of Italy by family producer Cantine Volpi.
• Bello (1L Tetra) Full-bodied and fruity organic Italian red wine in a 1-liter tetra pack with lower carbon footprint.
• Capitano Rosso 100% Italian red wine made from Sangiovese. Elegant, round and well-balanced with fruity notes and oak character.
• Valpolicella Ripasso Mezzo Monte Organic red wine from Valpolicella, Italy. Full-bodied with generous spicy notes with notes of oak, cherries, cinnamon, and vanilla.

Quantifiable outcome

• Double Gold award at Gilbert & Gaillard International Challenge 2026 for Sassa Toscana
• +1 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Wildhood FoundationcoreStrategic or Co-development Partner · 1 January 2023Iconic Wines partners with Wildhood Foundation for the Land of Wonders Syrah wine. For each bottle sold, 10 kr is donated to Wildhood Foundation for protection of endangered wildlife species and wilderness areas in southern Africa. This social impact partnership supports wildlife conservation while selling South African wine.
• Du Toitskloof WinescoreStrategic or Co-development PartnerIconic Wines partners with South African winery Du Toitskloof for the Hope wine series. The partnership includes Fairtrade certification and social initiatives like Hope - The Mobile Library, a rolling library visiting 9 schools in Rawsonville, Goudini and Worcester.
• Quinta do ParalminorStrategic or Co-development PartnerFamily-owned winery in Vidigueira, Alentejo, founded 2017 by entrepreneur Dieter Morszeck in collaboration with winemaker Luís Morgado Leão. The 85-hectare estate focuses on sustainable production with respect for local culture and tradition.
• Herdade dos LagosminorStrategic or Co-development PartnerGerman-Portuguese family-run estate in Alentejo, managed by the Kreikenbaum family. 30 hectares of vineyards with organic farming for over 40 years. Also operates a bird reserve and olive groves. Has WASP sustainability certification.
• Vinko (Vinihold)minorStrategic or Co-development PartnerVinihold platform launched in 2008 by 14th generation winemakers Fernando and Álvaro van Zeller, featuring a portfolio of 400 wines from Portugal's best winemakers. Iconic Wines distributes wines from this platform.
• Peter MertesminorStrategic or Co-development PartnerGermany's leading winery founded in 1924 by master winemaker Peter Mertes in Minheim at Mosel. With around 400 employees, the company creates wines for international trade with vision 'good wine for everyone'. Works with Art of the Refill brand.
• Casa de Vila VerdeminorStrategic or Co-development PartnerFamily-owned winery in northern Portugal with generations of passion for wine. Surrounded by beautiful vineyards and historic grounds, they cultivate both blue and green grape varieties with respect for land and craft.
• Vignobles de CicéronminorStrategic or Co-development PartnerLocated on historic Roman villa grounds in Languedoc, southern France. The vineyard was replanted in 2000 and is now fully organically farmed. Known for innovative approach and future-oriented design, representing wine production in a changing climate.
• LeeuwenkuilminorStrategic or Co-development PartnerSouth African estate with origins in early 1700s, owned by the Dreyer family since 1851. Expanded vineyards from 45 to 1200 hectares over 30 years. Known for quality and sustainability commitment with Fair for Life certification.
• Cantine VolpiminorStrategic or Co-development PartnerLocated in Tortona in Piemonte, Italy. Family has made wine since 1914 with 5 generations of experience. Early adopters of organic viticulture, converting vineyards during the 1990s. Also sources wines from Marche, Sicily, and Asti.
• DezzaniminorStrategic or Co-development PartnerHistoric Italian producer founded in 1934 in Cocconato, Piemonte by Luigi Dezzani. Grew to prominence under son Romolo during the 1970s. Now operated by the Rocca family, fifth generation of wine professionals.
• Antiche Terre VeneteminorStrategic or Co-development PartnerWinery with roots in early 1900s when Vittorio Sancassani began cultivating vineyards and olive trees in Valpantena near Verona. 50 hectares focusing on traditional Veneto grape varieties including corvina, rondinella, and corvinone.
• Le Ville di AntanèminorStrategic or Co-development PartnerWinery in Valpolicella Valley, Veneto, continuing the winemaking tradition started by Vittorio Sancassani. Specializes in Ripasso and Valpolicella wines from traditional grape varieties.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Concha y Toro: Chilean wine producer with a portfolio of owned and partner-developed brands (Casillero del Diablo, Trivento, Cono Sur) distributed across 140+ markets. Closely comparable multi-brand, multi-origin wine model targeting everyday-to-premium price tiers.
• E. & J. Gallo Winery: World's largest family-owned winery and a major private-label wine producer for retailers globally. Comparable proprietary-brand/private-label portfolio model with deep multi-region sourcing, though at vastly larger scale.
• Schenk Group: Swiss family-owned wine group managing multiple wineries across Europe and developing proprietary wine brands for retail chains. Comparable in being a multi-country producer-owned portfolio operator with brand-development capability.
• The Wine Group: US private-label and branded wine company producing exclusive labels for retailers alongside owned brands (Franzia, Cupcake). Highly comparable exclusive-brand model built on long-standing producer partnerships.
• Accolade Wines: Australia/UK-headquartered multi-brand wine portfolio company owning Hardys, Banfi and other proprietary labels globally. Comparable in managing a large multi-origin wine brand portfolio with broad price-tier coverage, but at significantly greater scale.
• Origin Wine Group: South Africa-based global private label and exclusive wine brand developer that supplies retailer-exclusive wines to Systembolaget and other global chains. Highly comparable to Iconic Wines' proprietary blend co-development model, multi-country producer network, and wine-club/channel reach.
• Miguel Torres: Family-owned Spanish/Chilean wine producer with a portfolio of region-specific brands (Torres, Santa Digna, Cordillera) distributed across European retail and on-trade. Comparable multi-region proprietary brand model with sustainability emphasis.

Broad incumbents

• Pernod Ricard: Global spirits and wine major (Jameson, Absolut, Jacob's Creek, Brancott) with extensive Scandinavian distribution. Comparable in operating across monopolies and owning proprietary wine brands, but as a diversified multinational incumbent.
• Treasury Wine Estates: Global wine owner (Penfolds, Wolf Blass, Beringer, 19 Crimes) distributing through Scandinavian alcohol monopolies. Comparable premium portfolio and Systembolaget presence, but operates as a much larger, publicly listed brand-led company.

Emerging players

• Ruffino: Italian wine brand portfolio owned by Constellation Brands, focused on Tuscan wines (Riserva Ducale, Lumina) and widely distributed in European retail. Comparable Italian wine portfolio and brand-led approach, though backed by a major incumbent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
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• Instagraminstagram.com/iconic_wines

Revenue estimate

Valuation estimate

Number of profiles

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 Iconic Wines