Winelab Agency

What Winelab Agency does

Winelab Agency is an independent Danish wine-focused PR, marketing, branding, events, and education agency founded in 2020 and headquartered in Aarhus, Denmark. The firm operates without a proprietary technology platform; its core assets are wine industry expertise, the Winelab Academy educational platform, the owned Winemarket consumer wine festival, and a dense network of relationships with Danish wine importers, sommeliers, hospitality schools, and trade media. A 3-person core team (founder Mads Jordansen plus project managers Sebastian Paulsen and Peter Kjærgaard Christensen) is augmented by per-engagement educators and partners.

The agency serves four interlocking customer segments: international wine regions and national/regional wine trade organizations (Washington State Wine Commission, Oregon Wine Board, Wine Australia, Wines of Germany, Alto Adige/Südtirol, VDP, Austrian Wine, New Zealand Winegrowers, Wines of Portugal, Wines of Nova Scotia, Bordeaux, Lebanon Wines, Mornington Peninsula) as primary B2B clients; Danish wine trade professionals (sommeliers, importers, on-trade) targeted through education and matchmaking events; hospitality and culinary students reached through seminars at College360, Kold College, Copenhagen Hospitality College, Techcollege, and Dansk Sommelier Uddannelse; and Danish wine consumers reached via Winemarket.

Revenue is generated through four professional services streams: PR, marketing, and branding (project fees and retainers); event production and management (Winemarket ticketing and sponsorships, trade wine salons, matchmaking tastings); wine education and masterclasses (course fees, certification exam fees, corporate training); and matchmaking services (commissioned by wine boards seeking Danish distribution). Customer outcomes are documented, including 33 of 60 German wineries securing Danish importers within 5 months of matchmaking events, 60 trade professionals attending the US Northwest Wine Salon, and 26 wine professionals completing the first Northwest Wine Coalition Level 1 Certification Course in Europe. The firm has no disclosed funding, is founder-owned, and does not appear to operate outside the Danish market as a service provider.

Name

Winelab Agency

Legal name

Winelab Agency

Website

https://winelabagency.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Winelab Agency is an independent Danish wine-focused PR, marketing, branding, events, and education agency serving international wine regions, importers, and Danish trade professionals through Winelab Academy education and the Winemarket consumer festival.

Ownership category

akta.pro rank

Product category

Wine Marketing & Communications Services

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

akta.pro secondary industry

Wineries & Vineyards (Tasting Rooms) (THAFALAE)

Keywords

• Wine marketing services
• Wine event management
• Wine trade education
• Brand communications agency
• Wine importer matchmaking

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. PR, Marketing and Branding Services: Winelab Agency provides PR, marketing, and branding services to wine regions, wine producers, and wine trade organizations. Revenue is generated through project-based fees and retainer agreements for ongoing marketing and communications support.
2. Event Production and Management: The agency organizes and produces large-scale wine events including the bi-annual Winemarket in Aarhus (up to 1,100 participants), trade wine salons, matchmaking tastings, and consumer-facing tasting events. Revenue comes from event fees, sponsorships, and ticketing revenue for consumer events.
3. Wine Education and Masterclasses: Winelab Academy delivers masterclasses, certification courses, and educational seminars for wine professionals, hospitality students, and enthusiasts. Revenue is generated through course fees, certification exam fees, and bespoke corporate training engagements for wine regions and restaurant groups.
4. Matchmaking Services: Winelab Agency connects international wineries and wine producers with Danish importers through structured matchmaking events. This B2B service is commissioned by wine boards and trade organizations looking to establish distribution in the Danish market.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Winelab Agency is an independent Danish PR, marketing, and design agency specialized in wine. It delivers branding and marketing campaigns, produces large-scale wine events (including its own bi-annual Winemarket consumer fair in Aarhus), runs wine education through Winelab Academy, and provides matchmaking services that connect international wineries with Danish importers.

Product overview

Winelab Agency is an independent Danish PR, marketing and design agency specialized in wine. The company operates as a service-based agency rather than a software product, offering four interconnected service lines: (1) Matchmaking Services that connect international wineries with Danish importers; (2) Masterclasses featuring world-class wine experts and educators for industry professionals; (3) Winemarket, a bi-annual consumer wine festival in Aarhus attracting over 1,100 guests; and (4) Winelab Academy, providing wine education courses from beginner to professional levels. The company also organizes and hosts certification courses, trade events, and educational seminars for wine regions and industry organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Winelab Academy: Wine education division offering masterclasses, certification courses, and professional training for wine professionals, journalists, sommeliers, and enthusiasts.
• Winemarket

Products and services

• PR, Marketing and Branding Services
• Winemarket Consumer Wine Festival
• Winelab Academy Wine Education
• Matchmaking Services for Wine Importers
• Trade Wine Salons and Masterclasses

Quantifiable outcome

• 55% of wineries (33 of 60) secured Danish importers within 5 months of matchmaking events for Wines of Germany
• +5 more outcomes

Named customers22 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

16 partnerships are on record, tiered minor and core.

• Aarhus Symphony OrchestraminorStrategic or Co-development PartnerWinelab Academy partnered with Aarhus Symphony Orchestra to co-create a cross-disciplinary event concept combining French wine and classical music. Winelab developed the wine pairing and guided tasting components while the orchestra provided the musical performance. The collaboration aimed to help the orchestra rethink its audience experience and attract new demographics. Approximately 30 attendees participated in the 1.5-hour event at Musikhuset Aarhus.
• Northwest Wine CoalitioncoreGTM or Marketing PartnerWinelab Academy hosted and facilitated the first Northwest Wine Coalition Level 1 Certification Course in Europe at Winelab Academy in Aarhus (November 2024), with 26 participants. The agency also organized the NW Wine Hotspot at Winemarket Aarhus 2024 featuring Oregon and Washington State wines, served by Denmark's top sommeliers to over 1,000 guests.
• Wines of Germany (Deutsches Weininstitut)coreGTM or Marketing PartnerWines of Germany commissioned Winelab Agency for two major initiatives: (1) Matchmaking tastings connecting 60 German wineries with Danish importers across Aarhus and Copenhagen, achieving a 55% success rate; (2) A national seminar series for hospitality students across five Danish cities, delivering German wine education through Winelab Academy.
• Alto Adige/Südtirol (Consorzio Vini Alto Adige)coreGTM or Marketing PartnerWinelab Agency collaborates with Alto Adige/Südtirol on matchmaking events connecting 12 selected Alto Adige wineries with Danish wine importers. In June 2025, Winelab visited Alto Adige/Südtirol, and a press trip to the region is planned for September 2026. The agency also organized an Alto Adige Masterclass in Copenhagen (November 2026) led by Bonnie Reinwald, DipWSET.
• Wine AustraliacoreGTM or Marketing PartnerWine Australia commissioned Winelab Agency to organize the Australian Masterclass & Free-Pour Tasting 2026 at Winelab Academy in Aarhus. The event featured Emma Symington MW as presenter, 12 masterclass wines from 9 regions, and a free-pour tasting with approximately 40 wines. Two identical masterclass sessions were offered with 30 participants each.
• Washington State Wine CommissioncoreGTM or Marketing PartnerWashington State Wine Commission partnered with Winelab Agency for the US Northwest Wine Salon in Copenhagen (March 2025, 16 wineries), the NW Wine Hotspot at Winemarket Aarhus 2024, and the Northwest Wine Coalition Certification Course. Washington State wines were served to 60+ trade professionals and over 1,000 Winemarket guests.
• Oregon Wine BoardcoreGTM or Marketing PartnerOregon Wine Board partnered with Winelab Agency for the US Northwest Wine Salon in Copenhagen (March 2025, featuring Oregon wineries), the NW Wine Hotspot at Winemarket Aarhus 2024, and the Northwest Wine Coalition Certification Course. Oregon Pinot Noir and other regional wines were promoted to Danish sommeliers, importers, and consumers.
• New Zealand WinegrowersminorGTM or Marketing PartnerListed as a client and partner for PR, marketing, and branding services. Winelab Agency supports New Zealand Winegrowers' trade promotion activities in Denmark.
• VDP. Die PrädikatsweingüterminorGTM or Marketing PartnerListed as a client for PR, marketing, and branding. Winelab Agency supports VDP's communications and promotion activities in Denmark.
• Austrian WineminorGTM or Marketing PartnerListed as a client for PR, marketing, and branding. Winelab Agency supports Austrian Wine's trade promotion activities in Denmark.
• Wines of PortugalminorGTM or Marketing PartnerListed as a client for PR, marketing, and branding. Winelab Agency supports Portuguese wine trade promotion activities in Denmark.
• Wines of Nova ScotiaminorGTM or Marketing PartnerListed as a client for PR, marketing, and branding. Winelab Agency supports Nova Scotia wine promotion in Denmark.
• Mornington PeninsulaminorGTM or Marketing PartnerListed as a client for PR, marketing, and branding. Winelab Agency supports Mornington Peninsula wine promotion in Denmark.
• Bordeaux (Conseil Interprofessionnel du Vin de Bordeaux)minorGTM or Marketing PartnerListed as a client for PR, marketing, and branding. Winelab Agency supports Bordeaux wine promotion in Denmark.
• Lebanon WinesminorGTM or Marketing PartnerListed as a client for PR, marketing, and branding. Winelab Agency supports Lebanese wine promotion in Denmark.
• Die Österreichischen TraditionsweingüterminorGTM or Marketing PartnerListed as a client for PR, marketing, and branding. Winelab Agency supports Austrian Traditionsweingüter wine promotion in Denmark.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Wine Folly: US-based wine education and content platform with books, courses, and digital tools aimed at consumers and trade. Comparable to Winelab Academy's mission of democratizing wine education through engaging formats, though distributed digitally rather than via live events.

Direct peers

• Sopexa: France-headquartered international marketing and communications agency specialized in food and wine. Provides PR, event management, education, and trade promotion services to national/regional wine and food bodies, making it the closest large-scale analogue to Winelab Agency.
• Imbibe: UK-based drinks industry media, events, and marketing platform serving the on-trade. Combines editorial content, trade events (Imbibe Live), and educational programming, paralleling Winelab's blended media/events/education model.

Others

• SevenFifty: US-based B2B platform and media outlet for the wine and spirits trade, providing industry data, market intelligence, and trade content. Comparable to Winelab's content and thought leadership role for international producers entering Denmark.
• WSET (Wine & Spirit Education Trust): Global wine and spirits education body offering structured certification courses (Levels 1–4 and Diploma). Directly comparable to Winelab Academy's certification offering, though operating at vastly larger international scale.

Regional players

• ProWein: Messe Düsseldorf's leading international wine and spirits trade fair held annually in Germany. Comparable to Winelab's Winemarket as a flagship industry gathering but operates as a venue/exhibition model rather than an agency service.
• Vinitaly: Italy's flagship wine trade fair and exhibition, organized by Veronafiere. Functions as a large-scale wine event comparable to Winemarket, with education, trade, and consumer components, but anchored in Italy rather than Denmark.

Broad incumbents

• Wine Spectator: US-based flagship wine media brand with consumer publications, restaurant awards, and educational content. Provides wine education and event experiences at much larger scale but with overlapping trade promotion and consumer engagement functions.
• The Drinks Business: UK-based international trade media and events business covering wine, beer, and spirits. Comparable to Winelab in combining editorial content with trade shows and education, but with a much broader geographic and category footprint.
• Decanter: Major global wine media brand combining consumer trade publications, World Wine Awards, and tasting events. Operates at much larger scale than Winelab but overlaps on the wine education, event, and trade promotion functions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/winelab-agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Winelab Agency