Finding the right importer

There is currently approx. 700 importers in the Swedish market with 20 largest importers representing 90 percent of the sales. There has been a trend that the top importers increase the share of own brands in their portfolio and sometimes also setting up subsidiaries focusing on own brands. Some producers runs their own import company such as Treasury and Miguel Torres. A detailed description of the largest importers can be found below.

Viva Group

Market share wine 2014: 14.9 percent

Companies: Giertz Vinimport AB, Chris-Wine AB, The Wine Team, Winemarket Nordic AB

Largest producer brands: La Riojana, Kleine Zalze, Casa Santos Lima, Vinex Slavyantsi, La Cantina Pizzolato

Split producer/own brands: 70%/30%

Organic share of portfolio: 28 percent

Comments:
Viva Group has been the fastest growing importer the last couple of years. Reasons include an early focus on organic wine, a successful own brand portfolio and take it of Kleine Zalze. Viva also has a higher marketing spend then other importers, buying market shares.

Oenoforos

Market share wine 2014: 10.5 percent

Companies: Oenoforos AB, Carovin AB

Largest producer brands: Palmer & Co, Koopmanskloof, Weingut Sander, Bodegas Primicia, Gadais Père & Fils

Split producer/own brands: 4%/96%

Organic share of portfolio: 32 percent

Comments:
Oenoforos has successfully built up an own brand portfolio in the Swedish market and recent launches have been done from their company Mare Magnum. When the new distribution model was implemented in 2013 Oenoforos was a bit slow but has now increased the pace of ordering assortment launches.

Primewine Group

Market share wine 2014: 9.0 percent

Companies: Prime Wine Sweden AB, Mondo Wine AB, Multibev AB, BGS Wine Import

Largest producer brands: J García Carrión, Vinimark, Casas Patronales, Oak Ridge Winery, Finca Las Moras

Split producer/own brands: 85%/15%

Organic share of portfolio: 4 percent

Comments:
Primewine Group focus is on large producers from the new world and Spain. The company started the Zinfandel trend with their box SomeZin and has followed up with similar own brands. The company started to work with Accolade Wines in 2014 and has launched new SKUs under the Hardy’s brand.

Vingruppen

Market share wine 2014: 8.5 percent

Companies: Vinunic AB, Vinovum AB, WineWorld AB, The WineAgency Sweden AB, Quaffable Wines Sweden AB, Valid Wines Sweden AB

Largest producer brands: Orion Wines, François Lurton, Mulderbosch Vineyards, Masi, Barone Ricasoli

Split producer/own brands: 90%/10%

Organic share of portfolio: 14 percent

Comments:
Vingruppen has a strong portfolio of producer brands, focus is on Italy and France. The company has lost Kleine Zalze and Allegrini last couple of years but managed to pick up Masi. The subsidiary WineWorld has managed to build several SKUs through the ordering assortment with Orion Wines.

Altia

Market share wine 2014: 6.9 percent

Companies: Altia Sweden AB, Bibendum, Philipson Söderberg AB

Largest producer brands: Drostdy Cellars, Pasqua, Lyrup Wine Company, Gustave Lorentz and André Lurton

Split producer/own brands: approx. 40%/60%

Organic share of portfolio: approx. 9 percent

Comments:
Altia has been hit by internal turbulence in 2014 and several producers terminated their business with Altia. Despite this the company picked up Pasqua when Masi left and has done a good effort. Own brands, predominantly the brand Chill Out, are representing approx. 60% of the volume during 2015. Altia still has a strong position in the spirits business.