Wine, beer, and spirits market in Norway

In Norway, a state monopoly called Vinmonopolet has exclusive rights to sell retail alcohol over 4.75% - for example, wine, spirits, and strong beer. They have over 350 stores. In 2024, Vinmonopolet sold 92 million liters, yet Canadian exports under Harmonized System (HS) 22 were only $33,000 CAD.

The Vinmonopolet does not allow advertising, promotions, or in-store events. It has a strict process to avoid favoritism between brands, countries, or suppliers, enforced by a process of blind tastings and with future purchases dictated by sales trends. Tenders are issued twice a year and are made available in advance online.

Producers must sell through licensed importers/ wholesalers in Norway, which are listed on the Vinmonopolet website. The Embassy of Canada in Norway has information on the importers carrying Canadian products. Samples must also be sent through licensed importers.

Heinemann runs the duty-free store at the main airports.

Industry highlights

92 million litres of alcohol sold in 2024

Vinmonopolet has a monopoly with 350 stores

Tenders are issued twice a year and made avilable online

Licensed wholesalers are the only intermediary that alcohol producers can sell through

35,000 products available from over 100 countries

$3.1 billion bilateral trading relationship between Canada and Norway in 2024

Hotel, restaurant and catering (HORECA)

Licensed hotels and restaurants also have the right to sell. There are about 8,500 licensed restaurants and around 25 importers serving them. Restaurants and hotels can also buy through the Vinmonopolet or use their own import license. Grocery stores as well as the Vinmonopolet (to a limited degree) carry lower alcohol beverages and alcohol-free wine and beer. Grocery stores have long standing purchase histories with suppliers and have been difficult to access.

Key opportunities for Canadian wine, beer and spirit companies in Norway

Attractive, stable business environment:
Less price sensitive and high purchasing power
Interest in trying products that are:
- new
- niche
- healthy
- sustainable
Monopoly as main seller in Norway (direct access to over 5 million customers)
Tenders available publicly on Vinmonopolet website in English

Notable challenges for Canadian wine, beer and spirit companies in Norway

Norwegian tender website is not available in French
Canadian products are generally not well known
Norway is not part of the EU
Top competitors for Canada include:
- Italy
- Germany
- France
- Spain
- United States
- Chile
- Australia
- South Africa

Summary

Canada and Norway enjoy close commercial relations based on common fundamental values. In 2024, the countries had over $3.1 billion in bilateral trade.

There are opportunities for Canadian companies exporting wine, beer, and spirits to Norway. Exporters should be prepared to invest time to:

understand the market
find the right wholesaler
participate in tenders
export products

Interested Canadian companies can contact: Laura Dalby, Senior Trade Commissioner, laura.dalby@international.gc.ca

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