Vinmonopolet has an exclusive right to sell beverages with an alcohol content over 4.75% through our around 330 retail stores in Norway. Our mandate is based on considerations for public health. When alcohol is sold without a profit motive – meaning for instance absense of marketing, limited availability and high focus to avoid selling to minors – problems relating to alcohol are reduced.
Vinmonopolets mission is to ensure responsible sales of alcohol to limit the harmful effects of alcohol in society. We are state-owned and thus not driven by profit. At the same time, we strive to be best at service and selection.
We aim to provide an excellent customer experience and product selection, without encouraging purchases. Vinmonopolet is strongly committed to the education of our about 1800 employees in order to maintain a high level of professional expertise. Vinmonopolet is well-known for its customer-service and has been honoured the most popular brand in Norway for several years.
Vinmonopolet offers a unique range of about 25 000 products. The most sold products are available in all our stores, while those not in stock at one store can be ordered without additional charge.
Our operations are always neutral, in the sense that no favouritism is shown between brands, producers, countries or suppliers. Procurement is determined solely by price, quality and customer demand.
All Vinmonopolet's shops carry a broad selection of quality products. Their size is adapted to local demand. Annual sales range from a million litres in the largest stores to less than 35 000 for the smallest. While the largest shops carry at least 1 800 different products, the smallest primarily offer the most popular items - around 300 brands. As a supplement, customers have access to all our products through our online store.
Vinmonopolet offers seven special stores with fine wine. In addition to our basic products, these shops offer a unique range containing around 750 products that are innovative, of limited availability and/or of exceptionally high quality. Eleven stores offer extra assortments of beers, providing a range of over 500 beers from all over the world.
Our total sales volume in 2018 was 82 million liters, an increase of 2 % versus 2017. The Norwegian consumption of wine continues to be dominated by red wine, even though we see a shift towards white and lighter wines. Red wine from Italy continue to be our bestseller, though not as dominant as before, followed by wine from France and Spain.