Updated 24 September 2026. Sales figures refer to 2025.
Wine importers in Denmark serve a privately operated market of wine merchants, online retailers, supermarkets, restaurants and hotels. For exporters, the starting point is the customer channel your range can support, followed by the importer whose portfolio, price position and distribution match that opportunity.
This guide compares three established wine businesses and explains how to prepare a commercially useful buyer proposal. Our guide to finding wine importers covers the wider prospecting process.
Denmark’s wine market: current sales context
Statistics Denmark reported approximately 141 million litres of wine sold in 2025, down 2.9% from 2024. These are national sales estimates based on tax data, not wine import volumes or a survey of drinking preferences. Source: Statistics Denmark, alcohol and tobacco sales in 2025, published 19 June 2026.
For a winery, the implication is to demonstrate a specific portfolio opportunity and a credible path to repeat orders. Avoid building a proposal around broad claims that all Danish buyers want natural wine, sweeter styles or premium bottles. Identify the accounts and price points for which your offer makes sense.
Examples of wine importers and merchants in Denmark
| Company | Business profile | What a winery should assess |
|---|---|---|
| H.J. Hansen Vin | Importer of wines from international producers, supplying hospitality and business customers alongside shops, online sales and the Vinspecialisten network. | The relevant buying team, retail versus hospitality positioning, portfolio gaps and the support needed for launch. |
| Philipson Wine | Kokkedal-based wine importer operating across several sales channels, with a dedicated introduction page for prospective suppliers. | Origin and price fit, available volumes, commercial terms and the intended sales program. |
| Kjær & Sommerfeldt | Wine merchant offering an international range through its online shop and locations in Copenhagen, Aarhus and Odense, with tastings and wine bars. | Fit with the specialist retail range, consumer price position and the role of producer education and tasting activity. |
Sources: official company profiles linked above, reviewed 24 September 2026. These examples illustrate buying models rather than a ranking. Current supplier opportunities should be discussed with each buyer.
Choose the right Danish sales channel
Specialist wine merchants: present a coherent estate range with clear differences between the wines. Explain why customers would choose the range at its intended retail prices and how it complements existing producers.
Online retail: establish the normal selling price, promotional structure, case offers and stock availability. Provide accurate bottle images and product information. Discuss how online pricing affects the same wines in other channels.
Restaurants and hotels: assess the importer’s active account base, delivery coverage and sales team’s ability to develop a new producer. Agree a wine-list position, replenishment plan and useful training support.
Supermarket and larger retail programs: start with capacity, specifications, lead times and the full cost of the program. Confirm responsibility for promotional funding and forecast changes before accepting a price that only works under ideal order volumes.
Some importers combine several channels. Clarify which team and customer program would handle your wines, using our comparison of importers, distributors and agents to define responsibilities.
Build a sustainable price in Danish kroner
Work backwards from the intended selling price in DKK. Include your export price, transport, handling, applicable taxes, buyer margins and planned promotional support. Specify quotation currency, delivery terms, case format and validity period.
Denmark applies wine excise to wine produced domestically, imported from outside the EU or received from another EU country. The Danish tax authority’s wine-duty guidance explains the framework. Agree who handles the relevant registration, movements and payments rather than assuming that an EU shipment carries no local obligations.
For an estate seeking several outlets, discuss the relationship between single-bottle prices, case promotions and hospitality supply. A commercially attractive first shipment should also support replenishment and consistent positioning.
How to qualify a Danish wine importer
- Define the offer: choose two or three lead wines, target account types, price position and available annual volumes.
- Review the portfolio: identify a useful gap by origin, style or price and check existing producer representation.
- Map the sales route: distinguish the buyer’s own retail channels from restaurant distribution and wholesale customers.
- Test the economics: agree a DKK model that includes promotions, logistics and the actual order pattern.
- Check operations: cover payment, stock ownership, order quantities, pack specifications and delivery reliability.
- Agree launch activity: define target accounts or campaigns, training, samples and review dates for repeat orders.
Use our importer evaluation checklist before sending samples and our qualified shortlist guide to record the evidence behind each target. Compare the investment required using our export-market selection framework.
Prepare your first buyer approach
Lead with the portfolio fit and proposed wines. Include export prices and terms, ABV, vintage, production and available stock, bottle and case format, technical sheets and relevant certification evidence. State any existing Danish representation and which rights are available.
Explain the tasting or sales support you can sustain. A short, specific introduction is more useful than a broad catalogue with no price or channel context. Our wine importer email and follow-up guide provides a structure for the conversation.
Build your Danish wine buyer shortlist
Use BestWineImporters to research potential Danish partners, then qualify their portfolio, channel coverage and pricing fit. Request a demo and share your origins, target price range and intended retail or hospitality channels so our team can focus the discussion on your export plans.
Compare related export markets
To compare private-market distribution with Nordic monopoly buying routes, read the Sweden wine importer guide and the Norway wine importer guide. Qualify buyers, territory and commercial terms separately for each market.
Frequently asked questions
Does Denmark have a Systembolaget-style wine retail monopoly?
No. Wineries assess private importers, retailers and distributors according to their customer channels and commercial requirements.
Should a small winery approach supermarkets first?
Evaluate whether your production, pricing and service capacity fit the program. A specialist partner may provide a more manageable launch, but the decision depends on the specific opportunity.
How important are organic or natural-wine credentials?
Their relevance depends on the buyer and its customers. Provide clear production information and evidence for certification claims, then demonstrate quality, price and portfolio fit.