Iceland’s wine, beer and spirits importers connect overseas producers with domestic retail and hospitality channels. The essential distinction is between the importer that buys and supplies the product and ÁTVR, the state company operating Vínbúðin. ÁTVR does not import alcohol directly; it purchases from domestic wholesale suppliers. An export proposal therefore needs both a qualified local partner and a clear route to the customer.
Updated 24 September 2026. A practical guide for wine, beer and spirits producers researching Icelandic buyers.
How the Icelandic buying system works
ÁTVR’s official guidance explains that a wholesale licence is required to import alcohol for resale. Licensed wholesalers can supply authorised resellers such as restaurants, hotels, bars and ÁTVR. For producers, the practical starting point is to confirm the local partner’s role and which customers it intends to serve.
Vínbúðin retail
Vínbúðin is the state retail monopoly’s store network. A supplier relationship and a retail listing are separate steps. The official supplier guide covers starting a business relationship, product applications, supporting documentation, samples, certificates, trial sales and pricing.
Ask the prospective importer which listing route applies to your product and what must be completed before submission. Agree who prepares the information, manages the application and funds the necessary stock. Do not treat an importer’s interest as confirmation that the product will be stocked in Vínbúðin stores.
Hospitality and special orders
Restaurants, hotels and bars require a separate account plan from a retail listing. Ask which venues the importer actively serves and how it manages replenishment. ÁTVR also describes a special-order service for products outside its regular selection sourced from domestic suppliers. Special-order availability should be distinguished from routine store distribution.
Examples of Icelandic importers
| Company | Business profile | What a producer should assess |
|---|---|---|
| Globus | Family-owned importer and sales business representing international wine producers and spirits brands. | Check the wine or spirits category fit, existing representation and the proposed retail or hospitality route. |
| Mekka Wines & Spirits | Alcohol importer with a portfolio spanning wines, beer, spirits and other drinks from international producers. | Identify the category buyer, competing brands and the support required for the intended channel. |
| AMKA Iceland | Wine importer within AMKA Group, drawing on the group’s Danish warehouse assortment and providing wine advice and customer staff training. | Confirm Iceland-specific purchasing, product availability, shipping arrangements and the scope of any wider group agreement. |
Sources: official company information linked above, reviewed 24 September 2026. These examples illustrate buying models rather than a ranking. Discuss current supplier opportunities with the relevant buyer before sending samples.
Mekka’s product categories show its mixed-beverage scope. These profiles illustrate different supply structures; they do not establish that the companies are currently accepting new brands.
Prepare a proposal for your beverage category
Wine
State origin, appellation where relevant, vintage, style, ABV, bottle format and annual availability. Compare similar products in the Vínbúðin product catalogue, paying attention to package size and listing status as well as price. For hospitality, distinguish a by-the-glass range from limited premium allocations. Agree how vintage changes and replenishment will be managed.
Beer
Give the importer pack format, production date, shelf life and storage requirements. Work backwards from the likely delivery and sale dates to assess whether the product can arrive with sufficient remaining life. A keg proposal also needs agreement on dispensing compatibility, handling and returns; a packaged-beer listing requires its own stock and replenishment plan.
Spirits
Specify the product category, ABV, bottle size, available volume and intended price position. Clarify whether the proposal concerns retail, cocktail bars, hotels or another customer group. A spirits buyer needs to assess the full price and the role of the product in its current portfolio, not simply the reputation of the brand elsewhere.
Calculate the full delivered price
Build the commercial calculation in Icelandic krónur from the export quotation, freight, insurance, handling, applicable duties and taxes, and channel margins. Have the importer confirm the current treatment for the exact product and packaging. If quoting in another currency, agree a validity period and how exchange-rate changes will be addressed.
For a Vínbúðin proposal, use the pricing section of the official supplier guide with the local partner. For hospitality, calculate the purchase price the venue would actually pay. Keep any travel-retail opportunity separate from domestic retail when comparing prices and forecasting orders.
Agree stock ownership, payment terms, minimum order and a realistic replenishment schedule. Consolidated shipping may help an initial selection, but the arrangement needs to remain workable for repeat orders. Review label and product-document requirements before dispatch, and have proposed market-support activities checked locally before committing a budget.
Qualify the importer before sending samples
- Confirm the buying role: establish the licensed entity purchasing and importing the products.
- Define the route: distinguish a retail application, hospitality accounts and special-order availability.
- Check category fit: review competing brands, formats and prices.
- Agree the sample brief: confirm which products, documents and commercial information are required.
- Set the launch responsibilities: assign application work, stock, delivery and a review of repeat demand.
Our importer qualification guide and buyer outreach templates can help wine producers organise this process. Adapt the product information to beer or spirits where relevant.
Build your Icelandic buyer shortlist
Request a BestWineImporters demo and specify whether you export wine, beer or spirits. Share your origin, price band, packaging, supply capacity and target channel so our team can discuss the relevant Icelandic database coverage and available contact information.
Compare related export markets
To compare monopoly retail and private distribution routes across Nordic markets, read the Norway wine importer guide and the Denmark wine importer guide. Qualify buyers, territory and commercial terms separately for each market.
Browse all wine importer guides by country to build your export-market shortlist.
Frequently asked questions
Does ÁTVR import products directly from overseas producers?
No. Its published guidance describes purchasing from domestic wholesale suppliers. Producers should establish the appropriate licensed supply route.
Does signing an importer guarantee a Vínbúðin listing?
No. Product application, acceptance and distribution must be addressed separately. Ask the importer to explain the relevant process and responsibilities.
Can the same importer represent wine, beer and spirits?
Some operate across categories, while others focus on wine. Confirm the actual buying team, portfolio fit and customer coverage for your product.