Norway’s wine market is quite atypical, not only because of its monopoly, Vinmonopolet, but also because many Norwegians prefer to travel to Sweden to purchase alcoholic beverages, thanks to the neighboring country’s lower excise duty. These particularities are well worth studying because Norway is still a solid export market for wine producers worldwide, with an import value of $498million in 2024. Although total wine imports into Norway decreased in both value and volume in 2024, strategic opportunities continue to emerge — particularly in segments like bag-in-box and sustainable packaging.
A Challenging 2024 for Wine Imports
In 2024, Norway’s wine imports fell by 4.8% in value, reaching approximately €460 million, while total import volume dropped 4.9% to around 87 million liters. This marked the second consecutive year of decline, as inflationary pressures and changing drinking habits impacted overall consumption.
Bag-in-Box: The Only Growing Format
In contrast to the overall market downturn, bag-in-box (BiB) wines continued to perform strongly. Volumes increased by 6.3% (approx. 35 million liters) and value by 2.8% (approx. €86 million).
Consumers increasingly favor BiB for its value, convenience, and eco-friendly packaging — making it a priority category for exporters looking to enter or expand in Norway.
Other formats showed clear signs of decline:
| Format | Volume Change | Value Change |
| Bottled Wine | –2.6% | –3.6% |
| Sparkling Wine | –2.9% | –6.9% |
| Bulk Wine | –78.0% | –76.5% |
Bulk wine, in particular, collapsed to just 1.4 million liters and under €2.6 million, driven by shifts in pricing policies and sustainability regulations.
Top Suppliers
Norway continues to source wines from over 50 countries, but the top three—France, Italy, and Germany—remain dominant.
Value Rankings (2024):
- France – $191 million
- Italy – $124 million
- Germany – $44 million
- Spain – $37 million
- United States – $24 million
Portugal, the U.S., and South Africa all posted price increases, while Chile and Italy saw moderate declines, reflecting a changing balance in value-for-money perception.
Sustainability: A New Imperative
Norway’s monopoly retailer, Vinmonopolet, is pushing for a major sustainability overhaul. Starting in 2026, wines under NOK 250 must be delivered in lightweight, recyclable, or eco-packaging such as:
- Bag-in-Box
- PET Bottles
- Pouches
Exporters aiming for long-term market relevance should begin adapting their packaging now.
2025 Outlook: Stabilization Ahead?
According to current forecasts, wine imports into Norway are expected to stabilize slightly in 2025:
- Projected volume: ~92.7k tonnes
- Annual growth: +0.46% (2025), with CAGR of ~0.43% through 2028
- Consumer trends: Growth in low- and no-alcohol wines, and increased demand for lighter, aromatic styles
Despite the short-term decline, Norway’s wine market remains one of the most profitable per capita in Europe, with consumers showing continued interest in high-quality and responsibly packaged products.
Key Takeaways for Exporters
- Target BiB formats: The only segment showing consistent growth
- Adapt to eco-packaging: Prepare for Vinmonopolet’s 2026 rules
- Watch price trends: Premium wines are holding value in key segments
- Act now: Build relationships with wine importers open to new styles and formats
WINE IMPORTERS IN NORWAY
Amka As
Address: Sandakervein 24d, F2, Oslo
Phone: 004723114910
Website: www.no-amka-group.com
Bare Vin
Address: Vollsveien 116B, Jar
Phone: 004791127696
Website: www.barevin.no
Engelstad
Address: Karenlyst Allé 10, Oslo
Phone: 004722123500
Website: www.engelstad.no
Producers interested in the Norvegian market can find a database with top wine importers, distributors and retailers here.
