The top wine buyers of Denmark

Elsebeth Lohfert identifies the key purchasers in the wine-loving country of Denmark.

Photo by Nick Karvounis on Unsplash
Photo by Nick Karvounis on Unsplash

Wine continues to be a favourite beverage among young Danes, and at 36 litres per head a year, Denmark is the biggest wine consumer of the non-wine producing countries. With no government monopoly to regulate alcohol sales, the supply of wine is endless and so is the variety, thanks to the efforts of more than 1,000 small importers. They contrast with the highly competitive big multiples which sell 80% of all wine in the supermarket chains.

The on-trade represents about 7% of the market, while specialist stores and online sales represent 13%. 

The Coop

Coop Amba is, as the name suggests, a co-operative community owned by 1.8m members. It’s Denmark’s largest supermarket group, with five different retail chains across 1,122 locations: Kvickly (78 shops), SuperBrugsen (230), Dagli’Brugsen (314), Irma (80) and Fakta (420). According to figures published November 1st 2019, Coop’s market share is no less than 44% of all wines sold in supermarkets. Martin Drewsen is responsible for the group’s centralised buying team; he has worked in the Coop wine and spirits division for 24 years and has, since 2014, been the category manager, with three buyers referring to him. 

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