Vinmonopolet’s ambition is to handle beverage sales responsibly, and in the best interests of both the individual and the society. (Photo: Ellen Jarli)

Vinmonopolet’s ambition is to handle beverage sales responsibly, and in the best interests of both the individual and the society. (Photo: Ellen Jarli)

English summary

AS Vinmonopolet is 100% owned by the Norwegian State and has the exclusive right to sell beverages with an alcohol content exceeding 4.75 volume percent through retail outlets in Norway. Vinmonopolet was established to provide responsible sale of such beverages, and not to generate profit. The main goal of the company is to accomplish this through running a chain of efficient and service minded stores that focus on social responsibility towards both the individual and the community as a whole.

Total sales in 2013 was 80.6 million liters, an increase of 1% versus 2012. The increase can be contributed to the opening of 10 new outlets, while existing shops had a small decrease. As a group, non-fortified wines increased by 1.1% to 66.4 million liters, while the sale of spirits continued its downward trend, showing a decrease of 3.1% to 11.5 million liters. Fortified wine sold 636 000 liters, a 5% decrease from 2012 to 2013. Sales of both non-alcoholic beverages and strong beers continue to increase, both going up by 25.5 % to 0.2 million liters and 1.4 million liters, respectively.

The Norwegian consumption of wine is still dominated by red wines, even though there is a shift towards white and lighter wines, reflecting a move towards a more “European” consumer behavior. This is a trend that is especially noticeable in the Oslo area. The overall continued preference for red wines may be contributed partly to climatic factors. There is a perception that it is “too cold” to drink white wines for much of the year. Red wine from Italy continues to be the leader, followed by France and Spain. The decrease in sale of spirits is believed to be a result of increased tax-free sales rather than reflecting a shift in drinking habits.

Vinmonopolet’s sales revenue in 2013 total 12 296 MNOK, excluding VAT. Net profit before tax is 120.9 MNOK, compared to 167.5 MNOK in 2012. Tax payable for 2013 is 36.2 MNOK.

Vinmonopolet pays a dividend of 50% on the profit after tax to the owner, amounting to 42.3 MNOK for 2013. As of 31 December 2013, Vinmonopolet had 288 retail-outlets in operation with 1 802 full- and parttime employees, working the equivalent of 652 full-time employees.