Our social mission
Vinmonopolet’s mission is to limit the harmful effects of alcohol
on society
Lower alcohol consumption
According to figures from the World Health Organization (WHO), the average alcohol consumption of Norwegians over 15 years of age is 7.5 litres of pure alcohol per year, whereas in Denmark, for example, this figure is 10.4 litres annually per resident over 15 years of age. The average in Europe is 9.8 litres, according to the WHO Global Status Report on Alcohol and Health (2018). This shows that Norwegian alcohol policy and the monopoly system work as intended.
Contributes to good drinking culture
Over the course of its 100-year history, Vinmonpolet has gradually influenced the Norwegian drinking culture and, today, Norwegians are increasingly interested in alcohol for food, flavour and the academic and cultural aspects surrounding alcoholic beverages. Norwegians are also increasingly visiting Vinmonopolet to find non-alcoholic beverages that are also academically exciting and that can be enjoyed with food.
Responsible sales
Vinmonopolet is subject to a ban on alcohol advertising, has no sales campaigns and does not encourage additional sales. If you envision a shopping experience at Vinmonopolet, you are unlikely to imagine large posters with sales campaigns or staff members trying to sell you more than you need. We are interested in flavour, service and subject matter, and not the highest possible sales and earnings. This, in conjunction with preventing the sale of alcohol to minors and intoxicated persons, are the most important aspects of Vinmonopolet.
State’s ownership and role
At the same time, it is of fundamental importance that Vinmonopolet is run in an efficient and profitable manner. Vinmonopolet’s operations are regulated by an annual assignment letter from the Norwegian Ministry of Health and Care Services, where the profit share to the State is determined. Over time, the profit share in most years has been 50 percent of net profits after tax.
In general, the alcoholic beverage tax amounts to 52 percent of the sales price of an ordinary bottle of wine with an alcohol content of 13 percent. Vinmonopolet’s gross margin amounts to 12-13 percent. Vinmonopolet has a transparent and low gross margin with a ceiling of NOK 110 per bottle.
The alcoholic beverage tax is calculated based on the alcohol content. Therefore, more expensive wine is relatively affordable in Norway and spirits are relatively expensive.
Dependent on public support
In order to maintain the monopoly system, it is crucial that the public is satisfied with Vinmonopolet. Therefore, it is particularly important for us to have a high level of service and knowledge among our staff members, a broad and relevant product selection and well-run shops with relatively good availability.
At the same time as we are working to limit the harmful effects of alcohol, our most important mandate is to create good shopping experiences for everyone visiting Vinmonopolet. We ahve over 2000 employees who are always working in accordance with our social mission and objective of being a world class specialist retailer.
Broad product selection
Vinmonopolet’s product selection is among the largest in the world. Through the monopoly system, we ensure a product selection that covers various preferences in terms of flavour, style, price and other variables. We seek to have the best selection in the world, with a high degree of diversity.
Learn about our six product ranges
Our shops
Our shops are divided into six categories and the selection in each shop varies from approximately 200 products in the smallest shops (category 1) to more than 4,000 products in the biggest shops (category 6). However, the entirety of Vinmonopolet’s product selection is available for order and pick-up at any Vinmonopolet branch. Thereby, everyone in Norway has equal access to approximately 35,000 products. We also have 22 specialised shops for wine, beer and/or spirits.
The specialised shops launch and carry internationally sought-after high-quality products, in addition to Vinmonopolet’s ordinary selection.
See the list of our specialty shops (in Norwegian)
Regulated availability
Regulated availability is an important instrument in Norwegian alcohol policy and Vinmonopolet’s business hours are determined by the Norwegian Parliament (Stortinget). Alcohol research shows that limited availability is an effective means of limiting the harmful effects of alcohol on society.
