Export Market Guide - Norway

All regulatory information for exporting wine to Norway, including the regulatory environment, duties and taxes, and wine standards.

Unless an exemption has been granted by Wine Australia, grape products exported from Australia must comply with the Food Standards Code. Accordingly, the labelling and wine standards information in Wine Australia’s Export Market Guides should be read in conjunction with Wine Australia’s Licensing and Compliance Guide which contains the requirements of the Food Standards Code and applicable exemptions.

Norway is located in the far north-west of Europe. It is an elongated, highly mountainous country with a total land area of 307,860 sq km. Norway has an extensive fishing industry due to its 83,000 kilometres of coast line along the North Atlantic Ocean, the Norwegian Sea and the North Sea.

Norway has twice voted against membership of the European Union in national referendums yet still participates in the EU single market through its membership of the European Free Trade Association (EFTA) and the European Economic Area (EEA). The EEA is based upon four concepts which are; the free movement of goods, persons, services and capital. Non-EU members of the EEA further agreed to enact or amend their legislation to correspond with EU legislation in the areas of Social Policy, Consumer Protection, Environment, Company Law and Statistics.  Accordingly, EU Regulations apply when exporting to Norway.

The wine market is controlled by Government-owned Vinmonopolet stores. Importers must be listed with Vinmonopolet if they wish for their wine to be sold through retail channels. The on-trade market is less restricted and importers are able to compete with the previously state-run agency, Arcus AS which is now the largest importer and supplier of wine and spirits to Vinmonopolet and the hotel and restaurant trade. All other importers of alcoholic beverages must have a licence issued by the Government. The closer relationship with the European Union (EU) and WTO developments towards greater trade accessibility has reduced some barriers to trade with Norway in recent years.

Norway has one of the most restrictive alcohol control policies in Europe. Wine is heavily taxed and expensive, therefore Norwegian consumers are very price conscious. As a result, the cross-border trade with neighbouring Sweden is significant. Government policy on alcohol is very restrictive; there is no consumer advertising, marketing is restricted. Wine columns in newspapers and magazines are acceptable and may be the only form of information available to consumers outside of the Vinmonopolet stores.

Australia exported 1.7 million litres to Norway in 2023, valued at AUD $6.3 million, representing 0.3% of the total volume. France and Italy are the top two suppliers by volume and value. In value terms Australia ranks sixth in the market behind Italy, France, Spain, Germany and Chile.  IWSR commentary indicates French and Italian wines declined, while UK, German and Chilean wines grew, especially benefitting from cheaper bag-in-box sales. Emerging markets such as Greece, Lebanon and Bulgaria saw significant growth as consumers sought new wine options. Celebrity wines had some success but didn't alter drinking habits.

Norwegians prefer red wine which represents over 59 per cent of the still wine category. IWSR reports that wine sales in Vinmonopolet were stable until the pandemic hit. Premium-and-above wines are gaining popularity due to increasing consumer knowledge and reliance on wine reviews. Southern Norway's 'white and light' trend is spreading, along with a growing preference for rosé and lighter red wines from France and the US. Italian wines from Barbera, Piemonte and Veneto are still the most popular. Performance according to country of origin is influenced by the number of listings in the monopoly.