Vinmonopolet
Encyclopedia
Vinmonopolet symbolized by Ⓥ and colloquially
shortened to Polet, is a government owned alcoholic beverage
retailer and the only company allowed to sell beverages containing an alcohol content
higher than 4.75% in Norway
.
As the arm of the Norwegian government policy to limit the citizens' consumption of alcohol, primarily by means of high cost
and limited access, the primary goal of the Vinmonopolet is to responsibly perform the distribution alcoholic goods while disassociating the motive of private profit from the alcohol industry. Equally significant is the social responsibility of Vinmonopolet, to prevent the sale of alcohol to minor
s and visibly inebriated customers.
Outlets, located across the country from cities to smaller communities, typically close business earlier than other shops, normally weekdays at 18:00 and Saturdays at 15:00. In 2007 Vinmonopolet sold 71100000 litres (18,782,631.9 US gal) of alcohol.
exporters, mainly France. The ban on alcohol was lifted, and sale was allowed through outlets run by Vinmonopolet.
Since 1939 the state, initially through the Norwegian Ministry of Finance
and later the Norwegian Ministry of Health and Care Services
, has been the sole owner, buying out the private shareholders while remaining a stock company
.
The company's import and production activities ceased in 1996 when the EFTA ruled that the monopoly was in violation of the EEA
agreement, the company divided into the created company entity Arcus which continued all production, import and distribution activity of spirits, leaving Vinmonopolet as a sole retail monopoly
.
In 1999 the format of the outlets was restructured, making nearly all stores self service from the previous format of sales over the counter, and internet sales began in 2002.
The institution has not stayed clear of problems. In one instance in 2001, the published price list offered Château Latour
at the incredibly priced NOK 555, where an estimate would normally be approximately NOK 2,600, causing the quickest three customers to order to buy up the entire inventory, with the intent to make a fast and considerable profit. The explanation was that the more modestly priced Château Latour à Pomerol
had its name listing edited down for brevity.
Surveys from the mid 90s, indicated a majority of the Norwegian population were in support of dissolving the monopoly arrangement, and allowing for the sale of wine by the private sector. Since the restructuring of 1996, the consumer satisfaction steadily increased, the events described by current CEO Kai G. Henriksen
as "the lifting of the import ban was a stroke of fortune. Today we have 210 importers competing to find the most reasonably priced, the best and most glorious wines of the world."
Robert Lie, then sommelier
of Bagatelle
, has stated, "I am among the supporters. In recent years Vinmonopolet has had great impact on the wine interest of the average Norwegian. To my knowledge there are no wine stores in the world with an equal selection. There are also fairly good prices for more expensive wines. For highly coveted wines one must pay much more in London." Torkjell Berulfsen
, presenter of considerable TV programming with focus on alcoholic goods, has stated, "These days I praise Vimonopolet into the clouds. I bless it! I don't dare imagine some zitty, unmotivated 25-year old 'red wine supervisor' at Rimi
!"
Arne Ronold
MW
has pointed to the formats of UK and Denmark as successful alternatives that offer good selections in supermarkets and specialty stores, while stating that the present situation offers a wide selection for consumers in certain areas but with considerably more limited options for some other areas, and while more costly wines may be less expensive in the Vinmonopolet format, this is a "positive side-effect of a market that doesn't work, being of little benefit to the average consumer". He acknowledges "a near-revolution in that at present there are more than 10,000 products available, which is wonderful", adding, "I have been among the most ardent critics but have mildened somewhat. I am adequately satisfied with Vinmonopolet as it is now. But they still have some way to go concerning aged wine
and the second hand market. In this, access is poor." Ronold's publication Vinforum which 1986 founding was motivated by the perceived poor performance of Vinmonopolet, whose Italian wine
selection then totalled 14 labels including reds, whites and sparkling
. By 2010 the category had risen past 2,000 labels, leading co-founder Ola Dybvik to declare, "we are living in paradise", continuing in context that the Norwegian population is comparative to a New York suburb, "in terms of selection, the store has moved into the definitive world elite".
In a commentary by Tom Marthinsen, then wine critic of Dagens Næringsliv
, also acknowledged the progress from the conditions of the 1990s, but was critical to the direction of applying new techniques from chain stores which lead to standardization of the urban outlets, while contending that the rural stores have a "catastrophical selection", and these consumers from "the districts" would benefit from purchasing wine in their local food store. Marthinsen called upon the leadership to "set free the store buyers, reinstate the competitive element between the stores, in other words leave behind the chain store mentality and allow local creativity to flourish".
In December 2008, Vinmonopolet announced plans to implement a system of arranging auctions
of second hand wine, similar to the model in use by Swedish Systembolaget
. Under current Norwegian law it is illegal to sell alcohol by auction.
It became the stated ambition of Vinmonopolet to be "the world's premier wine store", in 2010 presenting figures and goals for the future concerning diversity of available products and customer service quality philosophy. Vinmonopolet offered more than 12,000 products, next to 2009 figures from comparative retailers such as Systembolaget which offered ca. 9,000 products, Alko
of Finland with ca. 3,000 products available, or British Waitrose
with ca. 1,500 products available.
Though the available quantities of the special release wines can be very limited, some wines so sparse they entail minimal purchasing quotas in order to reach a wider public, prices may be as low as ⅓ or ¼ of world market value. As a result of considerable enthusiasm surrounding these product launches, the trends of customer behaviour has come under criticism for sinking to an uncivilised level.
Ekjordsaken, (the Ekjord case) uncovered in 2005, brought new allegations of corruption against employees and leadership of Vinmonopolet. A probe led by Erling Grimstad exposed that the importer firm Ekjord A/S over the course of several years had sponsored outlet leaders by arranging luxury dining and accommodations as well as other gifts in order to influence purchases and placement of their products within the stores. Membership in this exclusive group was symbolized by the gift of a tastevin. Several Vinmonopolet leaders admitted to having received wines and other perks, which led to reprimands of 9 individuals, two of whom were dismissed.
The initiating factor came when Svein Lindin, an employee who had been fired from Ekjord A/S, sued against wrongful dismissal. The scandal escalated as the media discovered the particulars of the lawsuit, with Lindin as the chief source of allegations that would result in wide consequences. During the trial the elaborate "grease
culture" in the company Ekjord A/S was uncovered. Knut Grøholt withdrew from the position of CEO of Vinmonopolet later that year, and in August 2006 was replaced by Kai G. Henriksen
.
A professional editor was engaged, and the publication printed on glossy paper contained images of a commercial nature depicting the diverse nations' wine regions and wine production, and articles on various subjects connected to food, wine and spirits. The Norwegian temperance movement
reacted negatively and responded with press declarations accusing Vinmonopolet of attempting to popularise alcohol use, rather than limit it. The criticism from the temperance movement also maintained that the alcohol in wine did not distinguish itself from the alcohol in hard spirits, that "fine dining" customs functioned as a gateway to alcohol problems
, and that the cultural projects of Vinmonopolet could well lead to family tragedies, destroyed lives, fear and death.
withdrew from Norway in 1945, there remained behind 400,000 litres of Bordeaux wine
which became the foundation of the generic
"Rødvin" ("Red wine"), the best selling wine in Norway over several decades, which is accredited as a cornerstone in "cultivating Norwegian drinking culture". Nicknamed "Château Hasle" (from the location name of the Vinmonopolet head quarters) and "Sekskroners" ("costing six kroner"), sales of the brand are estimated in excess of 120 million litres, it eventually ceased being the national top seller due to the arrival of inexpensive Chilean
and Italian
wines by 1998.
The initial blends consisting of Bordeaux wines from the 1934 and 1937 vintages, along with simple German and Italian wine, were sold from January 1, 1946 for NOK total of 4.50, both Rødvin and Hvitvin (White wine), all sold out by 1947. As the successive imports of wine from Algeria
, Tunisia and Chile marketed under other names failed to sell well, an initiative was made in 1949 to compose a new blended wine for the people, affordable and easily drinkable. Purchasing director Haakon Svensson was given a set budget and assigned to negotiate deals with wine producers, initially securing deals with winemakers from Le Midi
, Valencia
and Algeria, with an aim to produce a blended wine that could decrease the Norwegian people's vast consumption of liquor
, at the time ten to one the ratio of the consumption of wine.
On sale from February 1, 1950 at the total price of NOK 6 (NOK 4 + 50% tax), the price remained fixed until 1968, causing it to be widely known as "the six kroner wine". By 1970 it cost NOK 7, and by 1990 it had risen to NOK 43. Normally blended from 5 to 10 wines, from locations that later also included Cyprus and Turkey, Rødvin was in 1972 responsible for 40% of all wine sold in Norway, leading up to the peak of its popularity in the 1980s. In 1981 there was sold 3.8 million liter, while by 2000 Rødvin production had been transferred to Arcus and annual sales had decreased to 700,000 liters.
fruit wine
(not to be confused with an energy drink
of the same name), made of 70% rhubarb
, 20% apple
and 10% grape juice
, which was produced by Vingården (the Røed farm in Filtvet, in the Tofte area, in Hurum
), associated with owner Frantz Michaelsen. The product was removed from Vinmonopolet selection in 2006.
Vingården was considered part of the local culture, and Golden Power deemed by some a rare, innovative Norwegian product. Traditions of winemaking were established in 1886, and Vingården came to have a production capacity of some 800,000 litres while the production process of Golden Power was claimed to last for four years. Near the end of its production, the company produced between 20,000 and 25,000 bottles annually.
Colloquialism
A colloquialism is a word or phrase that is common in everyday, unconstrained conversation rather than in formal speech, academic writing, or paralinguistics. Dictionaries often display colloquial words and phrases with the abbreviation colloq. as an identifier...
shortened to Polet, is a government owned alcoholic beverage
Alcoholic beverage
An alcoholic beverage is a drink containing ethanol, commonly known as alcohol. Alcoholic beverages are divided into three general classes: beers, wines, and spirits. They are legally consumed in most countries, and over 100 countries have laws regulating their production, sale, and consumption...
retailer and the only company allowed to sell beverages containing an alcohol content
Alcohol by volume
Alcohol by volume is a standard measure of how much alcohol is contained in an alcoholic beverage .The ABV standard is used worldwide....
higher than 4.75% in Norway
Norway
Norway , officially the Kingdom of Norway, is a Nordic unitary constitutional monarchy whose territory comprises the western portion of the Scandinavian Peninsula, Jan Mayen, and the Arctic archipelago of Svalbard and Bouvet Island. Norway has a total area of and a population of about 4.9 million...
.
As the arm of the Norwegian government policy to limit the citizens' consumption of alcohol, primarily by means of high cost
Excise
Excise tax in the United States is a indirect tax on listed items. Excise taxes can be and are made by federal, state and local governments and are far from uniform throughout the United States...
and limited access, the primary goal of the Vinmonopolet is to responsibly perform the distribution alcoholic goods while disassociating the motive of private profit from the alcohol industry. Equally significant is the social responsibility of Vinmonopolet, to prevent the sale of alcohol to minor
Minor (law)
In law, a minor is a person under a certain age — the age of majority — which legally demarcates childhood from adulthood; the age depends upon jurisdiction and application, but is typically 18...
s and visibly inebriated customers.
Outlets, located across the country from cities to smaller communities, typically close business earlier than other shops, normally weekdays at 18:00 and Saturdays at 15:00. In 2007 Vinmonopolet sold 71100000 litres (18,782,631.9 US gal) of alcohol.
Foundation
The institution was founded in 1922 as a government-owned company as the result of trade negotiations with wineWine
Wine is an alcoholic beverage, made of fermented fruit juice, usually from grapes. The natural chemical balance of grapes lets them ferment without the addition of sugars, acids, enzymes, or other nutrients. Grape wine is produced by fermenting crushed grapes using various types of yeast. Yeast...
exporters, mainly France. The ban on alcohol was lifted, and sale was allowed through outlets run by Vinmonopolet.
Since 1939 the state, initially through the Norwegian Ministry of Finance
Norwegian Ministry of Finance
The Royal Norwegian Ministry of Finance is a Norwegian ministry established in 1814. The ministry is responsible for state finance, including the state budget, taxation and economic policy in Norway. It is led by Sigbjørn Johnsen...
and later the Norwegian Ministry of Health and Care Services
Norwegian Ministry of Health and Care Services
The Royal Norwegian Ministry of Health and Care Services is a Norwegian government ministry in charge of health policy, public health, health care services and health legislation in Norway....
, has been the sole owner, buying out the private shareholders while remaining a stock company
Joint stock company
A joint-stock company is a type of corporation or partnership involving two or more individuals that own shares of stock in the company...
.
The company's import and production activities ceased in 1996 when the EFTA ruled that the monopoly was in violation of the EEA
European Economic Area
The European Economic Area was established on 1 January 1994 following an agreement between the member states of the European Free Trade Association and the European Community, later the European Union . Specifically, it allows Iceland, Liechtenstein and Norway to participate in the EU's Internal...
agreement, the company divided into the created company entity Arcus which continued all production, import and distribution activity of spirits, leaving Vinmonopolet as a sole retail monopoly
Alcohol monopoly
An alcohol monopoly is a government monopoly on manufacturing and/or retailing of some or all alcoholic beverages, such as beer, wine and spirits. It can be used as an alternative for total prohibition...
.
In 1999 the format of the outlets was restructured, making nearly all stores self service from the previous format of sales over the counter, and internet sales began in 2002.
Consumer relations
In a 2008 survey by Norsk Kundebarometer, customers of the monopoly were 81.5% satisfied with the company, ranking it 4th in Norway, a figure that rose to 88% in 2009. There are critical voices, however, that have questioned the institution's selection process of allowing a small self-recruited group, termed "the taste bureaucracy", make the wine buying decisions on behalf of the entire Norwegian people.The institution has not stayed clear of problems. In one instance in 2001, the published price list offered Château Latour
Château Latour
Château Latour is a French wine estate, rated as a First Growth under the 1855 Bordeaux Classification. Latour lies at the very southeastern tip of the commune of Pauillac in the Médoc region to the north-west of Bordeaux, at its border with Saint-Julien, and only a few hundred metres from the...
at the incredibly priced NOK 555, where an estimate would normally be approximately NOK 2,600, causing the quickest three customers to order to buy up the entire inventory, with the intent to make a fast and considerable profit. The explanation was that the more modestly priced Château Latour à Pomerol
Château Latour à Pomerol
Château Latour à Pomerol is a Bordeaux wine from the appellation Pomerol. The winery is located on the Right Bank of the Bordeaux wine region, in the commune of Pomerol in the department Gironde...
had its name listing edited down for brevity.
Surveys from the mid 90s, indicated a majority of the Norwegian population were in support of dissolving the monopoly arrangement, and allowing for the sale of wine by the private sector. Since the restructuring of 1996, the consumer satisfaction steadily increased, the events described by current CEO Kai G. Henriksen
Kai G. Henriksen
Kai Henning Gjesdal Henriksen is a Norwegian businessperson. A former politician for the Conservative Party of Norway, and having served a period as the chief executive officer of Storebrand Bank, Henriksen is since 2006 the current CEO of the Norwegian government-owned wine and spirits retail...
as "the lifting of the import ban was a stroke of fortune. Today we have 210 importers competing to find the most reasonably priced, the best and most glorious wines of the world."
Robert Lie, then sommelier
Sommelier
A sommelier , or wine steward, is a trained and knowledgeable wine professional, commonly working in fine restaurants, who specializes in all aspects of wine service as well as wine and food matching...
of Bagatelle
Bagatelle restaurant
Bagatelle is a gourmet restaurant in the borough Frogner in Oslo, Norway.It is the only Norwegian restaurant that has held two stars in the Michelin guide. The restaurant lost one of its stars in 2008, though was restored as a two-star restaurant in March 2009...
, has stated, "I am among the supporters. In recent years Vinmonopolet has had great impact on the wine interest of the average Norwegian. To my knowledge there are no wine stores in the world with an equal selection. There are also fairly good prices for more expensive wines. For highly coveted wines one must pay much more in London." Torkjell Berulfsen
Torkjell Berulfsen
Torkjell Berulfsen is a Norwegian television personality.He took his education at the University of Oslo, graduating in the English language. He worked at the University College of London from 1967 to 1968, and was later an editor for a Norwegian-English dictionary...
, presenter of considerable TV programming with focus on alcoholic goods, has stated, "These days I praise Vimonopolet into the clouds. I bless it! I don't dare imagine some zitty, unmotivated 25-year old 'red wine supervisor' at Rimi
RIMI
RIMI is a grocery store chain with 279 retail outlets throughout Norway. The chain is owned by ICA, but can trace itself back to 1977 when it was founded as RIMI 500 by Stein Erik Hagen....
!"
Arne Ronold
Arne Ronold
Arne Ronold is a Norwegian Master of Wine, a journalist and editor of the Norwegian wine publication Vinforum, and considered an expert on Italian and Burgundy wine.-Career:...
MW
Master of Wine
Master of Wine is a qualification issued by The Institute of Masters of Wine in the United Kingdom...
has pointed to the formats of UK and Denmark as successful alternatives that offer good selections in supermarkets and specialty stores, while stating that the present situation offers a wide selection for consumers in certain areas but with considerably more limited options for some other areas, and while more costly wines may be less expensive in the Vinmonopolet format, this is a "positive side-effect of a market that doesn't work, being of little benefit to the average consumer". He acknowledges "a near-revolution in that at present there are more than 10,000 products available, which is wonderful", adding, "I have been among the most ardent critics but have mildened somewhat. I am adequately satisfied with Vinmonopolet as it is now. But they still have some way to go concerning aged wine
Aging of wine
The aging of wine, and its ability to potentially improve wine quality, distinguishes wine from most other consumable goods. While wine is perishable and capable of deteriorating, complex chemical reactions involving a wine's sugars, acids and phenolic compounds can alter the aroma, color,...
and the second hand market. In this, access is poor." Ronold's publication Vinforum which 1986 founding was motivated by the perceived poor performance of Vinmonopolet, whose Italian wine
Italian wine
Italian wine is wine produced in Italy, a country which is home to some of the oldest wine-producing regions in the world. Italy is the world's largest wine producer, responsible for approximately one-fifth of world wine production in 2005. Italian wine is exported largely around the world and has...
selection then totalled 14 labels including reds, whites and sparkling
Sparkling wine
Sparkling wine is a wine with significant levels of carbon dioxide in it making it fizzy. The carbon dioxide may result from natural fermentation, either in a bottle, as with the méthode champenoise, in a large tank designed to withstand the pressures involved , or as a result of carbon dioxide...
. By 2010 the category had risen past 2,000 labels, leading co-founder Ola Dybvik to declare, "we are living in paradise", continuing in context that the Norwegian population is comparative to a New York suburb, "in terms of selection, the store has moved into the definitive world elite".
In a commentary by Tom Marthinsen, then wine critic of Dagens Næringsliv
Dagens Næringsliv
Dagens Næringsliv, commonly known as DN, is a Norwegian tabloid specializing in business reporting with a claimed daily circulation of 82,775 copies in 2008, making it the 8th largest newspaper in Norway. The editor in chief is Amund Djuve. Its name is Norwegian for "Today's Business".Originally...
, also acknowledged the progress from the conditions of the 1990s, but was critical to the direction of applying new techniques from chain stores which lead to standardization of the urban outlets, while contending that the rural stores have a "catastrophical selection", and these consumers from "the districts" would benefit from purchasing wine in their local food store. Marthinsen called upon the leadership to "set free the store buyers, reinstate the competitive element between the stores, in other words leave behind the chain store mentality and allow local creativity to flourish".
In December 2008, Vinmonopolet announced plans to implement a system of arranging auctions
Wine auction
A wine auction is an auction devoted to wine, sometimes in combination with other alcoholic beverages. There are two basic types of wine auctions: first hand wine auctions, where wineries sell their own wines, and second hand wine auctions, arranged by auction houses or other auctioneers to make...
of second hand wine, similar to the model in use by Swedish Systembolaget
Systembolaget
Systembolaget is a government owned chain of liquor stores in Sweden. It is the only retail store allowed to sell alcoholic beverages that contain more than 3.5% alcohol. Systembolaget also sells non-alcoholic beverages. To buy alcoholic beverages at Systembolaget one has to be 20 years of age or...
. Under current Norwegian law it is illegal to sell alcohol by auction.
It became the stated ambition of Vinmonopolet to be "the world's premier wine store", in 2010 presenting figures and goals for the future concerning diversity of available products and customer service quality philosophy. Vinmonopolet offered more than 12,000 products, next to 2009 figures from comparative retailers such as Systembolaget which offered ca. 9,000 products, Alko
Alko
Alko is the national alcoholic beverage retailing monopoly in Finland. It is the only store in the country which retails beer over 4.7% ABV, wine and spirits. Alcoholic beverages are also sold in licensed restaurants and bars but only for consumption on the premises...
of Finland with ca. 3,000 products available, or British Waitrose
Waitrose
Waitrose Limited is an upmarket chain of supermarkets in the United Kingdom and is the food division of the British retailer and worker co-operative the John Lewis Partnership. Its head office is in Bracknell, Berkshire, England...
with ca. 1,500 products available.
Special shops
Two Vinmonopolet outlets have status as "special shops", with one each located in Oslo (Vika, formerly Briskeby) and Bergen (Valkendorfsgaten). It is a stated goal to develop more "special shops" over time in other larger Norwegian cities. These outlets launch new products on the first Thursday of every month (except July), to supplement a special selection of approximately 750 products not available in the ordinary product list, described to be of "either innovative, limited availability or of an exceptionally high quality". As with all wine purchased in the normal outlets, Vinmonopolet guarantees the provenance of these uncommon wines, and the customer retains the regular right to return faulty wine for the money back within five years of purchase.Though the available quantities of the special release wines can be very limited, some wines so sparse they entail minimal purchasing quotas in order to reach a wider public, prices may be as low as ⅓ or ¼ of world market value. As a result of considerable enthusiasm surrounding these product launches, the trends of customer behaviour has come under criticism for sinking to an uncivilised level.
Corruption cases
In what is known as Dysthesaken (the Dysthe case) in 1930 exposed flaws in the goods acquisition procedures of Vinmonopolet, and as a consequence changes were made to the procedures. The leadership were sentenced for combining company and personal interests, and the influence and power of individuals in purchasing decisions were reduced after the process. Following this, a law of July 19, 1931 (Vinmonopolloven, the wine monoploy law) came into effect.Ekjordsaken, (the Ekjord case) uncovered in 2005, brought new allegations of corruption against employees and leadership of Vinmonopolet. A probe led by Erling Grimstad exposed that the importer firm Ekjord A/S over the course of several years had sponsored outlet leaders by arranging luxury dining and accommodations as well as other gifts in order to influence purchases and placement of their products within the stores. Membership in this exclusive group was symbolized by the gift of a tastevin. Several Vinmonopolet leaders admitted to having received wines and other perks, which led to reprimands of 9 individuals, two of whom were dismissed.
The initiating factor came when Svein Lindin, an employee who had been fired from Ekjord A/S, sued against wrongful dismissal. The scandal escalated as the media discovered the particulars of the lawsuit, with Lindin as the chief source of allegations that would result in wide consequences. During the trial the elaborate "grease
Bribery
Bribery, a form of corruption, is an act implying money or gift giving that alters the behavior of the recipient. Bribery constitutes a crime and is defined by Black's Law Dictionary as the offering, giving, receiving, or soliciting of any item of value to influence the actions of an official or...
culture" in the company Ekjord A/S was uncovered. Knut Grøholt withdrew from the position of CEO of Vinmonopolet later that year, and in August 2006 was replaced by Kai G. Henriksen
Kai G. Henriksen
Kai Henning Gjesdal Henriksen is a Norwegian businessperson. A former politician for the Conservative Party of Norway, and having served a period as the chief executive officer of Storebrand Bank, Henriksen is since 2006 the current CEO of the Norwegian government-owned wine and spirits retail...
.
Vinbladet
Having long planned to publish a magazine aimed at consumers as was already done by Systembolaget in Sweden, in 1988 Vinmonopolet launched Vinbladet ("The Wine Magazine" or "The Vine Leaf"), distributed to customers free of charge. The magazine's name had been used precisely 60 years previously for the internal publication which provided information to employees about the sold goods. The rationale was that as Vinmonopolet were in the business of selling culture, they wanted to do so with culture, making information available crucial.A professional editor was engaged, and the publication printed on glossy paper contained images of a commercial nature depicting the diverse nations' wine regions and wine production, and articles on various subjects connected to food, wine and spirits. The Norwegian temperance movement
Temperance movement
A temperance movement is a social movement urging reduced use of alcoholic beverages. Temperance movements may criticize excessive alcohol use, promote complete abstinence , or pressure the government to enact anti-alcohol legislation or complete prohibition of alcohol.-Temperance movement by...
reacted negatively and responded with press declarations accusing Vinmonopolet of attempting to popularise alcohol use, rather than limit it. The criticism from the temperance movement also maintained that the alcohol in wine did not distinguish itself from the alcohol in hard spirits, that "fine dining" customs functioned as a gateway to alcohol problems
Alcohol abuse
Alcohol abuse, as described in the DSM-IV, is a psychiatric diagnosis describing the recurring use of alcoholic beverages despite negative consequences. Alcohol abuse eventually progresses to alcoholism, a condition in which an individual becomes dependent on alcoholic beverages in order to avoid...
, and that the cultural projects of Vinmonopolet could well lead to family tragedies, destroyed lives, fear and death.
Rødvin
When the German occupation forcesOccupation of Norway by Nazi Germany
The occupation of Norway by Nazi Germany started with the German invasion of Norway on April 9, 1940, and ended on May 8, 1945, after the capitulation of German forces in Europe. Throughout this period, Norway was continuously occupied by the Wehrmacht...
withdrew from Norway in 1945, there remained behind 400,000 litres of Bordeaux wine
Bordeaux wine
A Bordeaux wine is any wine produced in the Bordeaux region of France. Average vintages produce over 700 million bottles of Bordeaux wine, ranging from large quantities of everyday table wine, to some of the most expensive and prestigious wines in the world...
which became the foundation of the generic
Generic brand
Generic brands of consumer products are distinguished by the absence of a brand name. It is often inaccurate to describe these products as "lacking a brand name", as they usually are branded, albeit with either the brand of the store in which they are sold or a lesser-known brand name which may...
"Rødvin" ("Red wine"), the best selling wine in Norway over several decades, which is accredited as a cornerstone in "cultivating Norwegian drinking culture". Nicknamed "Château Hasle" (from the location name of the Vinmonopolet head quarters) and "Sekskroners" ("costing six kroner"), sales of the brand are estimated in excess of 120 million litres, it eventually ceased being the national top seller due to the arrival of inexpensive Chilean
Chilean wine
Chilean wine is wine made in the South American country of Chile. The region has a long viticultural history for a New World wine region dating to the 16th century when the Spanish conquistadors brought Vitis vinifera vines with them as they colonized the region. In the mid-19th century, French...
and Italian
Italian wine
Italian wine is wine produced in Italy, a country which is home to some of the oldest wine-producing regions in the world. Italy is the world's largest wine producer, responsible for approximately one-fifth of world wine production in 2005. Italian wine is exported largely around the world and has...
wines by 1998.
The initial blends consisting of Bordeaux wines from the 1934 and 1937 vintages, along with simple German and Italian wine, were sold from January 1, 1946 for NOK total of 4.50, both Rødvin and Hvitvin (White wine), all sold out by 1947. As the successive imports of wine from Algeria
Algerian wine
Algerian wine is wine made from the North African country of Algeria. While not a significant force on the world's wine market today, Algeria has played an important role in the history of wine. Algeria's viticultural history dates back to its settlement by the Phoenicians and continued under...
, Tunisia and Chile marketed under other names failed to sell well, an initiative was made in 1949 to compose a new blended wine for the people, affordable and easily drinkable. Purchasing director Haakon Svensson was given a set budget and assigned to negotiate deals with wine producers, initially securing deals with winemakers from Le Midi
Southern France
Southern France , colloquially known as le Midi is defined geographical area consisting of the regions of France that border the Atlantic Ocean south of the Gironde, Spain, the Mediterranean, and Italy...
, Valencia
Valencia (DO)
Valencia is a Spanish Denominación de Origen for wines located in the province of Valencia and is divided into two separate zones and four sub-zones each one of which produces a different type of wine.-History:Grape growing and wine production has been present in this area for thousands of years...
and Algeria, with an aim to produce a blended wine that could decrease the Norwegian people's vast consumption of liquor
Distilled beverage
A distilled beverage, liquor, or spirit is an alcoholic beverage containing ethanol that is produced by distilling ethanol produced by means of fermenting grain, fruit, or vegetables...
, at the time ten to one the ratio of the consumption of wine.
On sale from February 1, 1950 at the total price of NOK 6 (NOK 4 + 50% tax), the price remained fixed until 1968, causing it to be widely known as "the six kroner wine". By 1970 it cost NOK 7, and by 1990 it had risen to NOK 43. Normally blended from 5 to 10 wines, from locations that later also included Cyprus and Turkey, Rødvin was in 1972 responsible for 40% of all wine sold in Norway, leading up to the peak of its popularity in the 1980s. In 1981 there was sold 3.8 million liter, while by 2000 Rødvin production had been transferred to Arcus and annual sales had decreased to 700,000 liters.
Golden Power
Golden Power was a Norwegian-produced sparklingSparkling wine
Sparkling wine is a wine with significant levels of carbon dioxide in it making it fizzy. The carbon dioxide may result from natural fermentation, either in a bottle, as with the méthode champenoise, in a large tank designed to withstand the pressures involved , or as a result of carbon dioxide...
fruit wine
Fruit wine
Fruit wines are fermented alcoholic beverages made from a variety of base ingredients ; they may also have additional flavours taken from fruits, flowers, and herbs. This definition is sometimes broadened to include any fermented alcoholic beverage except beer...
(not to be confused with an energy drink
Energy drink
Energy drinks are beverages whose producers advertise that they "boost energy." These advertisements usually do not emphasize energy derived from the sugar and caffeine they contain but rather increased energy release due to a variety of stimulants and vitamins....
of the same name), made of 70% rhubarb
Rhubarb
Rhubarb is a group of plants that belong to the genus Rheum in the family Polygonaceae. They are herbaceous perennial plants growing from short, thick rhizomes. They have large leaves that are somewhat triangular-shaped with long fleshy petioles...
, 20% apple
Apple
The apple is the pomaceous fruit of the apple tree, species Malus domestica in the rose family . It is one of the most widely cultivated tree fruits, and the most widely known of the many members of genus Malus that are used by humans. Apple grow on small, deciduous trees that blossom in the spring...
and 10% grape juice
Grape juice
Grape juice is obtained from crushing and blending grapes into a liquid. The juice is often sold in stores or fermented and made into wine, brandy, or vinegar. In the wine industry, grape juice that contains 7-23 percent of pulp, skins, stems and seeds is often referred to as "must"...
, which was produced by Vingården (the Røed farm in Filtvet, in the Tofte area, in Hurum
Hurum
Hurum is a municipality in Buskerud county, Norway. The administrative centre of the municipality is the village Klokkarstua. The municipality of Hurum was established on 1 January 1838 . The small village of Holmsbu was granted town status in 1847, but it did not become a municipality of its own...
), associated with owner Frantz Michaelsen. The product was removed from Vinmonopolet selection in 2006.
Vingården was considered part of the local culture, and Golden Power deemed by some a rare, innovative Norwegian product. Traditions of winemaking were established in 1886, and Vingården came to have a production capacity of some 800,000 litres while the production process of Golden Power was claimed to last for four years. Near the end of its production, the company produced between 20,000 and 25,000 bottles annually.
Other alcoholic monopolies
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— SwedenSwedenSweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund.... - VínbúðVínbúðVínbúð is a chain of 46 stores run by the Icelandic alcohol and tobacco monopoly ÁTVR, locally called ríkið . It is Iceland's sole legal vendor of alcohol for off-premises consumption, though in practice most bars and restaurants will not prevent you from leaving with purchased drinks...
— IcelandIcelandIceland , described as the Republic of Iceland, is a Nordic and European island country in the North Atlantic Ocean, on the Mid-Atlantic Ridge. Iceland also refers to the main island of the country, which contains almost all the population and almost all the land area. The country has a population... - Provincial Liquor Crown CompaniesAlcoholic beverages in Canada-Comparative consumption:Statistics Canada carries out surveys of alcoholic consumption in Canada, divided by province. Average values for the country are given in the bottom row of the table.-Distribution:...
— CanadaCanadaCanada is a North American country consisting of ten provinces and three territories. Located in the northern part of the continent, it extends from the Atlantic Ocean in the east to the Pacific Ocean in the west, and northward into the Arctic Ocean...
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- Société des alcools du QuébecSociété des alcools du QuébecThe Société des alcools du Québec , often abbreviated and referred to as SAQ, is a provincial Crown corporation in Quebec.-Organization:...
— QuebecQuebecQuebec or is a province in east-central Canada. It is the only Canadian province with a predominantly French-speaking population and the only one whose sole official language is French at the provincial level....
- Liquor Control Board of Ontario — Ontario
- National Alcohol Beverage Control AssociationNational Alcohol Beverage Control AssociationThe National Alcohol Beverage Control Association [NABCA] was established in 1938 as the nationwide organization representing the interests of alcoholic beverage control states or monopoly sale states in the United States...
— United StatesUnited StatesThe United States of America is a federal constitutional republic comprising fifty states and a federal district...
- Pennsylvania Liquor Control BoardPennsylvania Liquor Control BoardThe Pennsylvania Liquor Control Board is an independent government agency that manages the beverage alcohol industry in Pennsylvania. It is responsible for licensing the possession, sale, storage, transportation, importation, and manufacture of wine, spirits, and malt or brewed beverages in the...
— PennsylvaniaPennsylvaniaThe Commonwealth of Pennsylvania is a U.S. state that is located in the Northeastern and Mid-Atlantic regions of the United States. The state borders Delaware and Maryland to the south, West Virginia to the southwest, Ohio to the west, New York and Ontario, Canada, to the north, and New Jersey to...
- Pennsylvania Liquor Control Board
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