Scroll down to discover route to market
Of all the everyday tasks and annual challenges you face when trying to grow your business, the Norwegian market doesn’t have to be one of them.
Partner up with TOAST Group! We know how to make a difference and what it takes to succeed in our market
We have been working in partnership with Interbrands Norway (part of Toast Group) since 2009. Together, we have created a profitable and wonderful collaboration, which allowed our business to grow and establish our brand among the best renowned and most respected ones in Norway.
They are a team of professionals who’s always available with punctual ideas and strategies to develop our expansion in the market. These are people with whom we have built an important relationship of mutual trust and sincere friendship
Pierangelo Tommasi
Executive Director, Tommasi Family Estates
You have dedicated your life to our industry–so have we. Your search for excellence and your pride in achievement – we share it.
Building a new partnership is not a decision you take lightly – nor do we.
We get it.
Building a brand in Norway is a different story.
let us explain
Norway is unique
Here's a handful of other things you need to know about Norwegians:
Norway isn't like most countries. The drinking culture (and culture overall) tend to be different from most European countries. For outsiders, this can all feel a bit strange. Not to worry, we'll provide you with all the information you need.
A fun fact is that Norwegians spend almost 5% of their
income on alcohol. Significant amounts, in other words!
Norwegians are extremely pragmatic
That's why nearly 60% of the wine they purchase comes in a bag-in-box. In addition to good value, it is a convenient format when bringing a favorite red on cabin trips, or serving up that easy-drinking rosé on their boat during the summer.
Drinking at home
Did you know that Norwegians spend more money on home renovations than any other nationality? Norwegians also love to invite their friends and family for dinner and drinks. That’s probably why they do most of their drinking at home!
Wine on the uprise
Up until 1982, Norwegians consumed more spirits than wine. As a very young wine drinking nation we're still adapting to more continental habits, and nearly 80% of alcohol consumption takes place on weekends.
And then we have
The world's most beloved monopoly!
Vinmonopolet
What is it?
Vinmonopolet is a nationwide alcoholic beverage retail chain fully owned by the Norwegian state. It's the only retailer permitted to sell alcoholic beverages above 4,75%
There is a Vinmonopol in almost every corner of Norway, with just 2% of the population living more than 30 kilometers away from one of them. By the end of 2022 there were 344 shops throughout the country.
All products are to be supplied to every shop at the same retail price, if required.
In every corner of Norway
Vinmonopolet´s social misson
Vinmonopolet’s mission is to be Norway’s best retail specialist and a leading force in customer service, while limiting the harmful effects of alcohol through responsible sales and reduced availability.
Customer surveys confirm their success through consistent top ratings in the last two decades.
Not bad for a monopoly!
Rules and regulations
Because the health department are working actively to reduce the damage alcohol has on the population, there is a total ban on alcohol advertising towards consumers.
In other words...
So, what is the route to the Norwegian market?
Brand building strategy
Despite all communication obstacles and challenges –
we know the route to market!
Vinmonopolet
Quality and consistency are key success factors which achieves results.
- Our strategy is to focus on Monopoly trade fairs and tastings.
- We see opportunities where the competition doesn't.
- We have a dedicated tender specialist.
- With enthusiasm and skill –we have achieved thousands of listings (product/shop combination) through the order assortment for our partners.
- In cooperation with our partners – we have successfully built top selling and profitable brands... And we can do it again!
HORECA
- Our investments in Horeca will allow us to double volumes by 2025
- We focus on 25 hotspots: Major cities, ski resorts and summer venues
- The Toast trade universe comprises more than 800 venues –from fine dining and hip cocktail bars to the pizza place next door
- Visibility and activation where target consumers frequent
- Distribution through all domestic wholesalers
Journalists
Key journalists of the free press exert a significant influence on certain consumer groups.
- Our dedicated press expert has long-standing relationship with key players in the media.
- Reviews, feature articles and columns dedicated to alcoholic beverages are common in newspapers, magazines and digital channels.
- The influence on consumer behaviour is apparent in our sales figures.
Duty free
- Toast Group is a supplier to the ferry companies who’s operating from Norway
- The Norwegian ferry companies with duty free business has approx. 5,5 mill passengers annually
- Through our sister company in Denmark, we can integrate products in a Nordic duty free strategy
- Toast Group is a supplier to all Horeca outlets and to the retail shop at Svalbard 79° north
- The island has 2.500 inhabitants, 3.000 polar bears and is annually visited by 75.000 tourists
Our team are market experts and know how to overcome hurdles.
- We share your passion.
- We have a proven track record.
- We are route to market experts.
- We know our partners products.
- We know the gatekeepers in
all trade channels. - We have a lean and incorporated
supply chain. - We are small enough to be flexible and big enough to make market impact.
- We have a true entrepreneurial
and winning mindset.
Our cocktail of success has created annual growth since establishment in 2006
Toast group facts
Toast Group Brand Building Achievements
- Privately owned group of wine and spirits importers
- First company established in 2006
- Nearly 3 mill litres sold in 2022
- A top 10 player in the Norwegian market
- Eco-Lighthouse certified (Equivalent to the ISO 14001)
- 16 employees – including 6 Brand managers and team of 7 in horeca sales
- No. 1 selling red Italian wine 75 cl
- No. 1 selling red Italian wine BiB 3L
- No. 1 selling red wine above 200 NOK
- No. 1 selling red wine above 350 NOK
- No. 1 selling Norwegian Gin
- No. 1 selling Sambuca and Limoncello
- No. 1 selling Sherry
- No. 1 selling Champagne
- No. 1 selling UK sparkling wine
- 3 out of top 8 selling Champagnes
- We have achieved organic growth for all our top suppliers
All of Toast group
Thank you for the time to consider Toast Group as your future partner.
As you can see, our track record of long-lasting business relationships is impeccable due to our sincere wish of creating mutual results, passion for our industry and even having fun doing it. It’s a people’s business and we care about each other and our partners.
It’s called collaboration!
Are you interested to be the
next no. 1 in your category?
Contact me at oyvind@toastgroup.no