The Danish wine import market delivered a mixed performance during the first half of 2025, according to Danish customs figures compiled by S&P Global (IHS) and analyzed by the Spanish Wine Interprofessional Organization (OIVE).
While total import volume increased slightly, total value fell—illustrating a consumer shift toward lower-priced products and alternative packaging formats.
Overall Evolution: More Liters, Less Revenue
Between January and June 2025, Denmark imported 90.7 million liters of wine, representing a 1.0% increase in volume compared to the same period in 2024. However, the total value declined by 3.4%, reaching EUR 343.7 million. This imbalance pushed the average price per liter down by 4.3% to EUR 3.79.
This pattern reinforces a broader trend observed in Nordic markets: consumers are becoming more price-sensitive, even in traditionally high-value categories such as wine.
Packaged Wines: Higher Volumes, Lower Values
Packaged wines—including sparkling, bottled still wines, and Bag-in-Box—continued to dominate the market. Imports in this category totaled 56.1 million liters (+0.8%), yet the value dropped by 2.8% to EUR 308.4 million. The average price declined by 3.6% to EUR 5.50 per liter, indicating either promotions, a shift in product mix toward lower-priced wines, or increased competition among suppliers.
Bulk Wine: Volume Up, Price Down
Bulk wine also showed a similar divergence:
- Volume: 34.9 million liters (+1.9%)
- Value: EUR 37 million (-3.3%)
- Average price: EUR 1.06/liter (-5.1%)
This drop in average price reveals competitive pressure in bulk wine supply and possibly reflects global oversupply conditions affecting commodity wine markets.
Bag-in-Box: The Fastest-Growing Format in Denmark
One of the clearest trends in the Danish market is the rapid expansion of Bag-in-Box (BiB) wine:
- Volume: +49.6%
- Value: +41.6%
Though starting from a smaller base compared to bottled wine, this growth is significant. It reflects the rising preference among Danish consumers for practical, sustainable, and cost-effective formats. For family consumption, home use, and casual occasions, Bag-in-Box is increasingly becoming a preferred choice.
Supplier Countries: France and Italy Lead, Spain Declines
France
France strengthened its leadership by value, supplying EUR 124.3 million worth of wine and accounting for 36% of the Danish wine market in value terms. Bordeaux, Burgundy, Provence rosés, and Champagne remain strong references for Danish consumers.
Italy
Italy holds the top spot by volume, with 20 million liters and a 22% share of total Danish imports. Italian wines combine strong brand recognition with competitive pricing.
Spain
Spain remains the third largest supplier in both value and volume, but faces an evident contraction:
- Value: EUR 34.7 million (-15%)
- Volume: 12 million liters (-15%)
These declines suggest Spain is losing competitive ground to other suppliers—particularly in the lower and mid-priced segments where Denmark shows growing interest.
Strong Performers: Chile, South Africa, United States
Several non-European countries are gaining momentum:
- Chile: +21.6% in value
- South Africa: +23.2%
- United States: +11%
These producers are benefiting from competitive pricing, strong branding, and the Danish market’s increasing openness to diverse wine origins.
Category Breakdown: Sparkling Wine Takes a Hit
Within packaged wines, sparkling wine registered declines:
- Value: -8.9%
- Volume: -9.5%
- Average price: EUR 9.24/liter (+0.7%)
Despite the slight price increase, sparkling wine is feeling the impact of inflation-driven consumer caution and the return to still wines or lower-cost alternatives.
Conclusion: A Market in Transition
In the first half of 2025, Denmark imported EUR 343.7 million in wine, totaling 90.7 million liters. Although overall volumes are growing, the decline in value and falling average prices signal a market seeking affordability, flexibility, and alternative formats such as Bag-in-Box.
France and Italy maintain their historical dominance, while Spain is encountering difficulties. Meanwhile, Chile, South Africa, and the United States continue to capture increasing attention from Danish importers and consumers.
The Danish wine market is clearly evolving—leaning toward competitive pricing, greater diversification of origins, and formats that align with modern consumption habits.
Source: Vinetur