Read our company presentation here! - Vingruppen

A COMPANY PRESENTATION
Welcome
to our
world

Be a part of our success!
WineWorld is a rapidly growing
importer on the Swedish wine
market and market leader in a
number of different segments.
We offer a carefully chosen portfolio
with a variety of wines that
will satisfy the most discerning
customer. Working with a select
group of producers still enables
us to handle large volumes of
products. This makes WineWorld
different - and successful.
Experts in winning tenders,
keeping them and making them
grow, WineWorld creates
business opportunities.
Is
this
you?
56%
growth rate
per year
one of
Top 15
winesuppliers to
sysembolaget

organic growth since the beginning
400 000 000 SEK
300 000 000 SEK
200 000 000 SEK
100 000 000 SEK
WineWorld, total sales (LITRE)
WineWorld, total sales (SEK)
0 SEK
2005 2006 2007 2008 2009 2010 2011 2012
5 000 000 ltr
3 750 000 ltr
2 500 000 ltr
1 250 000 ltr
0 ltr
Johan Boström
johan.bostrom@wineworld.se
anna-Karin Larsson
anna-karin.larsson@wineworld.se
Making wines sell
is what we do best
WineWorld was established in
2004 and consists of a focused
team of true brand builders:
Partner and Managing Director
Johan Boström and Business
Development Managers Anna-
Karin Larsson and Magnus
Eklöf. Both with long experience
Magnus Eklöf
magnus.eklof@wineworld.se
of the wine business and a
proactive approach to finding
the smartest solutions. A strong
in-house sales and support
organisation enables us to work
with a select group of partners
and focus on what we do best:
selling wine.

Do what others don’t
The WineWorld team is made
up of true entrepreneurs and
this shows in everything we do.
We have a win-win approach:
economic consciousness combined
with passion and determination.
Through organic growth
we are today one of the top
fifteen wine suppliers to
Systembolaget, with an average
growth rate of 56% a year.
We love this industry, but
above all we love doing business.

Grow with us
WineWorld’s business model is
based on a strong mutual
understanding with our partners.
We demand from them what they
demand from us – trust.
We want our partners
to grow with us.
We are in full control
Our in-house logistics team has
full control over the entire supply
chain, from source to consumer,
together with our logistics
partner Lagena. Our
in-house sales force covers the
whole market from North to
South – actively negotiating
with our clients and meeting
the market at fairs and public
relations events. We are also
one of the biggest buyers of
marketing space in the business.
Effective marketing is one
of the cornerstones of our
philosophy.
”Super company
of the year”
in financial magaZine Veckans affärer
based on performance & economic factors

innoVation, knowledge & brand building
This is
Our Way!
Is it
yours?

innoVation, knowledge & brand building
2010
2011
Product launches
2012
Straight to the shelves
A key factor that separates us
from our competitors is that we
create our own business opportunities,
in addition to the ones
Systembolaget issue.
Instead of waiting for Systembolaget’s
tenders we invest a lot
of resources in placing new
products on the market on our
own initiative through:
1. Evaluating the best solution
2. Fast tracking to the market
if necessary
3. Hard work and
tailormade campaigns
All in order to go to market
quicker.
6
5
4
3
2
1
7
0
Fast track to the market

innovation, Knowledge & Brand Building
7new
products
launched in
the monopoly
in 4 years for
orion wines /
paolo leo
success
2009 2010 2011 2012
case
Orion Wines/Paolo Leo, sales
Winning tenders
We look for market-oriented
partners that share our strong
business approach, knowledge
and philosophy. For example,
Orion Wines/Paolo Leo, have
had seven new products
700 000 ltr
560 000 ltr
420 000 ltr
280 000 ltr
140 000 ltr
0 ltr
introduced to the Swedish
market. In a very short period
of time they have become one
of the biggest producers of
bottled Italian wines at
Systembolaget.

innovation, Knowledge
& Brand Building
7
products listed
in the fixed range
at the monopoly
for barone ricasoli
barone ricasoli sales
2005 2006 2007 2008 2009 2010 2011 2012
success case
Barone Ricasoli
2 500 000 ltr
2 000 000 ltr
1 500 000 ltr
1 000 000 ltr
500 000 ltr
0 ltr
Brand building Ricasoli
One of our successful brands is
Barone Ricasoli, currently
number one in bottled Tuscan
wines. With 8 products, Barone
ad campaign examples
Ricasoli represents 53% of this
segment alone. And of all italian
reds sold at Systembolaget
they claim almost 6% the sales.

innoVation, knowledge & brand building
where
wineworld
came in
2004 2005 2006 2007 2008 2009 2010 2011 2012
success case
André Clouet Grande Réserve
Moët&Chandon Brut Impérial
Pol Roger Brut Réserve
Bollinger Special Cuvée Brut
Veuve Clicquot
Redefining the
Champagne segment
André Clouet is the number one
selling champagne in Sweden
and has been the fastest
ad campaign examples
100 000 ltr
80 000 ltr
60 000 ltr
40 000 ltr
20 000 ltr
0 ltr
growing champagne in the
country for six consecutive
years.
”One prime example of a
successful smaller producer is
... André Clouet, which entered
the monopoly after winning
a tender for the millennium
launches. Today... it’s the
dominant Champagne at
Systembolaget, outselling
the second ... Moët & Chandon
Brut, by almost 50%”
meininger’s 05/12
”inside systembolaget”
”If you have the volume
& the quality, there is a
unique opportunity in
Sweden for a smaller
producer to go headto-head
with the big
brands and win.”
Johan boström in
meininger’s 05/12
”inside systembolaget”

innoVation, knowledge & brand building
ad campaign examples
success case
How to rebrand for
a more positive trend
With one Italian producer, we
rebranded and repositioned
them as a classic Amarone and
Ripasso producer. Moreover, we
took their products to new
heights - and sales - with a full
redesign. The result: A higher
where
wineworld
came in
201010 201101 201104
201107
value and stronger company
profile. Strategic campaigns
have led to three new listings at
Systembolaget in the general
assortment and new launches
outside Systembolaget’s normal
procurements.
201110
201201
700 000 ltr
625 000 ltr
550 000 ltr
475 000 ltr
400 000 ltr
3new listings at
the swedish retail
monopoly in 1,5 years

innovation, Knowledge & Brand Building
Trends
that work
Examples of products launched
outside Systembolaget’s normal
routines. Their success is not by
accident; we know what sells!

passionate and determined
Want to get started?

Thank you for
your attention
johan boström
johan.bostrom@wineworld.se
mobILE +46 733 200 673
anna-karIn Larsson
anna-karin.larsson@wineworld.se
mobILE +46 706 844 543
maGnUs EkLöF
magnus.eklof@wineworld.se
mobILE +46 705 707005
WInE WorLD. boX 7471,
103 92 stoCkhoLm.
WWW.WInEWorLD.sE