Bag-in-Box Wine Imports to Denmark Surge 49.6% as Market Value Drops by €12 Million

In the first half of 2025, Denmark’s wine import market showed a mixed performance, according to customs data compiled by S&P Global (IHS) and the Interprofesional del Vino de España (OIVE). The country imported a total of 90.7 million liters of wine, marking a 1.0% increase in volume compared to the same period last year. However, the total value of these imports fell by 3.4% to €343.7 million, reflecting a notable drop in average price per liter, which decreased by 4.3% to €3.79.

The data reveals that packaged wine categories—which include sparkling, bottled, and Bag-in-Box (BiB) wines—collectively saw their import volume rise by 0.8% to 56.1 million liters. Despite this growth in volume, the value of packaged wine imports declined by 2.8%, totaling €308.4 million. The average price for these wines dropped by 3.6% to €5.50 per liter.

Bulk wine imports followed a similar pattern: volumes increased by 1.9% to 34.9 million liters, but the value fell by 3.3% to €37 million. The average price for bulk wine experienced an even sharper decline of 5.1%, settling at €1.06 per liter.

One category stood out from the overall trend: Bag-in-Box (BiB) wines experienced significant growth, with import value surging by 41.6% and volume jumping by 49.6%. This growth comes from a relatively small base but signals changing consumer preferences in Denmark, possibly driven by price sensitivity and convenience.

France maintained its position as Denmark’s leading wine supplier by value, reaching €124.3 million and accounting for about 36% of the market share in value terms. Italy led in volume, exporting 20 million liters to Denmark and holding a 22% share of the market’s total volume. Spain remained the third-largest supplier in both value and volume but faced sharp declines of around 15% in each metric, with imports dropping to €34.7 million and 12 million liters.

Other countries saw notable gains during this period. Chile increased its export value to Denmark by 21.6%, South Africa by 23.2%, and the United States by 11%. These increases suggest that Danish importers are diversifying their sources and responding to shifts in global supply chains and pricing.

Sparkling wines were among the few categories where average prices rose slightly—by 0.7%—to €9.24 per liter, even as both value (-8.9%) and volume (-9.5%) declined compared to the first half of last year.

The overall contraction in market value—down €12 million from the previous year—was largely driven by lower average prices across most categories rather than a drop in demand for wine itself. The modest increase in total import volume indicates that Danish consumers continue to buy wine but are increasingly seeking lower-priced options or alternative formats such as BiB.

These trends reflect broader changes in consumer behavior and market dynamics within Denmark’s wine sector during the first half of 2025, with established suppliers facing new competition and innovative packaging formats gaining ground among buyers looking for value and convenience.