The People Behind

With many years of experience in the Swedish wine business, we realized that there was a huge potential in the market for a more consumer oriented market approach. We have for many years worked with creating sales and distribution in the off-trade by investing in the market. With some fantastic successful back stories, introducing many new products to consumers, we saw the opportunity to take this to another level. Urban Wines was founded to meet tomorrow’s consumer.

We have experience of working in a local Systembolaget store, cooking in a Michelin starred restaurant, working at some of the most important FMCG-companies on the planet as well as creating some top wines at Systembolaget from a blank sheet of paper. These combined experiences have given us a lot of know-how and market insight. Our proven successes include everything from working with global and niche producers from every corner of the wine world to dealing with all the big media houses in Sweden. We have different competencies, experience, and market expertise while the one thing we have in common is our driving force – to bring the wine tomorrow’s consumer will demand!

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Johan Broberger

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Niklas Viderud