We bring together wine export communications and wine education under one roof
Your Export Marketing and Communications Partner in Sweden
In 2021, three well-respected voices in Sweden’s wine education, restaurant, and media landscapes came together with a shared ambition: to redefine sommelier education. The result was The Wine Hub, and a bold new kind of diploma program: modern, comprehensive, and built for the future of wine.
As we grew, so did our vision. In 2024, we launched a dedicated marketing and events division. Today, we craft tailored strategies and activities for wine boards, connecting your producers with exactly the right audience in Sweden.
Why Work With Us?
Strong Network
Strong Network
With us you’ll get access to all of the local industry, including importers, restaurants, educators, the monopoly, and media.
Future Industry Access
Future Industry Access
Our sommelier students often move directly into the trade and restaurants.
Visibility on Social
Visibility on Social
As a young start-up, we live and breath digital, and reach 90,000 people per month on Meta. Our recently started TikTok channel will grow to 15,000 followers by the end of 2026.
Whole Country Approach
Whole Country Approach
We operate in Sweden’s 4 major cities for the wine trade, Stockholm, Malmö, Gothenburg, and Umeå. We’re also active in Norway.
True Wine Experts
True Wine Experts
We’re 7 passionate sommeliers and wine lovers with backgrounds in marketing, sales, PR, journalism, events, and the restaurant industry.
Education Meets Communication
Education Meets Communication
We combine wine education, PR, events, and communication
to create authentic connections across the Nordic wine trade.
Your team on the ground
Barbara Peters
Export Communications & Events Director
Johanna Thulin
Junior PR Advisor
Marika Wærn
CEO & Founder
Alice Dahlgren
Marketing Manager & Educator
Hans Wejnefalk Larsson
Lead Educator & Founder
Johan Franco Cereceda
Director of Education & Founder
Alexandra Wirén
Coordinator
What We Offer
At the start of every partnership, we assess your needs and develop a tailored marketing and communications strategy based on your goals and budget. Our work includes masterclasses, tastings, events and collaborations with media and influencers to maximise visibility. We also organise press activities and create content to strengthen your presence in the Swedish market.
Swedish market
Understanding the Swedish wine market
The Swedish market can seem complex at first – particularly due to the alcohol monopoly.
But don’t worry. We’ll guide you through the landscape.
Good to know
Key decision-makers can be reached with relatively small, targeted efforts
Wine journalists have a strong influence on consumer purchasing decisions
Sweden is home to the world’s largest wine club, with nearly 30,000 members
There are many opportunities to connect with Swedish wine professionals and consumers – if you know how.
Previous Work
Best Cases
Our best cases highlight how we turn wine communication into engaging experiences for trade professionals, consumers, and media. From tastings and masterclasses to creative campaigns and market activations, each project is tailored to create impact and lasting connections.
Explore a selection of collaborations and concepts we’ve brought to life together with wine regions and producers from around the world.
Where we operate
We operate throughout Sweden – from Umeå in the far north to Malmö in the south, with a strong presence in Stockholm and Gothenburg, the country’s most important cities for the wine trade.
We also offer communication and event activities in Norway.
Our favorite events
Our amazing clients
