A collaboration creating impact in the Nordic countries
Introducing Vinkällan
Wine Vision is proud to announce a new strategic partnership with Vinkällan Dryckesutbildningar, Sweden’s oldest and most respected sommelier school, starting in 2026. The collaboration brings together two leading forces in the Nordic wine market, creating a powerful platform for international wine boards, producers and brands seeking greater visibility, education and engagement in the region.
Through the partnership, Vinkällan’s renowned wine expertise will be integrated into Wine Vision’s established portfolio of high-profile events, reaching both key decision-makers in the wine trade and highly engaged wine consumers.
Founded in 1996, Vinkällan is the Nordic region’s largest provider of professional beverage education, with more than 3,500 certified sommeliers. Among their high-profile experts you will find some of Scandinavia’s most influential wine voices, including Maya Samuelsson – well known from the national TV-show Nyhetsmorgon on TV4. Maya is also winner of the title Female Sommelier of the Year 2014, and coach of the Swedish National Sommelier Team.
“Our mission has always been to make wine knowledge inspiring, relevant and accessible – from first discovery to true mastery. Together with Wine Vision, we now have a unique opportunity to bring world-class wine education to a much broader audience across the Nordics”
Magnus Severin, CEO of Vinkällan.
Immersive wine experiences that drive impact
A core element of the collaboration is the launch of new experiential education formats designed to deliver both learning and commercial value. One flagship concept is the Wine Safari – a guided tasting journey through selected exhibitors, where each producer is given a premium platform to present their wines, stories and styles.
Led by Vinkällan’s expert educators, participants gain hands-on insight into wine quality, typicity, and food pairing, creating a deeper emotional and professional connection to the wines. The format is fully scalable and can be adapted for consumer tastings, trade master classes and more.
Covering the Nordic Countries
With operations in Stockholm, Gothenburg and Malmö, and an international presence in Denmark and Finland through Scandinavian Wine Academy, Vinkällan provides Wine Vision and its partners with a unique educational infrastructure across the entire Nordic market.
This means international wine boards and producers gain access not only to powerful marketing platforms, but also to structured, high-quality wine education that builds long-term brand equity.
“Vinkällan brings an extraordinary combination of credibility, reach and modern education skills. Together we are creating a new benchmark for how wine boards, importers and brands can engage the Nordic market. This will enable us to deliver an even greater value for our partners”
Patrick Leysen, CEO of Wine Vision.