What are you really paying for when you buy wine? (and who you are paying it to?)

 Have you ever really thought about what you’re actually paying for when you buy a bottle of wine? Or who that money is going to? Are you getting a good quality wine for your money? (I will be discussing the definition of “good quality” wine in later posts)

Normally, before you ever get your hands on a bottle of wine, it has gone through a number of “stops” along the way before landing on the retail shelf. Generally, vineyards sell their wine to an importer, who then sells the wine to a distributor, a store or a restaurant, who then finally, sells the wine to you, the consumer.

Each of these “middlemen” (between you and the vineyard) has to earn money on the wine, which increases the ultimate retail price that you have to pay.

To keep things simple, let’s say that you pay 100 kroner for a bottle of wine in a supermarket (a pretty reasonable price for an average bottle of wine in a supermarket). But who is actually earning off of that 100 kroner? And how much are they actually earning?


It’s unfortunately quite normal that a vineyard only receives 25-30% of the price you paid for their wine. So when you pay 100 kroner for a bottle of wine, you are actually purchasing a wine that has a quality worth of 25-30 kroner.

Now ask yourself – would you normally want to buy a bottle of wine that costs 25-30 kroner? Probably not. At that price, it certainly isn’t a good quality wine.

But that’s kind of what you’re doing when you buy a 100 kroner bottle of wine. The remaining 70-75% of the price you paid is going directly to the middlemen (i.e. importers, distributors, retailers, restaurants, etc.)

At Château Wines Direct, we are proud to say that 100% of the price you pay for our wines goes directly back to the vineyards; back to the people that put the time, energy, knowledge, technology, creativity and passion in to making the wine itself. Our prices are the exact same as you would pay “aux caves,” directly from the vineyards themselves.

So next time you are shopping for wine, think twice about what you’re paying for (and not paying for!) and who you are ultimately paying it to.


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Due to the COVID-19 situation in Denmark, Château Wines Direct can no longer promise the same delivery times as earlier. But you can still confidently order all of your favorite wines!

Château Wines Direct is following the situation closely, and we are doing all we can to ensure that your orders arrive at your door as quickly as possible. We use disinfectant hand gel and wear gloves at all times when packing orders in our warehouse.

It is still possible to pick up orders from our warehouse, but only by contacting us first to arrange a day and time: wine@chateauwinesdirect.com.

We appreciate your understanding in these extraordinary times. Take care of yourselves – and others. Cheers!


We offer flat-rate shipping costs so you can order as much wine as you want without having to pay extra!

Shipping within Denmark is DKK 100 and normally arrives within 1-4 business days.

Shipping to Sweden is SEK 200 and normally takes 4-7 business days.

You can also choose to pick up your order from our warehouse in Fredensborg, DK.

Read more about our shipping process here.

Pga. COVID-19 situationen i Danmark, kan Château Wines Direct sandsynligvis ikke længere love samme leveringstider som før. Men derfor kan du stadig trygt bestille alle dine yndlingsvine!

Château Wines Direct følger situationen tæt, og vi gør alt, hvad vi kan for at få jeres forsendelser frem hurtigst muligt. Vi bruger håndsprit og handsker på vores lager når vi gør jeres pakker klar.

Det vil stadig være muligt at bestille med afhentning fra vores lager, men kun efter aftale – så husk at skrive til os for at aftale tid: vin@chateauwinesdirect.dk.

Vi håber på forståelse i disse ekstraordinære tider. Pas på jer – og hinanden.


Vi tilbyder faste forsendelsesomkostninger, så du kan bestille så meget vin som du vil uden at skulle betale ekstra!

Forsendelse inden for Danmark er DKK 100, og ankommer normalt inden for 1-4 arbejdsdage.

Forsendelse til Sverige er SEK 200, og tager normalt 4-7 arbejdsdage.

Du kan også vælge at hente din ordre fra vores lager i Fredensborg, DK.

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Dette websted indeholder oplysninger om alkoholholdige drikkevarer. For at købe og besøge dette websted skal du være 16 år eller ældre.

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