About us

Improved Guest Experience

Why we do what we do

Our main driver is that we know we can make a difference for Restaurants, Hotels, Wine Merchants, Wine Producers, and consumers globally. 

Our passion is to offer consumers better wine experiences that create added value for our business customers. We do this by being attentive, open-minded, courageous, creative, and solution oriented.

It can be a daunting task to choose wine in a restaurant or wine shop to match the dish you are having. We have taken the experience of wine makers & sommeliers and boiled it down through some complex algorithms to make it super simple and easy to create perfect matches between food and wine. All this is now available in our Wineally app.

Along the way we have also created an unparalleled system for Wine Producers, Wine Merchants and Restaurants that helps them to increase revenues, data availability and profits.

We have made a commitment to offer services and products that will improve quality of life, create memorable wine and dine moments for wine consumers and improved social and financial sustainability for all parts of the wine trade. 

We will become leaders in our industry because we all believe in the WHY, what we do and the products and services we offer. 

What sets us apart from others

We don’t sell wine – we do everything we can to help our customers increase wine revenues. 

We don’t market wine – we present wine in the most favourable way to the most relevant consumer. To everyone, everywhere, any time.

Our promises

We promise that users of the Wineally app will get better wine & dine experiences.

We promise to loyally support our business customers and never sell wine or demand commissions.

We promise to continuously develop new products and services for our customers and to contribute to the wine trade in every way we can.

Ole Nielsen, Founder & CEO

Our history

“It all begins with the promise to enable consumers to comfortably match wine & food, everywhere, anytime.”

Ole Nielsen, Founder & CEO

“During my 15 years as a wine merchant I encountered many problems in the wine business that needed fixing. Thats the reason for starting and building Wineally. With Wineally we are offering solutions that all parts of the industry will benefit from.”

Started in Helsingborg, Sweden in 2017, initially as a wine trading place for restaurants, the company has since 2019 focused entirely on a Business System for the wine trade, targeting wine producers, wine merchants, restaurants, hotels, wine shops and an app for consumers.  As of 2022 Wineally is available in Europe with different versions specifically aimed at wine merchants, wine producers, restaurants and consumers.

The Team

The Wineally Team members share a long experience from all parts of the wine trade and an outstanding global network

Ole Nielsen, Founder & CEO
Ole Nielsen

Founder & CEO

Ole is the Founder and CEO of Wineally AB. He has been a serial entrepreneur since 1988 with 16+ years’ experience from the wine industry.
Based in Helsingborg.

Magnus Larsson

Chief Technology Officer

Magnus is responsible for our technology platform and the development team which continue to bring new features to Wineally. He has a background in leading development, compliance, and information security.
Based in Helsingborg.

Jonas Franzén

Product Manager

Jonas is an economist and experienced sommelier with background as General Manager at hotels and restaurants in Norway and Sweden. Based in Helsingborg.

Per Celander

Wine Data Team Leader

Per is administrating our extensive wine database. He is an internationally experienced F&B professional who have held positions as Restaurant Manager, Portfolio Manager, and latest as Corporate Sommelier in the Maldives. Based in Helsingborg.

Edvard Nielsen

Creative Director & Social Media Manager

Edvard is our creative force for Social Media. He is also responsible for Wineally’s website and has an important role behind the design and layouts of our products.
Based in Helsingborg.

Ajeesh Sathyan

Senior Software Engineer

Ajeesh has a great background in Front End and is highly effective at developing new programs and fixing problems with existing systems. He has experience in analysis, design, testing and implementation of various web applications. Based in Halmstad.

Johan Wessbrandt

International Business Developer

Johan has an international hospitality background and several years’ experience as Market Manager for one of the world’s leading Online Travel Agencies. He will develop  maintain business relationships with our subscribers & partners. Based in Helsingborg.  

Gustaf Bjerne

International Business Developer

Gustaf has a broad experience from sales, marketing, and leadership mainly from the international start- & scale-up scene. Entrepreneurial mindset and a deep passion for delivering business value. Based in Helsingborg.

Aarti_Batra
Aarti Batra

Financial Assistant

Aarti works in finance and is responsible for financial records management. She has background in international financial administration.
Based in Helsingborg.

Marie von Ahm

Global Brand Manager

Marie is a specialist luxury marketing and sales entrepreneur with substantial experience in wine businesses start-up , international distribution and media. 
Based in Barcelona.

Mark DeWolf

Market Manager Canada

Mark is currently a director with the Association de la Sommellerie Internationale (ASI), is Past-President and Chair of the Board of the Canadian Association of Professional Sommeliers (CAPS). He is also an editor and content creation as well as Director of Partnerships for Tasting Climate Change.

Sören_Polonius
Sören Polonius

Wine Consultant

Wine director at the Adam & Albin Group. Head coach and founder of the Swedish National Sommelier Team, (SWESOMM). Involved in numerous projects for ASI. Based in Stockholm.

Arvid Rosengren

Wine Consultant

Sommelier, restaurateur and consultant to both private clients, institutions and corporations around the world. Arvid is the winner of ASI’s Best Sommelier of the World in 2016. Based in New York.

Our business idea, vision & mission

Business idea

Connecting wine, food & people 

Vision B2B

Vision B2C

Mission B2B

Mission B2C

Our values

Company values
Team values

Company Social Responsibility

We encourage employees to make their voices heard, take personal responsibility and be team players since we win or lose as a team. We offer employees market condition salaries and support and reward both team and individual efforts. We believe in giving back, therefore it is central for us to contribute to non-profit/NGO organisations that we think are making a difference for people or the planet.