About Wineally


To be the global wine market leader for digital solutions by 2025.
Esther Howard
Artist in May

Business idea B2B

Sustainable digital solutions for the wine industry.
Esther Howard
Artist in May

Business idea B2C

Perfect wine & dine experiences in restaurants or at home.
Esther Howard
Artist in May

Mission B2B

To help wine producers, wine merchants, restaurants, hotels and supermarkets increase revenues and bottom-line results in a sustainable way.
Esther Howard
Artist in May

Mission B2C

To make the complex world of wine accessible for all wine consumers.
Esther Howard
Artist in May



• Fine Wine Club International AB is a Software as a Service company and the owner of the cloud-based business system and web app, Wineally. 

•Wineally is a GOLD Partner to the International Sommelier Association, ASI. 

• The development of Wineally started in 2017 and has been developed to solve the wine market problems: 

- Wine consumers find it difficult to know what wine to purchase when visiting restaurants, wine shops or supermarkets. 

- Most restaurants do not have experienced sommeliers and most waiters are unable to recommend wines based on the guest’s wine preferences and choice of dish. 

- Unnecessary bad wine & dine experiences effect wine and restaurant reviews/ratings and thereby sales/profitability for restaurants, merchants, and producers. 

- Handling wine data and wine lists is time-consuming and expensive for wine merchants and restaurants. 

- Low restaurant business control leads to wine-waste, stress, high staff costs and bad cash flow/profitability. 

- Low Horeca business control for wine merchants leads to lower sales/profitability and high costs. 

- The covid-19 has increased the needs for digital solutions and online sales. When in restaurants, guests are reluctant to use menus/wine lists held by others. 

- Restaurants sometimes need solutions to handle the growing demand for takeaway. 

The team

The Wineally team members long experience from all parts of the wine trade gives us deep knowledge about the wine market and an outstanding global network.


Ole Nielsen


The founder and CEO of Fine Wine Club International AB, owner of Wineally. Ole is an entrepreneur based in Helsingborg.


Pilar Synning

Executive Assistant

Pilar is working close to the CEO to assist with coordinating the teams and daily administrative management. She has a solid track record from different sectors in assisting CEO´s and management teams in international environments, together with an entrepreneurial career. 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

Controller & Wine Manager

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


Marie von Ahm

Global Brand Manager

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


Edvard Nielsen

Social Media & Events Manager

Edvard is our creative force for Social Media. He is responsible for events and our customer support. Edvard is also the one who has designed the layout of the website and the product designs. Based in Helsingborg.


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 City.


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.


Development Team


We have an excellent, dedicated, and growing development team.

Wineally is a Gold Partner to the International Sommelier Association (ASI)

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