Research
Which online wine shops does AI recommend in Denmark?
Asked 30 times where to buy wine online in Denmark, Claude recommended Supervin in 25 of its answers and named it first in 16. Vin med mere came second with 18 answers, but was never the first name.
By Discoverable team
The most recommended shops
On 12 November 2026 we asked Claude, with web search, 15 questions a Danish shopper might type when buying wine online, and asked each question twice. These are the shops it recommended most often across the 30 answers.
| Shop | Recommended in (of 30) | Named first |
|---|---|---|
| Supervin | 25 | 16 |
| Vin med mere | 18 | 0 |
| Philipson Wine | 13 | 2 |
| Kjær & Sommerfeldt | 12 | 3 |
| Skjold Burne | 11 | 0 |
| Vinfordig | 11 | 1 |
| Løgismose | 9 | 4 |
| Vildmedvin | 7 | 0 |
| Jysk Vin | 7 | 0 |
“Named first” counts the answers where the shop was the first one mentioned.
One clear leader
Supervin was in 25 of the 30 answers and opened 16 of them. It was missing only from the answers about sustainable wine, the answers about alternatives to the big shops, and one of the two answers about smaller shops. Vin med mere was the second most recommended shop, in 18 answers, but it never came first.
Gifts and sustainability lead somewhere else
All four answers about wine as a gift and about sustainable wine opened with Løgismose. The gift answers also both named Delikatessehuset, and the sustainability answers both named Winesomm and Gourmet Hunters. When the question was about quality or alternatives to the big shops, three of the four answers opened with Kjær & Sommerfeldt, and Erik Sørensen Vin was in all four.
Fast delivery means an app
Both answers about fast delivery opened with Wolt, the delivery app, and pointed to wine bars and wine shops that sell through it, such as De Andre Vine. The questions about smaller shops gave lists that hardly overlapped with the rest, led by Vinfordig and Vinimondo. In total the answers named 65 shops, and 30 of them came up only once.
The top is stable from round to round
Asking the same 15 questions a second time gave almost the same top: Supervin was recommended in 13 answers in the first round and 12 in the second, Vin med mere in 9 in both, and Philipson Wine in 5 and then 8. Both answers about reviews opened with the same five shops in the same order.
Reviews were the main source
Claude cited Trustpilot pages in 28 of the 30 answers. The price comparison site PriceRunner came up in 16 answers and the wine app Vivino in 6, usually as a tip to check the price or rating of a bottle before buying. Neither is counted as a shop in the table.
What it means for an online shop
Thirty answers can’t tell you why one shop is picked over another. They do show that one shop can dominate the general questions while gifts, sustainability, quality and fast delivery each lead to different names. If you sell wine online, make sure your site says plainly what you are best for, whether that is price, rare bottles, gifts, natural wine or fast delivery, in text and in schema.org data, keep your reviews active, and consider an llms.txt file. To see where you stand today, measure your AI visibility on the questions your customers ask.
Method
- Date: 12 November 2026.
- Assistant: Claude with web search. Each answer came from a fresh session that knew nothing about this study or the other answers.
- Rounds: each question was asked twice, 30 answers in total, all of which came back.
- Counting: a shop counts once per answer it is recommended in, however often it is mentioned there. Spellings of the same shop were merged. Delivery apps that sell wine count as shops. Price comparison sites, the Vivino app, review sites and guides do not.
- Limits: answers vary from day to day, and other assistants such as ChatGPT and Gemini may recommend other shops. The numbers describe these 30 answers, not the market.
The questions were asked in Danish:
- Where can I buy wine online in Denmark?
- What are the best online shops for wine in Denmark?
- Which Danish online shop would you recommend for wine?
- Where do I get the best selection of wine online?
- Which online shops have good prices on wine?
- Where can I buy wine with fast delivery in Denmark?
- Which online wine shops have the best reviews?
- Where do I buy high-quality wine online?
- Which smaller Danish online shops sell wine?
- Where can I buy sustainable wine online?
- I’m buying wine as a gift. Which online shop should I use?
- What are good alternatives to the big online shops when buying wine?
- Which online shops are known for good customer service when buying wine?
- Where can I buy wine with free shipping and easy returns?
- Recommend three online shops for wine and briefly explain why.
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