[5][7] The magazine is annually published by Pedicel AS in five issues, in addition to six subscriber newsletters that are distributed digitally or as paper edition.
70 pages long, the magazine includes features, wine reviews and a column by Jancis Robinson MW translated into Norwegian.
The motivation behind founding the magazine was, according to a statement in a 2010 Vinforum editorial by Dybvik, because the Norwegian alcohol monopoly chain store Vinmonopolet "failed in its responsibility to its customers by practicing an arrogance with the inherent insolence of dictating the tastes of the Norwegian people.
"[8] At the time Vinmonopolet had an Italian wine selection which totalled 14 labels (including reds, whites and sparkling).
[9][10] In 2012, Ola Dybvig sold his 50% shares of Vinforum publisher Pedicel AS to the publishing house Forlagshuset Vigmostad og Bjørke, a previous publication collaborator, with Arno Vigmostad and Arnstein Bjørke as replacement partners to Arne Ronold.