Equally significant is the social responsibility of Vinmonopolet, to prevent the sale of alcohol to minors and visibly inebriated customers.

[12][14][15] As a result of considerable enthusiasm surrounding these product launches, customer behaviour has come under criticism for sinking to an uncivilised level.

[citation needed] In December 2008, Vinmonopolet announced plans to implement a system of arranging auctions of second-hand wine, similar to the model in use by Swedish Systembolaget.

[23][24] In a 2008 survey by Norsk Kundebarometer, customers of the monopoly were 81.5% satisfied with the company, ranking it 4th in Norway,[25][26] a figure that rose to 88% in 2009.

[27] There were critical voices such as Tom Marthinsen, then wine critic of Dagens Næringsliv, that questioned the institution's selection process of allowing a small self-recruited group, termed "the taste bureaucracy", to make the wine buying decisions on behalf of the entire Norwegian people.

[28] Surveys from the mid-1990s indicated a majority of the Norwegian population were in support of dissolving the monopoly arrangement, and allowing for the sale of wine by the private sector.

"[6] Torkjell Berulfsen, presenter of considerable TV programming with focus on alcoholic goods, has stated, "These days I praise Vinmonopolet into the clouds.

"[6] Arne Ronold MW has pointed to the formats of UK and Denmark as successful alternatives that offer good selections in supermarkets and specialty stores, while stating that the present situation offers a wide selection for consumers in certain areas but with considerably more limited options for some other areas, and while more costly wines may be less expensive in the Vinmonopolet format, this is a "positive side-effect of a market that doesn't work, being of little benefit to the average consumer".

"[6] Ronold's publication Vinforum which 1986 founding was motivated by the perceived poor performance of Vinmonopolet,[31] whose Italian wine selection then totalled 14 labels including reds, whites and sparkling.

By 2010 the category had risen past 2,000 labels, leading co-founder Ola Dybvik to declare, "we are living in paradise", continuing in context that the Norwegian population is comparable to a New York suburb: "in terms of selection, the store has moved into the definitive world elite".

The leadership were sentenced for combining company and personal interests, and the influence and power of individuals in purchasing decisions were reduced after the process.

A probe led by Erling Grimstad exposed that the importer firm Ekjord A/S over the course of several years had sponsored outlet leaders by arranging luxury dining and accommodations as well as other gifts in order to influence purchases and placement of their products within the stores.

The scandal escalated as the media discovered the particulars of the lawsuit, with Lindin as the chief source of allegations that would result in wide consequences.

[42] The magazine's name had been used precisely 60 years previously for the internal publication which provided information to employees about the sold goods.

The Norwegian temperance movement reacted negatively and responded with press declarations accusing Vinmonopolet of attempting to popularise alcohol use, rather than limit it.

[43] Nicknamed "Château Hasle" (from the location name of the Vinmonopolet headquarters) and "Sekskroners" ("costing six kroner"), sales of the brand are estimated in excess of 120 million litres, it eventually ceased being the national top seller due to the arrival of inexpensive Chilean and Italian wines by 1998.

[45] Golden Power was a Norwegian-produced sparkling fruit wine (not to be confused with an energy drink of the same name), made of 70% rhubarb, 20% apple and 10% grape juice,[46] which was produced by Vingården (the Røed farm in Filtvet, in the Tofte area, in Hurum), associated with owner Frantz Michaelsen.

Vingården was considered part of the local culture,[48] and Golden Power deemed by some a rare, innovative Norwegian product.