Hagkaup launches online alcohol sales in Iceland amid controversy

Hagkaup has officially launched its alcohol sales today, allowing customers to purchase alcoholic beverages online until 9 PM. According to the company’s announcement, purchases are made through the Hagar Wine website, which Hagkaup collaborates with. The orders will then be delivered to the Hagkaup store in Skeifan.

Sigurður Reyndal, the CEO of Hagkaup, emphasized that this new service is a significant step toward retail freedom in Iceland. He stated that Hagkaup has always prioritized customer interests and has been at the forefront of purchasing innovations. This service caters to the growing demand for convenience and the desire to save time, enabling customers to buy more products in one trip.

However, the introduction of online alcohol sales has sparked controversy, with two ongoing cases related to this issue reported by the Reykjavik police. Sigurður Ingi Jóhannsson, the chair of the Progressive Party and Minister of Finance, has called for a thorough police investigation into the cases, expressing his opposition to such business practices based on public health concerns, a sentiment echoed by the Minister of Health.

As it stands, ÁTVR holds a monopoly over alcohol retailing in Iceland. Recent legal adjustments allowed for the possibility of importing alcohol for home delivery, leading to concerns about potential violations of alcohol laws by Icelandic operators of foreign websites.

For sales to proceed, Hagkaup requires customers to use electronic identification to verify their age. Once purchased, products are placed in a “Dropp” box at the service desk of the store and can be picked up the same day. Notably, alcohol will not be displayed on store shelves.