Having long planned to publish a magazine aimed at consumers as was already done by Systembolaget in Sweden, in 1988 Vinmonopolet launched Vinbladet ("The Wine Magazine" or "The Vine Leaf"), distributed to customers free of charge. 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 rationale was that as Vinmonopolet were in the business of selling culture, they wanted to do so with culture, making information available crucial.
A professional editor was engaged, and the publication printed on glossy paper contained images of a commercial nature depicting the diverse nations' wine regions and wine production, and articles on various subjects connected to food, wine and spirits. The Norwegian temperance movement reacted negatively and responded with press declarations accusing Vinmonopolet of attempting to popularise alcohol use, rather than limit it. The criticism from the temperance movement also maintained that the alcohol in wine did not distinguish itself from the alcohol in hard spirits, that "fine dining" customs functioned as a gateway to alcohol problems, and that the cultural projects of Vinmonopolet could well lead to family tragedies, destroyed lives, fear and death.
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