Decántalo has acquired its direct competitor Bodeboca from Pernod Ricard, creating what the company says is now the largest online wine retail group in Europe.
According to the Spanish online wine retailer, the merger is set to provide a combined estimated turnover of €50m ($58.9m) by the end of 2025 – with the aim of reaching €80m by 2028.
Both brands will now be part of the Melchior Wine & More group, alongside French e-commerce platform Le Petit Ballon.
Financial terms for the buyout have not been disclosed.
In a statement, Decántalo said that it is “betting on a model that combines scale with specialisation, while preserving each brand’s identity.”
The wine retailer now aims to “strengthen its leadership in Spain and conquer the European market.”
Meanwhile, the brand also claims that Bodeboca will continue focusing on its “private sales”, ensuring “exclusivity for a community that already includes more than 2 million users in Spain.”
Additionally, Decántalo says it will bring in its expertise in international logistics, which currently generates 75% of its turnover outside of Spain, according to the retailer.
Héctor Pla, co-founder of Decántalo said: “We believe that wine consumers are diverse, and we want to serve them from different perspectives.
“Joining forces allows us to grow faster and compete across Europe, while maintaining the essence of each brand.”
Gilles Raison, CEO of Le Petit Ballon and Melchior Wine & More, said: “Bodeboca is a strong and well-recognized Spanish brand that enriches our portfolio and reinforces our solid leadership in Spain.”
It comes as Pernod Ricard has been busy in recent months reshaping its portfolio with the sale of assets including its Imperial Blue whisky business, as well as its Knappogue Castle and Clontarf Irish whiskey brands.
Central to Pernod’s direct-to-consumer strategy is The Whisky Exchange, which the UK firm it bought back in 2021.
“Pernod Ricard sells Spanish online wine group Bodeboca to Decántalo” was originally created and published by Just Drinks, a GlobalData owned brand.
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