The European online wine retail market is undergoing a major consolidation.
Spanish e-commerce platform Decántalo has announced the acquisition of its direct competitor Bodeboca from Pernod Ricard, in a move that will create what the company describes as the largest online wine retail group in Europe.
A Strategic Merger for Growth
The newly combined business projects an estimated turnover of EUR 50 million (USD 58.9 million) by the end of 2025, with ambitious plans to reach EUR 80 million by 2028. Both Decántalo and Bodeboca will now be integrated into the Melchior Wine & More group, alongside French subscription-based wine platform Le Petit Ballon.
Financial details of the deal remain undisclosed, but Decántalo has emphasized that the acquisition is not just about size. In a statement, the company explained that it is “betting on a model that combines scale with specialisation, while preserving each brand’s identity.”
Brand Identities and Market Reach
Despite the merger, each platform will retain its own positioning. Bodeboca will continue to focus on its popular private sales model, which provides exclusivity to a loyal base of more than 2 million Spanish users. Decántalo, meanwhile, will bring in its strength in international logistics, with 75% of its revenue already generated outside of Spain.
Co-founder of Decántalo, Héctor Pla, underscored the strategy:
“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.”
A Broader European Play
For the Melchior Wine & More group, the acquisition strengthens its European presence. Gilles Raison, CEO of Le Petit Ballon and Melchior Wine & More, highlighted the strategic value:
“Bodeboca is a strong and well-recognized Spanish brand that enriches our portfolio and reinforces our solid leadership in Spain.”
This deal reflects the growing trend of consolidation within the online drinks retail sector, where scale, consumer segmentation, and logistics capabilities are becoming decisive factors.
Pernod Ricard’s Portfolio Shift
For Pernod Ricard, the divestment is part of a broader portfolio restructuring. The French spirits giant has recently offloaded several brands, including Imperial Blue whisky and its Knappogue Castle and Clontarf Irish whiskey labels. At the same time, the group continues to strengthen its direct-to-consumer strategy, centered around The Whisky Exchange, acquired in 2021.
With this move, Decántalo and Bodeboca aim to consolidate their leadership in Spain while advancing into new European markets, reinforcing the shift towards scale-driven but diversified online wine commerce.
Source: Yahoo Finance