Henkell Freixenet, one of the world’s leading producers of sparkling and still wines, has further solidified its presence in Portugal by acquiring 100% of Vinicom, a family-run company specializing in wine brand building and distribution.
The acquisition was finalized on September 3rd, marking a significant step in Henkell Freixenet's strategy to expand its influence in the Portuguese wine market.
The Origins of Vinicom
Founded in 2004, Vinicom was established as a joint venture between Francisco de Sousa Coutinho and Henkell Freixenet, with the latter initially owning 49.5% of the shares. The partnership aimed to leverage Vinicom's deep understanding of the Portuguese market and its expertise in building wine brands. Over the years, Vinicom has acted as the primary distributor for Henkell Freixenet’s products in Portugal, helping to grow its footprint in the region.
A Strategic Acquisition
By acquiring the remaining shares of Vinicom, Henkell Freixenet now fully controls the company, allowing for a more integrated approach to expanding its operations in Portugal. Vinicom has built a reputation for distributing not only Henkell Freixenet’s renowned sparkling and still wine brands but also an impressive portfolio of prestigious Portuguese labels. These include Lavradores de Feitoria, Quinta do Vale Meão, Quinta de Sto António, Howard’s Folly, and Blackett Porto Wines, among others.
This acquisition positions Henkell Freixenet to further strengthen its hold on the Portuguese wine market by capitalizing on Vinicom's market expertise and established relationships with key local players.
Praise for the Partnership
The partnership between Henkell Freixenet and Francisco de Sousa Coutinho has been lauded as a successful and collaborative venture. Dr. Alfred Oetker, Chairman of the Supervisory Board of Henkell Freixenet, expressed his gratitude for the long-standing partnership:
“We warmly thank Francisco de Sousa Coutinho and the whole team of Vinicom for the trustful partnership and the excellent work over all these years.”
Dr. Andreas Brokemper, CEO of Henkell Freixenet, also highlighted the strategic significance of the acquisition:
“We see a great momentum and future opportunities for our brands and partners, such as Freixenet and Mionetto, together with the outstanding portfolio of Portuguese wine brands to further develop this dynamic market.”
Francisco de Sousa Coutinho echoed these sentiments, expressing optimism about the future of the partnership and the continued growth of the Portuguese wine sector:
“We always had the mission of developing the Portuguese market by building the brands of our partners and offering products of outstanding quality. We are glad that Henkell Freixenet continues this hard work and look forward to seizing further growth opportunities for the market.”
A Stronger Foothold in the Portuguese Market
The acquisition represents a significant milestone for Henkell Freixenet as it enhances its already robust position in the Portuguese wine market. Vinicom’s established distribution network and deep market knowledge provide Henkell Freixenet with a strong foundation to build upon, enabling the company to expand its reach with both its international brands, such as Freixenet and Mionetto, and its growing portfolio of premium Portuguese wines.
The transaction comes at a time when the Portuguese wine industry is experiencing a resurgence, with increased interest from both domestic consumers and international markets. By taking full control of Vinicom, Henkell Freixenet is well-positioned to leverage this growth and continue to deliver high-quality wines to Portuguese consumers.
A Bright Future for Henkell Freixenet in Portugal
As Henkell Freixenet looks to the future, the acquisition of Vinicom signals its commitment to strengthening its role as a key player in the Portuguese wine industry. With a comprehensive portfolio of both sparkling and still wines, and the backing of a dedicated and knowledgeable local team, the company is poised for continued growth and success in the dynamic Portuguese market.
This acquisition not only reinforces Henkell Freixenet’s global strategy of expanding into key markets but also ensures that Vinicom’s legacy of building strong wine brands in Portugal will continue under the stewardship of one of the world’s most renowned wine companies.