In a bold move that reshapes the European online wine retail landscape, Spanish e-commerce leader Decántalo has acquired its direct competitor Bodeboca from Pernod Ricard. This strategic acquisition positions the newly formed Melchior Wine & More group, which includes French platform Le Petit Ballon, as a top player in Europe’s online wine market. The group projects a combined turnover of €50 million by the end of 2025, with ambitions to reach €80 million by 2028.
The acquisition integrates Decántalo, Bodeboca, and Le Petit Ballon under the Melchior Wine & More umbrella, while preserving each brand’s distinct identity. Bodeboca will continue its focus on private sales, catering to an exclusive community of over two million users in Spain. Meanwhile, Decántalo will leverage its extensive catalog of over 10,000 wine references and its expertise in international logistics, which drives 75% of its revenue from markets outside Spain, including Germany, the UK, and Switzerland.
Héctor Pla, co-founder of Decántalo, emphasized the group’s commitment to serving diverse wine consumers. “We believe wine drinkers have varied preferences, and this merger allows us to meet those needs while accelerating growth across Europe, all while preserving each brand’s unique essence,” he said. Gilles Raison, CEO of Le Petit Ballon and Melchior Wine & More, echoed this sentiment, noting that “Bodeboca’s strong, recognized brand strengthens our portfolio and solidifies our leadership in Spain.”
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Decántalo’s operational strength lies in its diverse offerings, spanning natural wines, orange wines, and non-alcoholic products, available in over 35 countries. Its logistics hub in Rubí, Barcelona—a 1,500-square-meter, 6,000-cubic-meter climate-controlled warehouse opened in 2023—will undergo expansion to accommodate the increased business volume from the acquisition. This move aligns with a broader industry trend toward consolidation, as companies combine resources to meet the demands of increasingly discerning consumers.
For Pernod Ricard, the sale of Bodeboca reflects a strategic pivot. The French spirits giant has been streamlining its portfolio, recently divesting assets like its Imperial Blue whisky and Irish whiskey brands Knappogue Castle and Clontarf. Its 2021 acquisition of The Whisky Exchange underscores its focus on direct-to-consumer channels, a strategy that remains central despite the Bodeboca sale.
This acquisition not only cements Decántalo’s dominance in Spain but also signals its intent to compete aggressively across Europe. Consumers stand to benefit from a broader selection, enhanced logistics, and tailored purchasing experiences. As Melchior Wine & More aims for €80 million by 2028, could this merger redefine how wine lovers shop across Europe?