Global sparkling wine producer Henkell Freixenet has strengthened its foothold in Portugal by taking full control of its long-time distribution partner, Vinicom. The German-Spanish wine group, now part of a branch of the German Oetker family, established Vinicom in partnership with businessman Francisco de Sousa Coutinho in 2004, initially holding a 49.5% stake in the company. The group has now acquired the remaining shares, becoming the sole owner of the Portuguese distributor.
Vinicom, which has served as a key partner for Henkell Freixenet in Portugal, specializes in distributing wines and spirits across the country. The acquisition allows Henkell Freixenet to integrate Vinicom's operations more closely with its own and further expand its influence in the Portuguese market. The move aligns with the group’s broader strategic goals of enhancing its presence in key international markets and driving growth across various product categories.
"Portugal is a significant market for us, and this acquisition underlines our commitment to strengthening our position here," said a Henkell Freixenet spokesperson. "Vinicom has been a trusted partner, and taking full control will allow us to operate more efficiently, provide better service to our customers, and offer a broader portfolio of our premium sparkling wines and other products."
Founded in 2004, Vinicom has established itself as a leading distributor of both domestic and international wines and spirits in Portugal. Its portfolio includes products from some of the world’s most renowned wine producers, making it a valuable asset for Henkell Freixenet. By consolidating control over Vinicom, the company expects to streamline distribution and enhance its reach within the Portuguese market.
This acquisition follows a broader trend in the industry, where major wine and spirits producers are taking more direct control over their distribution networks to ensure better market penetration and brand visibility. For Henkell Freixenet, known for its Freixenet and Mionetto brands, the move represents another step in expanding its international footprint.
Henkell Freixenet, now solely owned by the siblings Alfred, Ferdinand and Julia Johanna Oetker following the split of the family business (inside.beer, 22.7.2021), became the leading producer of sparkling wine in 2018 when Henkell & Co., at that time part of Germany’s largest food and beverage manufacturer Dr. August Oetker KG, acquired full control of the world’s leading cava brand, Freixenet (inside.beer, 19.3.2018).
