PARIS, September 4th, 2025 – Bodeboca, a wholly owned subsidiary of Pernod Ricard, has been sold to Decántalo, a leading European online wine retailer. Decántalo is part of Melchior Wine & More, which also owns Le Petit Ballon, France’s leading wine subscription service.
This strategic transaction marks a significant step for both parties. Bodeboca’s strong brand recognition and market leadership in Spain will reinforce Decántalo’s ambition to become the leading platform in online wine sales and traffic across Europe.
Drake Star acted as the exclusive financial advisor to Pernod Ricard on this transaction.
As part of Pernod Ricard’s strategic decision to refocus on its core spirits business, the divestment of Bodeboca underscores its intent to exit wine-related activities. In the direct-to-consumer channel, Pernod Ricard will now concentrate exclusively on The Whisky Exchange, its dedicated platform for spirits.
Under the ownership of Decántalo and with the backing of Melchior Wine & More, Bodeboca is well-positioned to continue its development and long-term success. The combination of Decántalo and Bodeboca is expected to unlock significant synergies and reinforce their leadership in the Spanish and broader European online wine markets. This partnership will allow both brands to maintain their distinct identities, Bodeboca focusing on private sales and Spanish wines, and Decántalo expanding its international range and digital capabilities. Bodeboca will ensure its development thanks to shared technological and logistical strengths to streamline operations and enhance the customer experience. By bringing together their teams and expertise, the alliance creates a dynamic platform for growth, innovation, and deeper engagement with winery partners. This marks a pivotal moment in European wine e-commerce, blending local leadership with global ambition to better serve wine enthusiasts across the continent.
"It was a pleasure working with Pernod Ricard on this meaningful transaction in a dynamic market," stated Christophe Morvan, Managing Partner at Drake Star. "This transaction is another example of Drake Star’s ability to execute successful cross-border transactions with large corporate buyers in the e-commerce space."
Drake Star deal team: Christophe Morvan, Albert-Louis Bilger, Emile Laurent
For further inquiries, please contact:
Christophe Morvan
Managing Partner, Drake Star
christophe.morvan@drakestar.com
About Pernod Ricard
Pernod Ricard is the world's co-leader in wines and spirits (W&S) with consolidated sales of €11,59 billion in 2024 fiscal year. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions, including Seagram (2001), Allied Domecq (2005) and Vin & Spirit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector, including amongst others: Absolut Vodka, Jameson Irish whiskey, Ballantine's, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Beefeater and Seagram's gin, Havana Club rum, Kahlua and Malibu liqueurs, Avion tequila, Ricard pastis, Martell cognac, and more recently Código and Skrewball.
For more information, visit: www.pernod-ricard.com.
About Bodeboca
Founded in 2010 in Madrid, Bodeboca is the leading wine e-commerce platform in Spain. With more than one million registered members, it sells wines from over 2,500+ producers and 2,700,000+ registered members among the most prestigious in Spain and delivers in the main European countries. Focusing on customer acquisition, product sourcing, content creation, customer care and IT development, Bodeboca gathers all the required e-commerce skills. The company has developed a custom e-commerce platform, based on an open-source framework.
For more information, visit: www.bodeboca.com.
About Decántalo
Founded in 2009 and based in Barcelona, Decántalo is one of the leading online wine retailers in Europe. The company offers an extensive international catalog of wines, cavas, and spirits across Spain and internationally. With a strong focus on customer experience, Decántalo combines expert product curation, multilingual content, responsive customer service, and efficient logistics to serve customers in more 38 countries. Its proprietary e-commerce platform, built on scalable open-source technology, enables a seamless and personalized shopping experience for wine enthusiasts across Europe.
For more information, visit: www.decantalo.com.
About Drake Star
Drake Star is an award-winning global tech investment bank that has completed over 500 transactions since 2003. The Drake Star global team of experienced professionals and senior advisors across offices in New York, Munich, London, Paris, Los Angeles, San Francisco, Berlin, and Dubai* focuses on mergers & acquisitions and corporate finance services worldwide in Software/SaaS, HR Tech, Digital Services, FinTech, Digital Media, Industrial Tech, Consumer & Retail Tech and Mobility & Sustainability.
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