What Maison Johanes Boubee does

Maison Johanès Boubée (MJB) is a French wine, spirits and syrup négociant, bottler and logistics operator headquartered in Bordeaux. Founded in 1960 (as Prodis Boissons, taking the MJB name in 1999 after the acquisition of the Bordeaux eponymous house), the company operates six logistics sites — including three bottling plants at Beychac-et-Caillau, Bayeux and Nîmes — across all major French wine-producing regions, with 125,000 m² of warehousing, 11 packaging lines, and a workforce of 620. Annual capacity stands at 139.5 million litres bottled, 26 million cases shipped and 24.8 million bottles exported, ranking MJB as the third-largest wine exporter in the Bordeaux/Aquitaine region with presence in more than 50 countries. The product portfolio spans entry-level wines, the ~180-A.O.C.-reference private-label brand La Cave d'Augustin Florent, premium brands (Reflets de France, Grand Moment, Héritage de Carillan), classified Bordeaux growths, sparkling wines produced via Charmat/tank method, no/low-alcohol wines (Bons Moments), aromatised drinks (Oh My Pamp!, Sangria), spirits, and PET-bottled syrups.

MJB is a wholly-owned SASU subsidiary of the Carrefour Group and has, since 2022, served as the parent's designated centre of wine and sparkling wine expertise, managing sourcing, bulk purchasing, bottling, logistics and e-commerce for all Carrefour store formats (Hyper, Market, Proxi, Promocash) and the proprietary macave.carrefour.fr platform. The business model is a hybrid of B2B trading (private-label and own-brand supply to Carrefour and external importers, wholesalers, travel-retail operators and state monopolies), B2C e-commerce (1,500+ SKUs at macave.carrefour.fr), and logistics/bottling services for the Carrefour Group. Distribution is anchored by the captive Carrefour retail network — which simultaneously functions as the primary customer — while export to 50+ countries provides international diversification. Pricing is set by Carrefour at the retail level and is not publicly disclosed by MJB; product mix spans entry-level bottles at ~€3–€17 (including BIB formats) up to premium and classified-growth offerings.

Underlying technology comprises a fully integrated supply chain (sourcing, bulk wine purchase, quality control, Charmat-method sparkling production, spirits and syrup bottling, warehousing and last-mile delivery) operated on an SAP S/4 Hana ERP platform since 2023. Since September 2024, all Carrefour-branded wines carry QR codes for ingredient and recycling transparency ahead of EU labelling rules. Sustainability infrastructure includes a Loop/TerraCycle deposit-return bottle programme for La Cave d'Augustin Florent (2023), a Luz Environnement/Veolia second-life bottle partnership (2025), organic (AB) and Cultivons Demain Level 3 certifications, and SBTi-aligned targets (50% direct / 30% indirect emissions reduction by 2030). Revenue is not separately disclosed; the firm has no external funding, no M&A track record beyond the 1999 MJB acquisition, and operates entirely as a captive subsidiary within Carrefour's diversified retail conglomerate.

Name

Maison Johanes Boubee

Legal name

Maison Johanès Boubée

Website

https://maisonjohanesboubee.fr

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Maison Johanès Boubée is a Bordeaux-based, Carrefour Group-owned French wine, spirits and syrup négociant that bottles 139.5M litres per year across six sites, supplying all Carrefour retail formats and macave.carrefour.fr, and exporting to 50+ countries via importers, wholesalers and travel retail.

Ownership category

akta.pro rank

Product category

Wine Trading, Bottling and Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482), Wineries (312130), Distilleries (312140)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Alcoholic Beverage Wholesale (Beer, Wine, Spirits) (AFAIAGAA)

akta.pro secondary industries

Wine & Sparkling Wine Wineries & Brands (CRADAIAB), Alcoholic Beverage Contract Manufacturing / Co-packing (Brew, Distill, Bottle, Can) (CRADAIAI)

Keywords

• Wine trading and bottling
• Spirits and syrups production
• Bulk wine sourcing
• Private label wine brands
• Wine logistics and export

Headquarters

HQ city

Bordeaux

HQ country

France

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Wine and spirits product sales (B2B & B2C): Revenue from trading, bottling, and selling still wines, sparkling wines, spirits, and syrups. Products sold under own brands (La Cave d'Augustin Florent, Héritage de Carillan, Reflets de France, Grand Moment, etc.) and private-label (Carrefour MDD) to retail chains, importers, wholesalers, and end consumers via e-commerce.
2. Logistics and bottling services: Provides bottling, warehousing, and distribution services for the Carrefour Group (100% of sparkling wine logistics) and potentially external clients across 6 warehouses and 3 bottling sites.

Pricing tiers

Go-to-market motion4 records

Distribution channels9 records

Marketing channels6 records

Core offering

Maison Johanès Boubée is a French wine and spirits trader and bottler that operates the full supply chain from bulk wine sourcing and quality control through bottling, logistics, export, and e-commerce. It supplies private-label and own-brand wines, sparkling wines, spirits, and syrups primarily to the Carrefour Group's retail network (Hyper, Market, Proxi, Promocash) and the macave.carrefour.fr platform, while also serving international importers, wholesalers, travel retail operators, and state alcohol monopolies.

Product overview

Maison Johanès Boubée is a wine, spirits and syrup trading, bottling and logistics company and a subsidiary of the Carrefour Group, headquartered in Bordeaux. It operates 6 logistics warehouses (including 3 bottling sites) across France and covers all stages of the wine supply chain: sourcing, bulk purchasing, bottling, logistics and e-commerce. The company also supplies the Carrefour Group's full sparkling wine logistics and bottles a portion of these products. Its product portfolio is structured around multiple own-brand tiers: (1) Entry-level wines (Grain de Soleil, Les Petites Caves, Weisskeller, La Croix Carillan, etc.); (2) Core-range wines and sparkling (La Cave d'Augustin Florent — its largest MDD brand with ~180 A.O.C. references, Héritage de Carillan, La Francette); (3) Premium brands (Reflets de France, Grand Moment); (4) Fine wine/Classified Growths (Grands Crus from Bordeaux and prestigious estates); (5) No/Low alcohol range (Bons Moments, 0% and 5.5% ABV); (6) Aromatised wine-based drinks (Oh My Pamp!, Sangria); (7) Spirits (Carrefour brand, bottled at Bayeux); (8) Syrups (Carrefour Classic, Original, Simply). The company distributes via Carrefour stores (Market, Hyper, Proxi, Promocash), its own e-commerce platform macave.carrefour.fr, and exports to over 50 countries. A notable recent development is the 2026 launch of the Bons Moments no/low alcohol range, and a packaging relaunch initiative covering ~90 wine references.

Differentiator

Problem solved

Functional benefit

Brands

• La Cave d'Augustin Florent (CAF): First MDD range with nearly 180 A.O.C. French wine references. Signature brand covering all major French wine appellations, available in bottles and BIB formats.
• Héritage de Carillan
• Reflets de France
• Grand Moment
• La Francette
• Bons Moments
• Beaumanoir
• Carrefour Bio
• J. Kieffer
• Sire de Beaupré
• Les Petites Caves
• Lazenac
• Signoria dei Dogi
• Charles de Courance
• Durenmeyer
• Oh My Pamp
• Vikoroff
• Old Thames
• Loch Castle
• Bayanis
• Pepper Mint
• Carrefour Classic Syrups
• Carrefour Original Syrups
• Simply Syrups

Products and services

• La Cave d'Augustin Florent (CAF) Primary private-label wine brand of Maison Johanès Boubée with nearly 180 A.O.C. references covering all major French wine regions, offering still wines in red, white, rosé and sparkling formats, with sustainability (AGIR), organic transition (En Conversion Bio) and Carrefour Bio sub-lines.
• Reflets de France (wine and food range) Premium brand celebrating French terroir authenticity, with a curated selection of wines from Bordeaux, Côtes-du-Rhône and Loire Valley, plus 600+ regional food specialties. 200+ certified products (AOP, IGP, Label Rouge).
• Héritage de Carillan Core-range wine brand offering quality/price/pleasure balance, certified under the 'Agir pour une viticulture responsable' collective environmental certification.
• La Francette Core-range wine brand offering good value for money within the mid-tier portfolio.
• Grand Moment Premium wine brand offering fine wines from exceptional terroirs, including a Cuvée d'Exception sub-line for special occasions.
• Bons Moments (No/Low Alcohol) Low-alcohol (5.5% ABV, 7 references) and alcohol-free (0% ABV) wine range launched for Dry January and health-conscious consumers, in still and sparkling formats across red, rosé and white.
• Oh My Pamp! (Aromatised wines) Aromatised wine-based fruit drink combining wine with natural fruit extracts (e.g., grapefruit), marketed as a fruity, accessible, festive beverage in BIB formats.
• Classified/Prestigious Growths (Grands Crus) Fine wine portfolio including Bordeaux Classed Growths (Saint-Émilion Grand Cru, Pessac-Léognan Grand Cru, Château Lynch-Bages) and other prestigious wine estates, distributed via macave.carrefour.fr and the export catalogue.
• Carrefour Sparkling Wines (Effervescents) Sparkling wine range including Lazenac, Effervescent Reflets de France, Durenmeyer, Kieffer, Signoria dei Dogi, Charles de Courance, produced via tank (Charmat) method at the Beychac-et-Caillau site.
• Spirits (Carrefour brand) Bottled spirits including Pastis, Anis, Sangria, Whisky, White spirits, Fortified wines, Liqueurs and creams, Cognac, Armagnac and Brandy, bottled at the Bayeux site with 30+ years of expertise.
• Carrefour Syrups (Classic / Original / Simply) Syrup portfolio including Carrefour Classic, Carrefour Original and Simply ranges, produced at the Bayeux site on a PET bottling line.
• Entry-level wine brands Entry-level wine portfolio including Grain de Soleil, Les Petites Caves, Weisskeller, Vigneroy, Les Talandières, La Croix Carillan, designed for broad consumer discovery with accessible pricing.
• macave.carrefour.fr (E-commerce platform) Year-round e-commerce platform operated by Maison Johanès Boubée offering over 1,500 still and sparkling wine references with advanced search, product data sheets with tasting notes, and direct delivery to consumers.
• Sangria (Carrefour brand) Traditional Spanish-style Sangria and Sangria Blanche aromatised wine-based drinks under the Carrefour brand.
• Carrefour Bio (wine range) Organic-certified wine range (AB logo, BIO label) available under select A.O.C. labels, guaranteeing compliance with EU organic farming regulations.

Quantifiable outcome

• 3rd largest wine exporter in the Aquitaine/Bordeaux region
• +6 more outcomes

Named customers9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• Luz EnvironnementcoreStrategic or Co-development Partner · 1 January 2025Gironde-based environmental services company. MJB partners with Luz Environnement to give a second life to bottles from 'production overruns' (non-compliant labeling, quality control surplus) at its Beychac-et-Caillau site. Previously recycled by Veolia, these bottles are now rigorously cleaned and inspected by Luz Environnement and made available to Bordeaux winemakers. This is an unprecedented initiative within the sector, supporting the local wine economy.
• VeoliacoreStrategic or Co-development Partner · 1 January 2025Veolia provides recycling services for MJB's Beychac-et-Caillau site (previously) and, under the new bottle reuse initiative, handles collection and transport of Bordeaux bottles between the MJB site and Luz Environnement using biofuel derived from organic waste, reducing CO₂ emissions by 70% compared to standard fuel. Veolia is also investing in fleet decarbonization in the South-West region.
• Loop (TerraCycle)coreStrategic or Co-development Partner · 1 January 2023Loop is a global reusable packaging platform created by TerraCycle. In collaboration with Carrefour Group and MJB, Loop deployed the first consignment (deposit-return) system at scale in French large-scale retail for the La Cave d'Augustin Florent brand (3 references: white, rosé, red). Consumers return empty bottles to stores, Loop collects and stores them, and bottles are washed by a specialist and reused at MJB's Beychac-et-Caillau site. This is a flagship sustainability initiative aligned with Carrefour Group's 100% reusable/recyclable packaging target by 2025.
• Maison Joël Robuchon / Éric BouchenoirecoreStrategic or Co-development Partner · 1 January 1996Since 1996, Reflets de France has relied on the culinary expertise of Joël Robuchon's Maison (Michelin-starred chef) for product quality assurance. Today, Éric Bouchenoire (Meilleur Ouvrier de France, Joël Robuchon's long-time second) continues this partnership, conducting ~250 tasting sessions over nearly 30 years to evaluate, adjust, and perfect recipes to the highest quality standards.
• CIVB (Conseil Interprofessionnel du Vin de Bordeaux)coreStrategic or Co-development PartnerMJB is certified at 'Cultivons Demain' level 3 for Sustainable Impact, a collective CSR initiative of the Bordeaux wine sector. The CIVB represents all sector actors (winegrowers, merchants, brokers) and provides the sustainability certification framework that MJB participates in.
• Carrefour GroupflagshipStrategic or Co-development PartnerMJB is a wholly-owned subsidiary (filiale) of Carrefour Group. Since 2022, MJB serves as a Centre of wine and sparkling wine expertise for the entire Carrefour Group, managing sourcing, bottling, logistics, and e-commerce for all store formats (Hyper, Market, Proxi, Promocash) and the macave.carrefour.fr platform. The relationship provides MJB with guaranteed distribution through the Carrefour retail network and access to Carrefour's sustainability and CSR framework.
• Cité du Vin (La Cité du Vin, Bordeaux)minorOthersMaison Johanès Boubée is a patron (mécène) of the Cité du Vin wine museum in Bordeaux, a world-class cultural institution dedicated to wine civilization and heritage.

Scale indicators13 records

Recent moves16 records

Expansion highlights6 records

Direct peers

• Castel Group: One of the largest French wine and beverage groups, operating as a wine merchant (négociant), bottler and brand owner across still and sparkling wines. Directly comparable business model to MJB's bulk-sourcing, bottling and multi-brand wholesale activity, but at substantially larger scale and with its own retail distribution rather than a single captive buyer.
• Les Grands Chais de France: France's leading wine exporter and major private-label bottler, with vertically integrated production, bottling and logistics. Closely comparable to MJB in private-label scope, export orientation and multi-region sourcing; competes for the same European retailer own-label contracts.
• Advini: French wine group (formerly AdVini) covering vineyards, négociant activity, bottling and branded wines across multiple French regions. Directly comparable sourcing-to-shelf model and portfolio breadth of French A.O.C. references.
• Boisset Collection: Family-owned French wine group combining négociant operations, estate wines and bottling across Burgundy, Beaujolais and the Rhône. Comparable bulk-purchase-and-bottle model and multi-brand portfolio, with overlap in French retail private-label supply.
• Compagnie Française des Grands Vins: French wine merchant focused on Bordeaux and Loire A.O.C. wines, supplying French and international retailers and wholesalers. Closely comparable sourcing-and-distribution model in the same Bordeaux/Aquitaine trade corridor where MJB is the 3rd largest exporter.
• Vinadeis: French wine group combining cooperatives, négociant operations and contract bottling for French and international retail customers. Comparable private-label bottling and multi-region A.O.C. portfolio to MJB's La Cave d'Augustin Florent range.

Broad incumbents

• Moët Hennessy (LVMH Wines & Spirits division): Global premium wines and spirits division of LVMH covering Champagne, still wines and spirits. Overlaps with MJB in sparkling production (Charmat/méthode traditionnelle) and spirits bottling but operates in a premium and prestige tier that MJB's classified-growths portfolio only partially addresses.
• Pernod Ricard: Global wine and spirits group with significant French bottling and brand operations. Comparable in spirits bottling (Bayeux site expertise) and broad beverage distribution, but skewed toward global brand-building rather than retailer private-label.

Emerging players

• Treasury Wine Estates: Global wine producer and brand owner with growing presence in French-sourced and French-distributed wines. Less direct overlap in French négociant activity, but competes for the same retail shelf space and export customers across MJB's 50+ countries.

Others

• Carrefour Group (parent / retail counterparty): MJB's parent company and dominant customer; included as a structural counterparty rather than a peer. Relevant because any strategic shift in Carrefour's private-label sourcing, store-network footprint or e-commerce strategy directly determines MJB's volumes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maison Johanes Boubee