Decantalo
Decántalo is a Spain-based direct-to-consumer online wine retailer (founded 2012, HQ Rubí) selling a 2,000-producer catalog of wines, sparkling wines, spirits, and non-alcoholic drinks to individual consumers across 35+ countries via its PrestaShop e-commerce storefront.
- Company typePrivate
- Founded2012
- HeadquartersBarcelona, Spain
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Decantalo does
Decántalo (legal entity Decántalo Vinos SL) is a Spain-based direct-to-consumer online wine retailer founded in 2012 and headquartered in Rubí, near Barcelona. The company operates a single-channel e-commerce storefront at decantalo.com targeting individual wine consumers, ranging from casual buyers to serious collectors, who want access to a broad international wine catalog, expert ratings, and home delivery across Europe and selected international markets.
The platform is built on PrestaShop and integrates geolocation, customer accounts, live chat via Oct8ne, push notifications via OneSignal, and shipping calculation tied to CTT Express. The product surface spans wines (red, white, rosé, fortified, sweet, orange, vermouth) from major regions including Ribera del Duero, Rioja, Rueda, Priorat, Burgundy, and Champagne, alongside sparkling wines (Cava, Champagne, Prosecco), a wide spirits assortment (whisky, gin, rum, tequila, mezcal, cognac), non-alcoholic alternatives, wine accessories, gift boxes, and an outlet. Differentiation rests on a catalog depth claim of 2,000+ producers supported by aggregated critic ratings (Parker, Suckling, Peñín, in-house) and supporting content (blog, YouTube, Spotify podcast).
Revenue is generated transactionally through one-time purchases in EUR, supplemented by gift cards and Club Decántalo memberships. Pricing ranges from under €10 to over €100 per bottle with unit-level pricing; free shipping thresholds (€125 standard, €49 first-order via promo code DECÁNTALO) and a 14-day return policy support conversion. Payment methods include credit card, PayPal, bank transfer, Klarna (BNPL), and Bizum. Distribution is exclusively direct-to-consumer via the company's own storefront, with international shipping to 35+ countries but excluding the Canary Islands, Ceuta, and Melilla; the operating team is lean at 1-10 employees led by CEO Oriol Ripoll and co-founder Hector Pla.
Decantalo firmographics
Firmographics- Name
- Decantalo
- Legal name
- Decántalo Vinos SL
- Website
- https://decantalo.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Decántalo is a Spain-based direct-to-consumer online wine retailer (founded 2012, HQ Rubí) selling a 2,000-producer catalog of wines, sparkling wines, spirits, and non-alcoholic drinks to individual consumers across 35+ countries via its PrestaShop e-commerce storefront.
- Ownership category
- akta.pro rank
Where Decantalo is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
Decantalo business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Wine and Spirits Retail: Direct e-commerce sales of wines, sparkling wines, spirits, and wine accessories to consumers. Revenue generated through product transactions with pricing in EUR.
- Gift Cards: Digital gift card sales for wine purchases, allowing customers to purchase gift vouchers for recipients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard wine retail pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Decantalo product offering
Product offeringCore offering
Decantalo is an online wine shop that sells still wines, sparkling wines, spirits, non-alcoholic drinks, wine accessories, and pre-made gift boxes directly to consumers in Spain and internationally. Customers can browse by category (Wine, Sparkling Wines, Spirits, Accessories, Non-Alcoholic, Gift Boxes, Outlet) and use tools like the Wine Advisor recommender, expert reviews, and outlet pricing to choose products. Orders are placed through the decantalo.com e-commerce storefront and shipped to multiple countries.
Product overview
Decantalo is an online wine shop offering a comprehensive e-commerce platform for wines, sparkling wines, spirits, and accessories. The core product is the Wine category, which spans multiple types (red, white, rosé, fortified, sweet, orange, vermouth) sourced from major wine-producing countries and regions worldwide. Adjacent offerings include Sparkling Wines (Champagne, Cava, Prosecco), Spirits (whisky, gin, rum, vodka, cognac, tequila, mezcal), and Non-Alcoholic alternatives. Supporting products include Wine Accessories (corkscrews, glasses, decanters), Gift Boxes, Wine Selections (curated collections), Wine Outlet (discounted wines), Club Decántalo (loyalty program), and the Wine Recommender (personalization tool). The platform integrates with multiple payment providers (credit card, PayPal, Klarna, Bizum) and shipping carriers (CTT Express, CTT Collectt Express).
Differentiator
Problem solved
Functional benefit
Products and services
- Wine Core product category: still wines from various regions, sold per bottle through decantalo.com. The store curates a wide selection of Spanish and international wines for individual consumers.
- Sparkling Wines Standalone category of sparkling wines (cavas, champagnes, proseccos, etc.) sold per bottle on decantalo.com, targeted at consumers seeking sparkling wines for celebrations or gifting.
- Spirits Standalone category of distilled spirits (and other alcoholic beverages outside wine) sold per bottle on decantalo.com for individual consumers.
- Non-Alcoholic Drinks Non-alcoholic beverage category sold on decantalo.com, expanding the store beyond alcoholic wine and spirits to inclusive drinkers and designated drivers.
- Wine Accessories Accessory category including decanters, glasses, openers, and related wine-serving items sold on decantalo.com to complement wine purchases.
- Gift Boxes Pre-assembled gift boxes combining selected wines/spirits with accessories, sold as ready-to-give units on decantalo.com. Targeted at personal and social gifting use cases.
Companies that use Decantalo
Customer profileSegments1 record
Ideal customer profiles3 records
Decantalo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration19 records
Feature1 record
Decantalo partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights6 records
Decantalo competitors and assessment
Company assessmentEmerging players
- Vivino: Global wine community app with label recognition and an integrated wine marketplace. Comparable on consumer wine discovery, ratings aggregation, and online wine purchasing, though marketplace-led rather than pure retailer.
Direct peers
- Bodeboca: Spanish online wine club and e-commerce platform founded around the same era, offering curated Spanish wines with international shipping. Directly comparable to Decántalo on assortment, geography, and DTC online wine model.
- Vinissimus: Barcelona-based online wine retailer specializing in Spanish and international wines with direct-to-consumer shipping. Closest direct competitor to Decántalo in the Spanish online wine market with overlapping assortment and international delivery.
- ReserveBar: US online retailer specializing in premium spirits and gift-ready alcohol with critic-driven curation. Comparable on premium alcohol DTC, gift-box offerings, and critic-rating-driven merchandising.
- Naked Wines: Online wine subscription and retailer connecting consumers directly with independent winemakers. Comparable on DTC wine e-commerce, subscription/club mechanics, and curated producer relationships.
- The Whisky Exchange: UK-based specialist online retailer of whisky and other spirits with extensive catalog and critic ratings. Comparable as a specialist online alcohol retailer with strong editorial content and international shipping.
- Wine.com: Largest online wine retailer in the United States, offering thousands of wines with direct-to-consumer shipping and editorial content. Comparable on online-only wine DTC model, large multi-region catalog, and content-driven acquisition.
- Lavinia: Spanish multi-store wine retailer with a strong e-commerce platform offering one of Europe's widest wine selections. Directly comparable on catalog breadth, multi-region assortment, and online/offline wine retail.
Broad incumbents
- Drizly: US online alcohol marketplace and delivery service (now part of Uber) offering beer, wine, and spirits with on-demand delivery. Comparable as a major online alcohol retail platform, though broader in assortment and US-focused.
- Total Wine & More: Largest US independent retailer of wine, beer, and spirits with strong e-commerce platform. Comparable as a multi-category alcohol retailer with online ordering, but operates at significantly larger scale and primarily US-focused.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Decantalo social profiles
Digital presenceDecantalo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Decantalo leadership team
Management profileNumber of profiles
Profiles2 records
Decantalo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Decantalo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Decantalo
What does Decantalo do?
Decantalo is an online wine shop that sells still wines, sparkling wines, spirits, non-alcoholic drinks, wine accessories, and pre-made gift boxes directly to consumers in Spain and internationally. Customers can browse by category (Wine, Sparkling Wines, Spirits, Accessories, Non-Alcoholic, Gift Boxes, Outlet) and use tools like the Wine Advisor recommender, expert reviews, and outlet pricing to choose products. Orders are placed through the decantalo.com e-commerce storefront and shipped to multiple countries.
Is Decantalo a public or private company?
Decantalo is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Decantalo founded?
Decantalo was founded in 2012. It employs 1 to 10 people.
Where is Decantalo based?
Decantalo is headquartered in Barcelona, Spain, in the Europe region.
How does Decantalo make money?
Two revenue lines are on record. Wine and Spirits Retail is the primary driver. The others are gift Cards.
Who are Decantalo's main competitors?
Vivino is listed as an emerging player. Direct peers are Bodeboca, Vinissimus, ReserveBar, Naked Wines, The Whisky Exchange, Wine.com and Lavinia. Broad incumbents are Drizly and Total Wine & More.
Does Decantalo have an API?
No public API is recorded for Decantalo.