What Mack & Schuhle does

Mack & Schühle AG is a fourth-generation, family-owned German wine and spirits distributor and importer founded in 1939, headquartered in Owen/Teck. The company operates a B2B distribution platform (mus.de) serving food retail (LEH), gastronomy and on-trade, specialty beverage retailers, and trade wholesalers across Germany, distributing a portfolio of more than 100 international brands spanning wines from 10+ countries, champagne and sparkling wines, a full spirits range (gin, vodka, whisky, tequila, liqueurs, vermouth, rum), ready-to-drink beverages, alcohol-free products, and olive oil. Named enterprise customers include REWE and EDEKA in food retail, with the gastronomy and bartender community served directly in on-trade channels. The company owns the Carissima proprietary brand (RTD spritzes, liqueurs, alcohol-free aperitivo) and distributes third-party brands such as Champagne Lanson, Zonin, Dalmore, Michter's, Badel 1862, and Young Poets.

The company employs 200+ people, with more than 100 dedicated to field sales, key account management, and brand management, executing over 100,000 POS visits annually and conducting up to 10,000 quality tastings per year. Core technology consists of a CRM system integrated with Google Maps for daily route optimization, a Sana Commerce-powered B2B e-commerce platform, and owned warehouse and logistics operations in Erfurt supporting a 360-degree service model. Mack & Schühle has held IFS Broker certification since 2010 as the first European wine and spirits importer to do so, and also maintains organic and Demeter certifications.

Revenue is generated through distribution margins on wine and spirits sales to retail and gastronomy channels, complemented by brand development services that build partner brands through POS campaigns, event placements, and communications. The go-to-market is sales-led and multi-channel: an in-house field sales force, twice-yearly roadshows in Berlin, Hannover, Stuttgart, and Munich featuring 21+ partner producers, B2B e-commerce, and event sponsorships (Bitpanda Hamburg Open, Schanzenkino Open Air, Open Beatz Festival). Sustainability commitments include solar power generation, a learning partnership in the UNESCO Swabian Alb Biosphere Reserve, and UN Global Compact membership.

Name

Mack & Schuhle

Legal name

Mack & Schühle AG

Website

https://mus.de

Company type

Private

Founded year

1939

Operating status

Operating

Short description

Mack & Schühle AG is a fourth-generation, family-owned German wine and spirits distributor and importer founded in 1939, serving food retail (REWE, EDEKA), gastronomy, and specialty beverage retailers across Germany with 100+ international brands and the proprietary Carissima RTD/liqueur line.

Ownership category

akta.pro rank

Product category

Wine and Spirits Distribution

NAICS

Beer and Ale Merchant Wholesalers (42481), Beverage Manufacturing (3121)

SIC

Beverages (2080), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Bulk / Private Label Alcohol Production & Brands (CRADAIAJ)

akta.pro secondary industries

Membership Wholesale Clubs (B2B & B2B2C) (CRAEAEAB), Online B2B Grocery Supply for Small Businesses (Wholesale-to-Consumer/Prosumer) (CRAHAIAL)

Keywords

• Wine distribution
• Spirits distribution
• Beverage importation
• B2B beverage trade
• Alcohol distribution

Headquarters

HQ city

Owen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wine and Spirits Distribution: Mack & Schühle operates as a leading distributor and importer of wine and spirits in Germany, generating revenue through distribution fees and margins on the sale of wines and spirits to retail and gastronomy channels. The company develops brands through market positioning, POS campaigns, event placements, and communication, earning revenue from brand management and distribution services.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mack & Schuhle is a German family-owned B2B distributor and importer of wines, sparkling wines, spirits, ready-to-drink beverages, and alcohol-free products, supplying food retail, gastronomy, specialty beverage retailers, and trade wholesalers. The company curates a portfolio of more than 100 brands including its own Carissima range and exclusive partner brands such as Champagne Lanson, Zonin, Badel 1862, and Young Poets, supporting trade customers through an in-house field sales force, key account management, brand development, and an owned B2B e-commerce platform.

Product overview

Mack & Schühle is a leading German wine and spirits distributor operating as a B2B e-commerce platform. The company distributes a comprehensive portfolio of wines (red, white, rosé, sparkling), spirits (gin, vodka, whisky, tequila, liqueurs, vermouth), ready-to-drink beverages, and non-alcoholic products. The product ecosystem includes their main B2B online shop powered by Sana Commerce, featuring hundreds of international wine and spirits brands including proprietary Carissima brand products (ready-to-drink spritz beverages and spirits), distributed brands like Zonin, Young Poets, Champagne Lanson, and Badel 1862. The company also operates proprietary logistics and warehousing, field sales force for POS visits, and a career portal powered by Teamtailor.

Differentiator

Problem solved

Functional benefit

Products and services

• Wine Portfolio Comprehensive wine portfolio including red, white, rosé, and sherry/dessert/port wines from Germany, Italy, France, Spain, Portugal, Austria, Romania, Georgia, Hungary, California, Argentina, South Africa, Australia, and New Zealand, distributed to German food retail, gastronomy, and specialty beverage retail customers.
• Sparkling Wine Portfolio Sparkling wine selection including Champagne, Crémant, Sekt, and Prosecco varieties distributed to German trade customers, including exclusive distribution of Champagne Lanson.
• Spirits Portfolio Extensive spirits range including anis, brand & geist, bitter, brandy & cognac, gin, grappa, liqueur, rum, tequila & mezcal, vodka, vermouth, and whisk(e)y, sourced internationally and distributed to German B2B customers.
• Ready-To-Drink Beverages Ready-to-drink beverages and premixed cocktails including the award-winning Carissima Ice Tea Wild Berry & Wine Spritz and Carissima Limoncello Spritz, marketed through German food retail and on-trade channels.
• Alcohol-Free Beverages Non-alcoholic beverages and wines including the Carissima Aperitivo Alkoholfrei 0.7L product, distributed to German trade customers seeking growing no/low alcohol ranges.
• Olive Oil Olive oil products distributed alongside the wine and spirits portfolio to German B2B customers.
• Badel 1862 Spirits Distribution (Exclusive Germany) Exclusive German distribution rights for Badel 1862 portfolio including Badel Šljivovica (best-selling Croatian plum brandy), Badel Šljivovica Premium Selection, and Badel Antique Pelinkovac herbal liqueur, available via the B2B shop and trade channels from June 2026.
• Carissima Brand Portfolio Own-brand Carissima portfolio spanning ready-to-drink spritz products (Ice Tea Peach & Wine Spritz, Ice Tea Wild Berry & Wine Spritz, Limoncello Spritz Dose) and spirits (Limoncello 30%, Aperitivo Granatapfel & Sauerkirsch 16%, Aperitivo Alkoholfrei 0.7L), with brand activation across German retail, gastronomy, and festival sponsorships.
• Antica Formula Vermouth Distribution Distribution of premium Antica Formula vermouth alongside Carpano and Punt e Mes brands, positioned as foundation for timeless aperitif and cocktail classics for German trade customers.
• B2B E-commerce Distribution Platform (mus.de) Proprietary B2B e-commerce shop at mus.de powered by Sana Commerce, enabling registered trade customers to browse and order from the full wine and spirits portfolio, with login-required pricing access.
• Annual Wine and Spirits Roadshow Twice-yearly roadshow events (Spring and Fall) held in major German cities including Berlin, Hannover, Stuttgart, and Munich, featuring over 21 partner winemakers and distillers to engage trade customers such as wholesalers, gastronomy operators, and bartenders.

Quantifiable outcome

• Over 100,000 POS visits delivered annually by the in-house field sales force
• +5 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Eatable AdventurescoreStrategic or Co-development Partner · 16 May 2026Eatable Adventures, a global Foodtech accelerator, launched the Wine Tech Challenge open-innovation program with support from UniCredit, operating within the Verona Agrifood Innovation Hub. Mack & Schühle (listed as Mack & Schühle Italia) participated as one of the partner wineries for field trials in cellar automation, export channels, sustainable viticulture, and customer experience innovation.
• Badel 1862coreChannel Partner/ Reseller/ Distributor · 8 May 2026Mack & Schühle assumed exclusive distribution in Germany for Badel Šljivovica, Badel Šljivovica Premium Selection, and Badel Antique Pelinkovac Kräuterlikör starting June 2026. The goal is to strategically develop the Badel brand in the German market and sustainably expand its presence in food retail.
• PfannercoreStrategic or Co-development Partner · 7 May 2026Pfanner, Germany's No. 1 iced tea brand, collaborated with Carissima (distributed by Mack & Schühle) to create the Carissima Ice Tea product line — combining Pfanner's freshly brewed iced tea with Italian white wine. The partnership resulted in Ice Tea Peach & Wine Spritz and Ice Tea Wild Berry & Wine Spritz, with strong market performance including 20x distribution growth.
• Schanzenkino Open Air HamburgminorGTM or Marketing Partner · 7 May 2026Carissima was exclusive gastro partner at the Schanzenkino Open Air in Hamburg (July 19 – August 30, 2026), with around 40,000 expected visitors. Two gastro containers served the event with Carissima products.
• Open Beatz FestivalminorGTM or Marketing Partner · 7 May 2026Carissima was a comprehensive sponsor at the Open Beatz Festival (July 24–26, 2026), Germany's largest EDM festival in southern Germany with ~90,000 guests. Activation included sampling, branded stand, mobile Ape vehicle, LED screen coverage, and daily 'Sundowner' activations.
• Champagne LansoncoreChannel Partner/ Reseller/ Distributor · 30 April 2026Champagne Lanson became the official Champagne partner of the Bitpanda Hamburg Open (ATP 500 tennis tournament, May 16–23, 2026). Mack & Schühle distributes Maison Lanson's products in Germany, with this partnership marking a milestone in Lanson's tennis sponsorship and German market presence.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hawesko Holding SE: Germany's leading wine specialist retailer and distributor, operating multiple B2B and B2C channels. Direct competitor in the German wine distribution market with overlapping retail and trade customer bases and a comparable multi-brand portfolio strategy.
• Eggers & Franke Holding GmbH: Family-owned German wine and spirits importer/distributor with a long history and broad portfolio of international brands. Directly comparable in business model, customer segmentation across food retail and gastronomy, and B2B wholesale orientation.
• Wein Wolf Import GmbH & Co. Vertriebs KG: German wine importer and distributor with strong food retail (LEH) and specialist trade presence. Comparable scope in international wine portfolio management and B2B distribution to German retail accounts.
• Borco-Marken-Import Matthiesen GmbH & Co. KG: One of Germany's largest spirits importers, distributing international premium spirits brands through food retail, gastronomy, and cash & carry channels. Highly comparable business model focused on imported brand distribution rather than manufacturing.
• Schlumberger Vertriebsgesellschaft mbH & Co. KG: German wine and spirits distributor with multi-category portfolio and established retail and gastronomy relationships. Operates a comparable B2B distribution model with overlapping supplier and customer networks in Germany.

Broad incumbents

• Henkell Freixenet GmbH: Germany's largest sparkling wine producer and a major international wine and spirits group. Overlaps in sparkling wine, retail distribution, and event/sponsorship marketing; broader and vertically integrated versus Mack & Schuhle.
• Pernod Ricard Deutschland GmbH: German subsidiary of one of the world's largest wine and spirits groups. Operates across many of the same product categories and channels (retail, gastronomy, on-trade activations) at much larger scale and with proprietary brands.
• Diageo Germany GmbH: German arm of global spirits major Diageo, distributing premium spirits across retail, gastronomy, and on-trade. Competes for the same trade customers and on-trade activations in Germany with deeper marketing budgets.
• Rotkäppchen-Mumm Sektkellereien GmbH: Germany's leading sparkling wine producer and a top spirits brand owner. Overlaps with Mack & Schuhle's sparkling wine portfolio and has strong retail and gastronomy presence in the German market.

Emerging players

• Vicampo.de GmbH (wine in black / Vinos): Digital-first German wine platform aggregating producer and distributor offerings to consumers. Represents an emerging digital distribution model that competes for retailer mindshare and consumer demand, particularly among younger buyers Mack & Schuhle also targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mackundschuehle
• LinkedInlinkedin.com/company/mack-und-schuehle-ag
• Instagraminstagram.com/mack.schuehle

Compliance3 records

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 Mack & Schuhle