House of Wine

What House of Wine does

House of Wine (HOUSE OF WINE AEE) is a privately held Greek omnichannel wine and spirits retailer founded in 2009 and headquartered at Ethnikis Antistaseos 40 in Chalandri, Athens. It operates a physical showroom, the e-commerce site houseofwine.gr, native iOS/Android applications, and dedicated B2B divisions for HORECA (restaurants, bars, wine shops) and yacht provisioning. Its catalog spans 1,857+ active product SKUs organized into wine (including HOW Exclusives, Fine Wines, and Club Wines sub-brands), whisky, spirits, beer, non/low-alcohol, accessories, and a deli/gourmet range, with prices ranging from approximately €7 per bottle to €4,784 for ultra-premium cognac.

The business is built on a Greek-language e-commerce platform integrated with Wolt (60-minute on-demand delivery), Skroutz (marketplace plus pickup points), and Viva Payments (payment processing), and it features an AI-powered chatbot named Ariadni (Αριάδνη) that delivers conversational wine recommendations based on dish, mood, or budget. The company drives acquisition and retention through a content marketing engine of 710+ editorial blog articles, a 250,000+ subscriber email program, 23,000+ Facebook followers, the HOW Exclusive Club loyalty program, and live-streamed tasting events. House of Wine generates revenue from one-time consumer e-commerce transactions, HORECA wholesale supply, luxury yacht provisioning, and corporate/private event services, and is recognized as Greece's leading wine e-commerce brand based on multiple consecutive years (2017–2019) of Alexa.com ranking and a Meininger's Wine Business International "Best Mail Order Company" award.

Name

House of Wine

Legal name

HOUSE OF WINE AEE

Website

https://houseofwine.gr

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

House of Wine is a Greek omnichannel wine and spirits retailer founded in 2009, operating a Chalandri retail store, the houseofwine.gr e-commerce platform, mobile apps, and B2B wholesale for HORECA and yachting. It serves Greek consumers, hospitality businesses, and luxury marine clients with 1,857+ SKUs and an AI wine advisor.

Ownership category

akta.pro rank

Product category

Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (445320)

SIC

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

akta.pro primary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

akta.pro secondary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Wine retail
• Spirits distribution
• Online wine shop
• HORECA supply
• Beverage e-commerce

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail E-commerce Sales: Direct-to-consumer online sales of wines, spirits, beer, accessories, and deli products through houseofwine.gr. Products are priced per bottle/unit with prices ranging from approximately €7 to €4,784 for premium cognac. Revenue is generated through individual transaction fees at point of sale.
2. Wholesale to HORECA: B2B wholesale supply to restaurants, bars, and wine shops (Χονδρική Εστιατορίων/Μπάρ/Κάβας). Dedicated service division for supplying the hospitality sector.
3. Yacht Provisioning: Specialized supply service for yachts and boats (Τροφοδοσία Σκαφών - Yachting), serving the luxury yachting market.
4. Event Services: Catering and event services (Εκδηλώσεις) including wine tastings, corporate events, and private gatherings.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

House of Wine is a Greek omnichannel wine and spirits retailer operating both a physical store in Chalandri, Athens and a nationwide e-commerce platform (houseofwine.gr). It sells an extensive catalog of Greek and international wines, whiskies, spirits, beers, non-alcoholic beverages, wine accessories, and gourmet deli products to individual consumers, while also providing dedicated B2B wholesale supply to the HORECA sector, yacht provisioning, and event catering services.

Product overview

House of Wine is a Greek omnichannel wine and spirits retailer operating both physical and e-commerce channels. The core offering is an extensive e-commerce catalog organized across multiple product lines: wine (Greek and international, including exclusive HOW Exclusives, Fine Wines, and Club Wines sub-brands), whisky (single malts, blends, and annual Special Release series), spirits (vodka, rum, tequila, liqueurs, grappa, cognac-brandy, gin, vermouth, ouzo-tsipouro-raki, and RTD cocktails), beer, and non/low-alcohol alternatives. Adjacent categories include wine accessories and deli/gourmet foods. The platform is supported by a mobile app (iPhone/Android), a loyalty program (HOW Exclusive Club), B2B services (restaurant/bar wholesale, yacht supply, event catering), and an editorial blog with 710+ articles. The business operates from a physical store in Chalandri, Athens, and delivers across Greece via integrations with Wolt (60-minute delivery), Skroutz Point (pickup), and Viva Payments (payment processing).

Differentiator

Problem solved

Functional benefit

Products and services

• Wine (Κρασί)

Quantifiable outcome

• 250,000+ email subscribers receiving 12 monthly newsletters, 52 Monday updates, and 32 Thursday offers annually
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SkroutzcoreChannel Partner/ Reseller/ Distributor · 1 January 2025House of Wine products are available on Skroutz marketplace with SkroutzPoint pickup option, allowing customers to browse and order through Skroutz and collect at partner locations. This extends House of Wine's reach to Skroutz's large consumer base.
• WoltcoreChannel Partner/ Reseller/ Distributor · 1 January 2025House of Wine offers 60-minute delivery through Wolt's on-demand delivery platform, enabling rapid home delivery of wines and spirits in served urban areas.
• Viva PaymentscoreTechnology or Integration · 1 January 2025Viva Payments is used as the online payment processor for houseofwine.gr transactions, enabling secure card payments for e-commerce orders.
• Ellispoint.grminorGTM or Marketing Partner · 12 March 2012House of Wine collaborated with Ellispoint.gr (a lifestyle media site by Έλλη Στάη) to publish articles about wine and gastronomy in the 'Art de la Table' section of Ellispoint. This partnership extended House of Wine's content reach to Ellispoint's audience.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Others

• Skroutz: Greece's dominant product marketplace that lists House of Wine as a 3P seller and provides SkroutzPoint pickup infrastructure. Functioning as a marketplace partner and traffic channel rather than a direct competitor.
• Kir-Yianni Estate: Premium Greek winery (Naoussa) whose online shop is powered by House of Wine's e-commerce platform. Comparable as a producer-side ecosystem partner and demonstrates the platform white-label capability.

Broad incumbents

• Total Wine & More: Largest independent US retailer of wine, beer, and spirits with multi-channel retail, broad assortment, and B2B supply. Comparable as a broader incumbent omnichannel beverage retailer that dwarfs House of Wine's scale.

Direct peers

• Berry Bros. & Rudd: Historic London fine-wine merchant with a strong e-commerce and cellar-management offering, broad curated portfolio, and B2B supply to hospitality. Comparable to House of Wine's premium/Fine Wines positioning, broad curated catalog, and B2B HORECA trade.
• Wine.com: US-based online wine retailer with the largest selection of wines online, AI-driven recommendation engines, content, and a loyalty program. Same product-led-growth + content-led + AI-advisor playbook that House of Wine operates.
• Naked Wines: Online wine merchant built around a subscription/club model with curated discovery, e-commerce, and direct-to-winery relationships. Highly comparable subscription/club mechanism and customer-acquisition model to House of Wine's HOW Exclusive Club.
• Majestic Wine: UK multi-channel wine retailer combining physical stores, e-commerce, and a free delivery service — the most direct omnichannel peer in Europe to House of Wine's physical-store + e-commerce + nationwide delivery model.
• Vivino: Global wine marketplace and app combining an alcohol-retail marketplace with AI-driven recommendations and a large community of wine drinkers. Operates an online wine store with delivery in selected markets; highly comparable to House of Wine's e-commerce + AI-advisor + community model.
• Laithwaite's Wine: UK-based direct-to-consumer wine merchant with subscription/mail-order clubs, curated selection, and content-led marketing. Operates the same consumer-direct + loyalty/subscription flywheel that House of Wine is building via HOW Exclusive Club.

Emerging players

• Drizly: US alcohol e-commerce/delivery aggregator that partners with local retailers for fulfillment — comparable to the Wolt-driven 60-minute delivery layer that House of Wine uses, but as a more specialized alcohol-delivery-first platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/houseofwinegr
• Xx.com/houseofwinegr
• LinkedInlinkedin.com/company/house-of-wine

Revenue estimate

Valuation estimate

Number of profiles

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 House of Wine