Deals

What Deals does

Deals (legal name: Deals A.E., Greek Anonyme Etairia) is a privately held B2B distributor of premium beverages, food, and professional equipment for the gastronomy sector, founded in 1986 and headquartered in Acharnes, Athens, Greece. The company curates a portfolio of more than 150 international and Greek brand partners, spanning wine (over 70 producers), beer (over 30 brands), spirits, soft drinks, premium chocolate, fruit purées, tea, vanilla, ingredients, decorations, and equipment such as glassware, brewing machines, wine cabinets, and professional warewashing systems. Exclusive distribution agreements with Valrhona, Riedel, Winterhalter, EuroCave, and Liebherr anchor the premium positioning.

The company operates a sales-led B2B go-to-market motion, reaching customers through direct sales to key accounts — including global and domestic hotel chains, Michelin-starred restaurants, exclusive bars, pastry shops, catering services, and foodservice chains — alongside wholesale distribution to beverage wholesalers and supply to retail accounts such as supermarkets, liquor stores, and delis. End consumers are reached through more than 2,600 direct points of sale and 5,000+ indirect points of sale across Greece, with products stored in Deals' own warehouses and delivered by its own fleet in the Athens area and through selected logistics partners for the rest of the country. A separate B2B portal (b2b.deals.com.gr) supports account management and ordering.

Revenue is generated primarily through B2B distribution transactions across food, beverage, and equipment categories; pricing is not publicly disclosed. In 2023, Deals extended beyond pure distribution by launching its own craft lager brand, Dathènes, and has continued to broaden its supplier portfolio (e.g., Mitravelas Estate in 2023, Esophy in 2025, Epic Spice in 2026). The company is led by owner Daniel Boustany, with a lean team organized around CEO, Finance, Operations, Sales, and Category Management functions, and 11-50 total employees reported.

Name

Deals

Legal name

DEALS A.E.

Website

https://deals.com.gr

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Deals is a privately held Greek B2B distributor, founded in 1986, that supplies premium beverages, food, and professional equipment from 150+ international and Greek brands to the country's foodservice, hospitality, retail, and wholesale channels.

Ownership category

akta.pro rank

Product category

Foodservice Distribution

NAICS

Beer and Ale Merchant Wholesalers (424810)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Foodservice & Hospitality Supply Clubs (Restaurants, Catering, Hotels) (CRAEAEAC)

Keywords

• Beverage distribution
• Foodservice wholesale
• Premium spirits distribution
• Gastronomy supply
• Wine and beer distribution

Headquarters

HQ city

Athens

HQ country

Greece

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. B2B Distribution: Core business lies on B2B transactions, distributing high-quality beverages, food and equipment to the foodservice industry and retail sector.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels2 records

Core offering

Deals is a B2B distributor of high-quality beverages (wine, beer, spirits, soft drinks), food (chocolate, fruits, tea, vanilla, decorations, ingredients), and professional equipment (glasses, brewing machines, wine cabinets, glass washers) for the gastronomy sector in Greece. The company represents more than 150 premium brand partners worldwide and supplies over 2,600 direct and 5,000 indirect points of sale across domestic and international territory.

Product overview

Deals is a B2B distributor serving the gastronomy sector with a portfolio of high-end beverages, food products, and professional equipment. The company operates as a distributor (not a software/platform company) organized into three main product categories: Beverages (wine, beer, spirits, soft drinks), Food (chocolate, fruits, tea, vanilla, tarts, decorations, ingredients, flour), and Equipment (glasses, brewing, wine cabinets, glass washers). Deals represents over 150 brand partners worldwide, including premium names like Valrhona, Riedel, Winterhalter, EuroCave, and Liebherr. The company also launched its own craft beer brand, Dathènes, in 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• Beverages Distribution
• Food Products Distribution
• Professional Equipment Distribution
• Dathènes Craft Lager

Quantifiable outcome

• More than 2,600 direct points of sale and more than 5,000 indirect points of sale

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• La Chef Levi (IEK La Chef Levi)coreStrategic or Co-development Partner · 10 November 2023Educational partnership where Valrhona products are used for training students at the culinary school. Deals SA serves as the exclusive importer of Valrhona chocolate in Greece, and this partnership aims to educate future culinary professionals on quality gastronomic ingredients.
• Mitravelas Estate (Κτήμα Μητραβέλα)coreChannel Partner/ Reseller/ Distributor · 13 February 2023Exclusive distribution partnership for wines from Mitravelas Estate, the oldest continuously operating winery in Nemea, founded in 1913. The partnership aims to bring Mitravelas wines to a wider market throughout Greece.
• Radical CommunicationsminorGTM or Marketing PartnerPromotional partnership for the Weihenstephan beer promotional contest held in October 2024. Deals AE organized the promotion in cooperation with Radical Communications for the marketing and promotion of Weihenstephan products.
• ValrhonacoreChannel Partner/ Reseller/ DistributorExclusive distributor of Valrhona chocolate in Greece. Valrhona has been a partner since 1922, known as a pioneer and specialist in the world of chocolate, with the mission to use good food to make the world better.
• RiedelcoreChannel Partner/ Reseller/ DistributorExclusive distributor of Riedel wine glasses in Greece. Riedel has been producing wine glasses since 1756 and pioneered the concept that wine glass shape affects taste and aroma.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Others

• Compass Group (Foodservice): Global contract foodservice and support services company. While not a distributor, it is a key end-customer type for Deals (large HoReCa operators), making it a relevant adjacent comparable for channel demand trends.
• Riedel (Manufacturer / Vertical Integration): Austrian glassware manufacturer and current principal of Deals. Listed as an 'other' because it represents the principal-side counterpart of the distribution relationship, illustrating the risk of vertical integration by suppliers.

Broad incumbents

• Brakes Group: UK-based broadline foodservice distributor serving pubs, restaurants, and hotels. Comparable business model (B2B HoReCa distribution) at significantly larger scale across multiple product categories.
• Bidvest Foodservice Europe: Large multinational foodservice distributor operating across Europe. Broader and deeper portfolio but similar B2B model, supplying restaurants and hospitality with food, beverages, and equipment.
• Sysco Corporation: Largest global foodservice distribution company, selling food, beverages, and equipment to restaurants, hotels, and institutional customers. Same end markets as Deals but at vastly different scale and geography.
• Metro AG Cash & Carry: International cash-and-carry and foodservice distributor operating in many countries. Comparable as a B2B HoReCa supplier with both food and non-food categories.

Regional players

• AB Vassilopoulos (AB Food & Beverages): Major Greek supermarket and foodservice retail chain, overlapping with Deals in retail distribution of premium beverages and food across Greece.

Emerging players

• Kechris Wines & Distillates: Greek winery and beverage producer with a distribution arm selling into domestic HoReCa. Overlaps with Deals' beverage category and premium on-trade customer base in Greece.

Direct peers

• Lambrakis Wines & Spirits: Greek wine and spirits distributor with a comparable B2B foodservice and retail customer base. Most direct local comparable in terms of product mix and channel focus on the Greek HoReCa market.
• Eurogroup (Euro Catering) Greece: Greek foodservice distribution specialist serving restaurants, hotels, and catering with imported premium products. Direct overlap in target customers and B2B distribution model within Greece.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/deals_sa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Deals