Weinfreunde
Weinfreunde is a German online wine and spirits retailer operated by REWE Wein online GmbH (a REWE Group subsidiary), selling curated wines, champagne, spirits, and accessories directly to German consumers via weinfreunde.de and REWE supermarket omnichannel distribution.
- Company typePrivate
- Founded2014
- HeadquartersKöln, Germany
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Weinfreunde does
Weinfreunde is an online wine, spirits, and lifestyle beverage retailer operated by REWE Wein online GmbH, a wholly-owned subsidiary of the REWE Group, one of Germany's largest retail cooperatives. The company sells through weinfreunde.de and across REWE supermarket locations nationwide, presenting an integrated omnichannel proposition that blends digital convenience with physical-shelf discovery under the "Weine im REWE-Markt" label. The catalog spans red, white, rosé, sparkling, and alcohol-free wines from approximately 500+ producers across Germany, Italy, Spain, France, South Africa, Portugal, Austria, and New Zealand, with price points ranging from roughly €6 entry-level bottles to €645 premium Bordeaux (e.g., Château Mouton Rothschild). Adjacent categories include spirits (gin, whisky), wine accessories, curated tasting packages, Bag-in-Box and Magnum formats, and bio/organic-certified selections; premium segments (VDP, Bordeaux, Barolo, Champagne) and critic-rated wines (Robert Parker, Falstaff, James Suckling) are surfaced as flagship offerings.
The business model is direct-to-consumer transaction retail with standard unit pricing, €3.99 flat shipping (free over €99), and a €25 minimum order. Customer retention is supported by the Weinfreunde plus loyalty program (points redeemable for cash value, €5 welcome credit), the Weinfreunde Magazin editorial platform, and the "Bei Anruf Wein" podcast. Go-to-market is product-led and content-led: SEO, content marketing, email newsletters, and social channels drive top-of-funnel awareness, while curated selection, expert tasting notes, and a quality guarantee (full refund if unsatisfied) address purchase-uncertainty in a high-consideration category. Customer segments are horizontal — German wine consumers, enthusiasts/collectors, and gift buyers — with no enterprise or B2B channel disclosed.
The company is registered in Köln, operates a small headcount (11–50 employees), and is governed by four Managing Directors (Cédric Garraud, Clemens Uwe Bauer, Sven Reinbold, Ulrike Zanker). Its core technology is a commercetools-based e-commerce storefront integrated with REWE Group's retail and logistics infrastructure; no proprietary AI/ML systems, APIs, or SDKs are disclosed. Recognition includes "Höchste Weiterempfehlung 2025" (Focus Money) and "Best Trader Online International" (Berliner Wein Trophy, 2023), alongside DE-ÖKO-006 organic retail certification.
Weinfreunde firmographics
Firmographics- Name
- Weinfreunde
- Legal name
- REWE Wein online GmbH
- Website
- https://weinfreunde.de
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Weinfreunde is a German online wine and spirits retailer operated by REWE Wein online GmbH (a REWE Group subsidiary), selling curated wines, champagne, spirits, and accessories directly to German consumers via weinfreunde.de and REWE supermarket omnichannel distribution.
- Ownership category
- akta.pro rank
Weinfreunde industry classification
Industry- Product category
- Online Wine Retail
- NAICS
- Beer, Wine, and Liquor Retailers (445320)
- akta.pro primary industry
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)
- akta.pro secondary industries
- Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ), Fine Wine & Luxury Spirits Retail (CRANABAE)
Keywords
Where Weinfreunde is headquartered
LocationHeadquarters
- HQ city
- Köln
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Weinfreunde business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Wine and Spirit Sales: Direct retail of wines, spirits, champagne, and wine accessories through online store. Transaction-based pricing with per-bottle and package sales. Revenue generated from consumer purchases with standard markup on wholesale prices.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard wine retail pricing |
| Other | Pay-as-you-go | Shipping fee |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Weinfreunde product offering
Product offeringCore offering
Weinfreunde operates an online wine shop offering wines, spirits, champagne, and wine accessories from approximately 500+ producers worldwide, sold direct-to-consumer via weinfreunde.de and through REWE supermarket stores across Germany. The platform organizes wines by type (red, white, rosé, sparkling, alcohol-free), country, grape variety, and region, and includes curated selections such as VDP wines, award-winning wines, and premium Bordeaux. Adjacent offerings include a loyalty program (Weinfreunde plus), wine packages, a wine magazine, and a podcast.
Product overview
Weinfreunde is an online wine e-commerce platform operated by REWE Wein online GmbH, part of the REWE Group. The core offering is the online wine shop featuring wines categorized by type (red, white, rosé, sparkling, alcohol-free), country of origin (Germany, Italy, Spain, France, South Africa), grape variety (Primitivo, Grauburgunder, Sauvignon Blanc, Riesling, Chardonnay), and region (Pfalz, Südtirol, Mosel, Toskana, Baden). The platform also offers premium selections including VDP wines, award-winning wines rated by Robert Parker, Falstaff, and James Suckling, Champagne, and Bordeaux wines. Adjacent offerings include a loyalty program (Weinfreunde plus), wine accessories, spirits (gin, whisky), wine packages for gifting and tasting, a wine magazine, and a wine podcast ('Bei Anruf Wein'). Selected wines are also distributed through physical REWE retail stores.
Differentiator
Problem solved
Functional benefit
Brands
- Weinfreunde plus: A loyalty/rewards program where customers collect points on purchases that can be redeemed for monetary value, with a welcome bonus of 500 points (worth €5).
- Weinfreunde Magazin
- Bei Anruf Wein
- Weinfreunde Depot Hamburg
Products and services
- Weinpakete (Wine Packages) Curated wine packages for various occasions including tasting sets, themed collections, and gift options, aimed at German consumers and gift buyers.
- Weinzubehör (Wine Accessories) Wine accessories and equipment sold alongside wines to German retail customers.
- Spirituosen (Spirits) Spirits including gin, whisky, and alcohol-free alternatives, sold to German consumers via the Weinfreunde online shop.
- Bioweine (Organic Wines) Organic and bio-certified wines from various producers and regions, sold to German consumers seeking EU-certified organic wines.
- Bag-in-Box Weine Wines sold in bag-in-box format for larger volumes (3L, 5L), targeting value-seeking German consumers.
- Magnumflaschen (Magnum Bottles) Large-format wine bottles (1.5L Magnum) for aging and special occasions, sold to German collectors and celebratory buyers.
- Prämierte Weine (Award-winning Wines) Wines that have received awards and high ratings from wine critics including Robert Parker, Falstaff, and James Suckling, sold to German connoisseurs and collectors.
- VDP Weine Wines from the Verband der Prädikatsweingüter (VDP), Germany's association of top-quality wine producers, sold to German premium wine buyers.
- Champagner & Schaumweine Champagne and premium sparkling wines including vintage and luxury selections, sold to German consumers for celebrations and gifting.
- Weinfreunde plus Loyalty program rewarding customers with points for purchases that can be redeemed for cash value, with a starting bonus of 500 points (worth €5). Targeted at German retail customers to drive repeat purchases.
Quantifiable outcome
- Quality guarantee: full refund if wine doesn't satisfy
- +2 more outcomes
Companies that use Weinfreunde
Customer profileSegments3 records
Ideal customer profiles3 records
Weinfreunde technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Weinfreunde partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- REWE GroupcoreREWE Wein online GmbH is a wholly-owned subsidiary of the REWE Group, one of Germany's largest retail cooperatives. This parent company relationship provides brand credibility, operational infrastructure, and access to physical retail distribution through REWE supermarkets nationwide.
- REWE SupermarktcoreWeinfreunde products are sold in REWE retail stores across Germany. Selected wines carry 'Weine im REWE-Markt' sticker for identification. This omnichannel partnership allows customers to purchase wines either online or in physical stores, with consistent product selection and branding.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Weinfreunde competitors and assessment
Company assessmentDirect peers
- Wine in Black: Berlin-based German wine subscription and DTC retailer focused on curated, sommelier-selected wines delivered to German consumers — overlapping target market and DTC mechanics with Weinfreunde plus.
- Vinexus: German wine merchant focused on curated, premium-leaning assortments with online DTC and B2B channels, comparable to Weinfreunde in producer breadth and German consumer targeting.
- Jacques' Wein-Depot: German wine retail depot chain (part of the Hawesko Group) offering curated wine assortments across physical depots with online ordering — directly comparable to Weinfreunde's REWE-supermarket physical presence.
- Mövenpick Wein: Established German wine merchant combining physical stores with a strong online DTC catalog of international and premium wines, closely mirroring Weinfreunde's omnichannel curation-led model.
- Ludwig von Kapff: Long-standing German wine merchant with a deep online catalog of German and international wines, serving the same German wine-enthusiast and gift-buyer segments as Weinfreunde.
- Pinard de Picard: Hamburg-based German online wine retailer specializing in curated French and international fine wines — directly comparable to Weinfreunde's premium and critic-rated positioning.
- Hawesko: Germany's leading online wine retailer, offering a comparable multi-producer wine catalog, online DTC, and a network of Jacques' Wein-Depot physical outlets — the most direct competitor to Weinfreunde across premium and everyday wines.
Broad incumbents
- Flaschenpost: Germany's leading beverage delivery service covering beer, wine, soft drinks, and water; a broader-portfolio incumbent that overlaps with Weinfreunde on online wine delivery and last-mile logistics in German cities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Weinfreunde social profiles
Digital presenceWeinfreunde compliance and trust
Trust signalCompliance1 record
Weinfreunde financial estimates
Financial estimateRevenue estimate
Valuation estimate
Weinfreunde leadership team
Management profileNumber of profiles
Profiles1 record
Weinfreunde funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Weinfreunde 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 Weinfreunde
What does Weinfreunde do?
Weinfreunde operates an online wine shop offering wines, spirits, champagne, and wine accessories from approximately 500+ producers worldwide, sold direct-to-consumer via weinfreunde.de and through REWE supermarket stores across Germany. The platform organizes wines by type (red, white, rosé, sparkling, alcohol-free), country, grape variety, and region, and includes curated selections such as VDP wines, award-winning wines, and premium Bordeaux. Adjacent offerings include a loyalty program (Weinfreunde plus), wine packages, a wine magazine, and a podcast.
Is Weinfreunde a public or private company?
Weinfreunde is a private company. It is classified as corporate owned and is currently operating.
When was Weinfreunde founded?
Weinfreunde was founded in 2014. It employs 11 to 50 people.
Where is Weinfreunde based?
Weinfreunde is headquartered in Köln, Germany, in the Europe region.
How does Weinfreunde make money?
One revenue line is on record: wine and Spirit Sales.
Who are Weinfreunde's main competitors?
Direct peers on record are Wine in Black, Vinexus, Jacques' Wein-Depot, Mövenpick Wein, Ludwig von Kapff, Pinard de Picard and Hawesko. Flaschenpost is listed as a broad incumbent.
Does Weinfreunde have an API?
No public API is recorded for Weinfreunde.
What industry is Weinfreunde in?
Weinfreunde's product category is Online Wine Retail. Its primary akta.pro industry code is CRANABAB, Wine Retail (Bottle Shops & Wine Merchants), with a secondary code of CRANAAAJ, Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits). Its NAICS code is 445320.