Pieroth

What Pieroth does

Pieroth Deutschland GmbH is a privately held German direct-to-consumer wine retailer headquartered in Burg Layen, Germany. The company sells wines, spirits, and non-alcoholic beverages sourced from more than ten countries (Germany, Italy, France, Spain, Portugal, South Africa, Argentina, Australia, New Zealand, Romania, Hungary) through a 91-SKU online catalog with a 12-bottle minimum order and unit prices ranging from approximately €9.60 to €39.90 per 0.75L bottle. Its technology footprint is a standard Shopify-based e-commerce storefront with no proprietary platform, public APIs, or disclosed AI/ML capabilities.

The company's go-to-market blends digital and offline distribution: a personal wine advisor (Weinberater) network provides tailored consultation; four airport retail locations in Stuttgart, Hamburg, Leipzig, and Hannover drive impulse and gifting purchases; and the company maintains a presence at over 300 trade shows and events annually across Germany. Revenue streams include one-time wine sales, fee-based experiential wine tasting services (Online-Weinprobe, Premium Online-Weinprobe, Weinprobe Zuhause, Weinprofil Tasting), and a €19/year Pieroth Platin membership that does not auto-renew. The primary customer segment is adult German wine enthusiasts seeking curated wines with personalized advice; a secondary non-primary segment comprises event and corporate customers. The company also operates a Weinkulturreisen sub-brand offering wine-culture travel. Pieroth holds Gilbert & Gaillard medal recognition for wines in its portfolio and is a member of the Wine in Moderation industry initiative.

Ownership is private with no disclosed parent, investor, or subsidiary structure, and no funding rounds, headcount, or revenue figures are publicly available. The company operates as Pieroth Deutschland GmbH (German limited liability form) and is actively operational with no indication of M&A, restructuring, or leadership change in the provided source material.

Name

Pieroth

Legal name

Pieroth Deutschland GmbH

Website

https://www.pieroth.de/

Company type

Private

Founded year

1675

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Pieroth Deutschland GmbH is a privately held German direct-to-consumer wine retailer selling multi-country wines, spirits, and non-alcoholic beverages via e-commerce, a personal Weinberater advisory network, four airport stores, and 300+ annual German trade shows and events.

Ownership category

akta.pro rank

Headquarters

HQ city

Rümmelsheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wine and Spirit Sales: Core revenue from direct sales of wines, spirits, and non-alcoholic products through e-commerce platform and wine advisors. Minimum order quantity of 12 bottles per order.
2. Wine Tasting Events: Revenue from organizing and conducting wine tasting experiences including at-home tastings, online wine tastings, premium online tastings, and wine profile tastings.
3. Pieroth Platin Membership: Annual membership program priced at €19/year offering benefits such as free additions with each order and exclusive offers. Does not auto-renew.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Pieroth is a German direct-to-consumer wine retailer that sells a curated international assortment of wines, spirits, and non-alcoholic beverages to private customers through its e-commerce store, personal wine advisors, and airport retail locations. Its core offering layers recurring customer engagement — in-person and online wine tastings, gift subscriptions, and the Pieroth Platin membership — on top of product sales from producers across more than 10 countries.

Product overview

Pieroth is a German direct-to-consumer wine company operating primarily through a personal advisor (Weinberater) model supplemented by an e-commerce platform. The core offering includes wines across multiple categories (red, white, rosé, sparkling, spirits, non-alcoholic) sourced from over 10 countries, sold alongside experiential wine tasting services. Services include Online-Weinprobe (virtual video-call tastings for up to 6 participants with pre-shipped wine packages), Premium Online-Weinprobe (enhanced virtual experience), Weinprobe Zuhause (in-person home tastings with a Weincoach for up to 10 participants over 90 minutes), Weinprofil Tasting (personalized wine profiling), and participation in over 300 annual trade shows and events. The Pieroth Platin membership (€19/year) provides complimentary additions and exclusive offers. The company also offers wine culture travel experiences. Products are primarily sold through personal wine advisors and a Shopify-based e-commerce storefront.

Differentiator

Problem solved

Functional benefit

Brands

• Pieroth Platin: A membership program offering benefits such as free additions with every order and special offers for €19 per year.

Products and services

• Weine (Rotwein, Weißwein, Rosé, Schaumwein) Curated assortment of red, white, rosé, and sparkling wines from international producers, sold bottle-by-bottle or by case to private German consumers through the pieroth.de storefront, personal wine advisors, and airport retail locations.
• Spirituosen Range of branded spirits available in the Pieroth Wein-Shop for private consumer purchase, complementing the wine assortment.
• Alkoholfreie Getränke Non-alcoholic beverage assortment sold to private consumers as a complement to and substitute for alcoholic wines and spirits.
• Geschenke & Präsente Pre-packaged wine gifts, präsent packages, and gift assortments intended for personal gifting and corporate or event gifting, sold through the Pieroth webshop.
• Online-Weinprobe Virtual wine tasting experience conducted online via video with a Pieroth Weincoach, accessible to private consumers from home.
• Premium Online-Weinprobe Premium virtual wine tasting experience conducted online with a Pieroth Weincoach, positioned as a higher-tier, more elevated experience than the standard Online-Weinprobe.
• Weinprobe Zuhause In-person wine tasting experience hosted at the customer's home, delivered through Pieroth's wine advisor network.
• Weinprofil (Tasting) Guided in-person tasting that generates a personal wine-taste profile for the customer, used to personalize future wine recommendations.
• Pieroth Platin Mitgliedschaft Annual membership program priced at €19 per year that delivers membership benefits and recurring engagement to private wine customers of Pieroth.
• Weinkulturreisen Multi-day wine culture travel experiences for wine customers, offered as a separate cultural/experiential product alongside tastings and wine purchases.
• Pieroth Messen & Events (Messe-Aktion, Firmen-Veranstaltungen, Vereins- und Clubveranstaltungen, private Feiern) Event and trade show service for corporate and group buyers, covering trade show activations, corporate events, club/association events, and private celebrations, often combined with wine selection and tasting experiences.

Segments2 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Wine in ModerationminorOthersPieroth is a member of Wine in Moderation, a wine sector initiative promoting responsible wine consumption and sustainable practices.

Scale indicators3 records

Recent moves1 record

Expansion highlights3 records

Emerging players

• Vivino: Vivino is a global wine marketplace app combining community reviews with marketplace purchase and DTC delivery. It is comparable to Pieroth on DTC wine buying and personalization, but competes primarily through mobile-first community and data rather than personal advisors.

Broad incumbents

• Naked Wines: Naked Wines is a global online wine subscription retailer with curated multi-region portfolios and membership mechanics. It is comparable to Pieroth's DTC + Pieroth Platin membership model, though it operates at much larger scale and across multiple geographies.

Direct peers

• WirWinzer: WirWinzer is a German DTC wine marketplace aggregating hundreds of wineries for direct consumer purchase. It overlaps with Pieroth on curated multi-region German and European wine selection sold online to enthusiast consumers.
• Vicampo: Vicampo is a leading German online wine marketplace connecting consumers directly with wineries. It competes with Pieroth for German DTC wine buyers, particularly on breadth of selection, single-bottle ordering flexibility, and digital convenience.
• Jacques' Wein-Depot: Jacques' Wein-Depot operates a depot-and-wine-consultant retail model in Germany that is highly analogous to Pieroth's Weinberater approach. Both sell curated multi-country wines through personal advisors and tasting events, directly targeting German wine enthusiasts.
• Hawesko Holding: Hawesko is Germany's largest mail-order wine retailer (parent of brands like Hawesko, Jacques' Wein-Depot, Wein & Co, and Vinos). It competes directly with Pieroth across DTC wine, depot/advisor models, and tasting experiences in the German-speaking market.

Regional players

• Wein & Co: Wein & Co is an Austrian wine retail chain owned by Hawesko that combines physical stores with curated multi-country wines and in-store tasting bars. It is comparable to Pieroth on curated wine retail plus experiential tasting, but serves Austria rather than Germany.
• Berry Bros. & Rudd: Berry Bros. & Rudd is a long-established UK fine wine merchant with a personal advisor/consultant model and curated multi-region portfolio. Comparable to Pieroth in using trusted advisor relationships to sell premium wines and tasting experiences, though focused on the UK.
• La Vieille Ferme / Millesima: Millesima is a major French fine wine mail-order retailer with curated multi-region portfolios and personal service. It mirrors Pieroth's DTC wine retail and tasting-adjacent experiences, but operates primarily in France and Europe outside Germany.

Others

• Rewe / Edeka Weinabteilung: Rewe and Edeka are Germany's largest grocery retail groups and dominate off-premise wine sales in Germany. They are adjacent competitors to Pieroth for the same German wine-buying household but operate through high-volume supermarket distribution rather than curated advisor-led retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pierothdeutschland

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 Pieroth