Mauro Group

What Mauro Group does

Mauro Group, founded in 1871 and headquartered in Pégomas, France, is the oldest independent beverage distributor in France, currently led by the fifth generation of the Mauro family. The company distributes wines, beers, spirits, non-alcoholic beverages, and coffee to cafés, hotels, and restaurants (CHR professionals), event organizers, and take-away points of sale, exclusively across the Alpes-Maritimes, Monaco, and Var regions. The firm is structured as a SAS with no external investors and operates under current managing principals Nathalie and Jean-Michel, with Pierre-Charles and Eric now retired and the sixth generation (Julie and Manon) joining in 2023.

The product portfolio spans six categories — over 700 wine references, 250+ beer references, 700+ spirits references, plus non-alcoholic beverages, hot beverages/coffee, and an organic "Gamme Bio" range — complemented by two proprietary craft beer brands, La Sentinelle (launched April 2025) and Sentinelle Blanche (launched June 2025), produced from biological and predominantly local raw materials sourced in Var and Alpes-Maritimes. Beyond distribution, Mauro delivers integrated technical services through a 15-person in-house team installing, maintaining and repairing beer draft systems, coffee machines, ice machines, glass washers and refrigeration, with 24-hour emergency response. The company also operates a dedicated event-services arm covering festivals (Zamna, Madame Loyal, Les Plages Electroniques Cannes, Le Bal des Fous, Nuits Carrées d'Antibes), sports venues (OGC Nice, Stade Allianz Riviera with 18 bars and 7 VIP lounges, Sharks d'Antibes, Isola 2000), and luxury hospitality accounts.

The revenue model combines beverage distribution to CHR professionals with technical-services revenue from equipment installation and maintenance. Pricing is quote-based with personalized tariffs per client and is not publicly disclosed. The company sells through a field sales organization (35 commercial staff visiting 2,300 clients weekly) and a B2B e-commerce platform (Espace Pro) accessible via web and the App Espace Pro mobile application launched in February 2025. Operations run across four regional sites — Pégomas HQ, Carros depot, Puget-sur-Argens depot, and Antibes technical service — supported by 54 logistics professionals (including 40 drivers) and 15,000 m² of warehouse capacity with climate-controlled wine storage, employing 120 staff in total. Mauro also holds signatory status on the Charte Relations Fournisseurs & Achats Responsables and operates GDPR-compliant data practices, but discloses no AI/ML, external funding, or third-party platform integrations.

Name

Mauro Group

Legal name

GROUPE MAURO

Website

https://mauro-boissons.com

Company type

Private

Founded year

1871

Operating status

Operating

Headcount range

11–50 employees

Short description

Mauro Group, founded in 1871 in Pégomas, France, is France's oldest independent beverage distributor. The family-owned firm distributes wines, beers, spirits, non-alcoholic beverages, and coffee to approximately 2,300 CHR and event professionals across the French Riviera.

Ownership category

akta.pro rank

Product category

Wholesale Beverage Distribution

NAICS

Beverage Manufacturing (3121)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180), Beverages (2080)

akta.pro primary industry

Beverage & Alcohol Distribution Centers (TLALAEAK)

akta.pro secondary industry

Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)

Keywords

• Beverage distribution
• Wine distribution
• Beer distribution
• Bar equipment services
• Hospitality beverage supply

Headquarters

HQ city

Pégomas

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Beverage Distribution: Wholesale distribution of alcoholic and non-alcoholic beverages to CHR professionals (cafes, hotels, restaurants), event professionals and take-away shops in the French Riviera region
2. Technical Services: Installation, maintenance and repair services for bar and restaurant equipment including beer draft systems, coffee machines, ice machines and cooling systems

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Mauro Group is a wholesale B2B beverage distributor founded in 1871 that supplies wines, beers, spirits, non-alcoholic beverages, coffees and organic drinks to cafés, hotels, restaurants (CHR), event professionals and luxury hospitality establishments across the French Riviera (Alpes-Maritimes, Monaco, Var). Its offering combines product distribution with integrated technical installation/maintenance services for bar and coffee equipment, dedicated event logistics, and digital ordering via an e-commerce portal and a professional mobile app.

Product overview

Mauro Group is a traditional beverage distribution company serving CHR professionals (cafés, hôtels, restaurants) and event clients in the Alpes-Maritimes, Monaco, and Var regions since 1871. The company operates as a single unified offering combining product distribution with integrated services. The core product portfolio consists of six beverage categories: Vins (700+ wine references), Bières (250+ beer references), Spiritueux (700+ spirits references), Sans-Alcool (non-alcoholic beverages), Cafés (hot beverages), and Gamme Bio (organic products). These are complemented by two proprietary craft beer brands—La Sentinelle and La Sentinelle Blanche—produced in collaboration with local Alpes-Maritimes and Var producers. Service modules include a B2B e-commerce platform (Espace Pro) accessible via web and mobile app, technical installation and maintenance services for bar/restaurant equipment, delivery logistics with 54 professionals, and dedicated event services for festivals and sports venues.

Differentiator

Problem solved

Functional benefit

Brands

• La Sentinelle: Artisanal beer created by the company, made from biological and predominantly local raw materials. Barley is cultivated in the Var region, while the hop farm, maltery, and brewery are located in Alpes-Maritimes.
• Sentinelle Blanche

Products and services

• Vins (Wines) Wine distribution with 700+ references spanning French and international wine regions, stored in climate-controlled warehouses and tailored for cafés, hotels, restaurants and event clients.
• Bières (Beers) Beer distribution offering 250+ references in kegs, bottles and cans across French, German, Belgian, Dutch and Danish brands, covering draft systems, bottled beers and craft options for CHR clients.
• Spiritueux (Spirits) Spirits distribution spanning whiskies, rums, tequilas, gins, vodkas, cognacs, armagnacs and chartreuses, with 700+ references from standard to premium brands for CHR and luxury hospitality customers.
• Sans-Alcool (Non-Alcoholic Beverages) Distribution of mineral waters, sodas, syrups and fruit juices with extensive formats and flavors, featuring a privileged partnership with a leading syrup brand for CHR and take-away customers.
• Cafés (Coffees and Hot Beverages) Coffee distribution with French and Italian varieties across multiple aroma profiles, bundled with technical support for coffee machine maintenance and calibration to ensure consistent flavor quality.
• Gamme Bio (Organic Product Range) Organic beverage range including beers, coffees, fruit juices, sodas and wines selected for quality and sourced for various consumption occasions.
• La Sentinelle (Own-Brand Craft Beer) Mauro Group's proprietary artisanal craft beer brand produced with biological and predominantly local raw materials; barley from Var, hop farm, malt house and brewery in Alpes-Maritimes, distributed exclusively by Mauro Group.
• La Sentinelle Blanche (Mediterranean White Craft Beer) White Mediterranean craft beer variant of La Sentinelle, brewed with light malts and citrus zest, with veiled appearance, light foam and spice notes, packaged in 33cl bottles and designed for terrace and seaside consumption.
• Espace Pro / Espace Client (B2B E-commerce Platform) Professional B2B e-commerce portal with 1,800+ product references, offering 24/7 ordering, personalized pricing, order history, invoice access, promotional alerts and new-product discovery for CHR clients.
• App Espace Pro (Mobile Application) Mobile application for professional clients to access their Mauro Group accounts, browse products and manage orders on-the-go.
• Technical Installation & Maintenance Services for Bar/Coffee Equipment Integrated technical service providing installation, maintenance, repair and periodic servicing of draft beer systems, coffee machines, ice machines, glass washers and refrigeration units, with 24-hour emergency response across Alpes-Maritimes and Var.
• Event Beverage Logistics Services Dedicated event-services team providing beverage supply, logistics and on-site support for festivals, concerts and sporting venues including OGC Nice, Stade Allianz Riviera, Sharks d'Antibes, Les Plages Electroniques Cannes and Nuits Carrées d'Antibes.

Quantifiable outcome

• 2,300 clients served weekly by commercial team
• +3 more outcomes

Named customers10 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

Feature3 records

Partnerships

16 partnerships are on record, tiered major, core and minor.

• Zamna Festival Côte d'AzurmajorStrategic or Co-development Partner · 1 August 2025Major festival partnership at Fréjus. Deployed 32 x 1000L tanks for beverage supply. Co-organized with Madame Loyal festival for large-scale event logistics.
• DistriboissoncoreChannel Partner/ Reseller/ Distributor · 1 January 2023Purchasing group for leveraging buying power with major beverage brands while maintaining independence for local supplier relationships and product selection.
• OGC NicecoreStrategic or Co-development Partner · 1 January 2023Long-standing football club partnership. Beverage supply and sponsorship for one of the leading clubs in the French Riviera region.
• Stade Allianz RivieracoreStrategic or Co-development Partner · 1 January 2018Beverage supply partnership managing 18 bars and 7 VIP lounges at the modern stadium in Nice. Covers football, rugby and exceptional events.
• Sharks d'AntibesminorStrategic or Co-development PartnerBasketball club sponsorship and beverage supply. Club plays at Azur Arena in Antibes.
• Les Plages Electroniques CannesmajorStrategic or Co-development PartnerAnnual electronic music festival on Cannes beaches. Long-standing partnership with growing ambitious programming.
• Le Bal des Fous CannesminorStrategic or Co-development PartnerFestival partnership featuring eccentric outfits, electric atmosphere and unforgettable moments.
• Isola 2000minorStrategic or Co-development PartnerMountain resort partnership providing beverage supply to this key destination in the Southern Alps.
• Nuits Carrées d'AntibesminorStrategic or Co-development PartnerMusic festival at Fort Carré featuring diverse musical genres from Rap to Rock and Hip Hop.
• Association Enfant Star et MatchminorStrategic or Co-development PartnerCharitable partnership supporting sick children through musical and sporting events.
• Les Balles BlanchesminorStrategic or Co-development PartnerGolf charity tournaments to improve conditions for hospitalized children.
• Ladies' CircleminorStrategic or Co-development PartnerCannes-based association organizing events to raise funds for children with serious illnesses.
• AS Cannes FootballminorStrategic or Co-development PartnerFootball club sponsorship in National 3 and Départemental 1 groups with youth training programs.
• US Cagnes HandballminorStrategic or Co-development PartnerHandball club sponsorship in Cagnes-sur-Mer.
• Volley Club de CannesminorStrategic or Co-development PartnerWomen's volleyball team sponsorship from Cannet.
• Club FootGolf de NiceminorStrategic or Co-development PartnerFootGolf club sponsorship combining football and golf.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• C10: Major French beverage distributor serving CHR professionals with a multi-category portfolio of wines, beers, spirits and soft drinks. Directly comparable business model - B2B wholesale with field sales and digital ordering - although at significantly larger national scale.
• Elidis Boissons Service: French beverage distributor that acquired Kronenbourg's distribution warehouses in 2008, including assets historically tied to Mauro. Operates the same B2B CHR distribution model and competes directly in overlapping regional markets.
• France Boissons: Heineken-owned national B2B beverage distributor serving cafes, hotels, restaurants and event professionals across France. Closest direct competitor to Mauro's CHR-focused distribution model, with much greater national scale and purchasing power.

Broad incumbents

• Pernod Ricard: Global French spirits major with its own distribution infrastructure serving on-trade and off-trade channels. Overlaps with Mauro's spirits distribution and is a key supplier-cum-competitor for CHR spirits accounts.
• Brake France (Sysco): French foodservice distribution subsidiary of Sysco serving restaurants and hotels with broad product portfolios including beverages. Overlaps Mauro on the HoReCa customer base but operates at much larger scale and with a wider food/non-food mix.
• METRO France: B2B cash-and-carry and foodservice distributor serving HoReCa professionals across France. Overlaps with Mauro on beverages but offers a much broader assortment and a self-serve cash & carry format.
• Castel Group: Major French wine and beverages group with significant production and distribution capabilities in France and internationally. Competes with Mauro in wine and spirits distribution, particularly for premium and mid-market CHR accounts.
• HEINEKEN Entreprise France: French sales and distribution arm of Heineken, distributing its brewery portfolio plus complementary beverages to CHR accounts. Competes with Mauro in beer distribution at the French Riviera with much larger parent-company backing.

Others

• Distriboisson: Purchasing and services group for independent French beverage distributors; Mauro is a member. Enables independents to pool buying power against national players, making it an ecosystem enabler rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/groupe-mauro/posts/?feedView=all
• Instagraminstagram.com/groupe_mauro

Compliance2 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 Mauro Group