Wijnhuis Bollaert

What Wijnhuis Bollaert does

Wijnhuis Bollaert is a Belgian family-owned wine and spirits merchant founded in 1935 and currently in its fourth generation of ownership. The company is headquartered and operates an experience store (belevingsstore) in Merelbeke, Belgium, featuring a tasting corner, the Chambre d'Or climate-controlled wine room, and in-house sommelier guidance. It also runs a full e-commerce storefront at wijnhuisbollaert.be and a field sales team of 10+ representatives covering Horeca, retail, wholesale, corporate, nightlife, and events accounts across Belgium. Its catalogue exceeds 6,000 wines, spirits, and beverages spanning white, rosé, and red wines, sparkling (Champagne, Cava, Prosecco), fortified wines, premium spirits, alcohol-free alternatives, and gifting/accessories. Proprietary and house brands include LUXX Gin, Spirited Union Rum, Cava Mas Geroni, Prosecco Le Contesse, Eviva Sangria, house champagnes (Jean Dumangin and Adrien Detrez), Crossip non-alcoholic spirits, and Knut Hansen Gin. The company wholly owns Distillery De Stoop, a Belgian distillery producing jenever, gin, vodka, rum, brandy, advocaat, and liqueurs that supplies both own-brand SKUs and third-party distribution.

Revenue is generated through unit-priced one-time sales via the physical store, e-commerce, and B2B field sales, supplemented by tasting fees, masterclass registration, and corporate event services. Pricing spans approximately €10-50 for standard wines, €50-250 for premium wines, and €250-999.90 for exclusive and investment-grade bottles, with spirits averaging €30-55 per bottle; there is no disclosed subscription or membership model. The legal entity is Wijnhuis Bollaert BV (enterprise number BE 0435.685.002), a privately held Belgian private limited company with no parent company, no external investors, no funding rounds, and no disclosed revenue. The company pursues brand-building through editorial content, social media, TV partnerships (MENT TV, AVS BBQ Masters), and lifestyle event collaborations (Epic Tours Belgium, Five Nations Golf Club).

Name

Wijnhuis Bollaert

Legal name

Wijnhuis Bollaert BV

Website

https://wijnhuisbollaert.be

Company type

Private

Founded year

1935

Operating status

Operating

Headcount range

11–50 employees

Short description

Wijnhuis Bollaert is a Belgian family-owned wine and spirits merchant founded in 1935, operating a Merelbeke experience store, e-commerce platform, and field sales team serving Horeca, wholesale, corporate, and consumer segments across Belgium with 6,000+ SKUs and proprietary brands.

Ownership category

akta.pro rank

Product category

Wine & Spirits Retail

NAICS

Distilleries (31214), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Liquor Retailers (445320)

SIC

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

akta.pro primary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

akta.pro secondary industries

Spirits Distilling & Brands (CRADAIAC), Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Distilleries (Tasting Rooms) (THAFALAG), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Wine retail
• Spirits distribution
• Own brand spirits
• Wine tastings events
• Horeca beverage supply

Headquarters

HQ city

Merelbeke

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Wine & Spirits Sales: Core revenue from retail sales of over 6,000 wines, spirits, and beverages through physical store and e-commerce. Product categories include white wine, rosé, red wine, sparkling (Champagne, Cava, Prosecco), fortified wines, spirits (rhum, whisky, tequila), alcohol-free options, accessories, and gift packages.
2. Own Brand Products: Revenue from proprietary/collaborative branded products including Distillery De Stoop spirits (jenever, gin, vodka, rum, brandy, advocaat, liqueurs), LUXX Gin (Belgian premium gin in classic, fruity, and spicy variants), Spirited Union Rum (flavored rums and XO range), Cava Mas Geroni, Prosecco Le Contesse, and house champagnes (Jean Dumangin, Adrien Detrez).
3. Tastings & Events: Revenue from organized masterclasses, wine courses, exclusive tastings, and corporate events held at the experience store. Registration required with limited places.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Wijnhuis Bollaert is a Belgian family-owned wine and spirits merchant that sells a curated assortment of over 6,000 wines, spirits, and beverages through a physical experience store in Merelbeke, a national e-commerce site, and a B2B field sales team serving Horeca, retail wholesale, nightlife, events, and corporate customers in Belgium. The offering combines multi-brand third-party wines and spirits with a portfolio of own-brand and distributed brands (LUXX Gin, Distillery De Stoop spirits, Spirited Union Rum, Cava Mas Geroni, Prosecco Le Contesse, Jean Dumangin and Adrien Detrez champagnes, Crossip non-alcoholic spirits, Knut Hansen Gin, Eviva Sangria) and is supported by in-house sommelier guidance, a climatized Chambre d'Or wine room, and tasting/masterclass programming.

Product overview

Wijnhuis Bollaert is a family-owned Belgian wine and spirits retailer operating since 1935, offering a curated selection of over 6,000 wines, spirits, and beverages. The company operates a physical belevingsstore (experience store) in Merelbeke alongside its e-commerce platform. The product portfolio centers on an own-brand program featuring nine branded lines: LUXX Gin (Belgian premium gin with three variants), Spirited Union Rum (flavored and XO varieties), Cava Mas Geroni (Spanish sparkling wine), Prosecco Le Contesse (Italian sparkling wine), Distillery De Stoop (jenever, advocaat, and spirits), Huischampagnes (Jean Dumangin and Adrien Detrez champagnes), plus Crossip non-alcoholic spirits, Knut Hansen Gin, and Eviva sangria. The core offering also spans curated wines (white, rosé, red, sparkling, fortified), spirits (rum, whisky, tequila, mezcal), an alcohol-free range, and gifting/accessories, complemented by tasting events and masterclasses.

Differentiator

Problem solved

Functional benefit

Brands

• Distillery De Stoop: Owned distillery producing a range of spirits including gin, jenever, whisky, brandy, cognac, vodka, rum, amaretto, advocaat, and liqueurs. Products include Graanjenever, Jenever Neerhof, Vanilla jenever, Lemon jenever, Appeljenever, Krieken op jenever, Advocaat, Merelbeekse Koffie, Amaretto, Brandy, Cognac, Domaine de Vinouse, Whisky, Gin Boston, Vodka Alaska, Triple Sec, White Rum, and pure alcohol.
• Cava Mas Geroni
• Prosecco Le Contesse
• Huischampagnes (Jean Dumangin & Adrien Detrez)
• LUXX Gin
• Spirited Union Rum
• Crossip
• Knut Hansen Gin

Products and services

• Curated wine assortment (white, rosé, red, sparkling, fortified) A selection of more than 6,000 wines across white, rosé, red, sparkling (Champagne, Cava, Prosecco, other), and fortified categories (Sangria, Vermouth, Sherry, Porto, Madeira, Pineau, Marsala, Banyuls), including exclusive and rare bottles priced up to investment-grade levels. Sold to individual consumers and B2B customers via the Merelbeke store, e-commerce, and field sales.
• Spirits range (rum, whisky, tequila & mezcal, exclusives & limited editions) Full spirits assortment including rhum, whisky, tequila & mezcal, plus exclusive and limited edition offerings and a dedicated Clase Azul range, sold to consumers and Horeca/wholesale accounts.
• Alcohol-free range Non-alcoholic beverages including alcohol-free wine, aperitifs, premium alcohol-free options, non-alcoholic spirits (incl. Crossip), mocktails, sparkling tea, and alcohol-free gifts, with a dedicated Horeca alcohol-free sub-line.
• Gifting & accessories Gift packages, wine crates, wine glasses, and accessories offered to consumers and corporate clients for gifting and complete wine experience.
• Distillery De Stoop spirits (in-house distillery) Wholly-owned distillery producing small-batch in-house spirits including jenever (5-year, 30%), gin, vodka, rum, brandy, cognac, whisky, advocaat, amaretto, triple sec, and liqueurs, distilled in Belgium.
• LUXX Gin Handcrafted Belgian premium gin distilled in small batches at De Stoop distillery with approximately 20 botanicals, available in Classic (Black), Fruity (Yellow), and Spicy (Red) variants.
• Spirited Union Rum Botanical rum offering flavored variants (coconut, honey, lemon & leaf, pineapple, pink grapefruit, spice & sea salt), a premium XO range with various cask series, and RTD cans; brand commits 1% of revenue to environmental and social causes.
• Cava Mas Geroni Spanish Cava from the Penedès region, offered in Brut, Brut Nature, and Brut Rosé varieties; awarded gold at MUNDUS VINI 2025.
• Prosecco Le Contesse Italian Prosecco from Veneto, founded 1976 by Loris Bonotto, offering Extra Dry, Brut, Brut Nature, BIO, and Rosé variants.
• Huischampagnes (Jean Dumangin & Adrien Detrez) House champagne portfolio comprising Jean Dumangin (1er Cru Brut, Blanc de Blancs, Rosé, Millesime) and Adrien Detrez (family-owned Champagne house since 1859, Grand Cru Brut).
• Crossip non-alcoholic spirits Non-alcoholic cocktail ingredient spirits for mocktails, distributed as part of the own-brand portfolio.
• Knut Hansen Gin German premium gin brand distributed as part of Wijnhuis Bollaert's spirits portfolio.
• Eviva Sangria Sangria brand offered as part of Wijnhuis Bollaert's own product line.
• Tastings & events (masterclasses, wine courses, corporate events) Organized masterclasses, wine courses, exclusive tastings, and corporate events hosted at the Merelbeke experience store, with registration required and limited places.
• B2B account-managed wine & spirits supply (Horeca, retail, wholesale, corporate, nightlife & events) Dedicated field sales representatives and sommeliers provide account-managed wine, spirits, and beverage supply to Belgian Horeca, retail outlets, wholesalers, nightlife and events operators, and corporate clients.

Named customers5 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

Partnerships

13 partnerships are on record, tiered minor and core.

• Epic Tours BelgiumminorGTM or Marketing Partner · 10 September 2023Wijnhuis Bollaert partnered with Epic Tours Belgium for the 'A Culinary Drive' event on September 10, 2023. Products were featured at the event, and the Merelbeke location served as the culinary lunch venue. Event involved a scenic drive with culinary stops.
• Five Nations Golf ClubminorGTM or Marketing Partner · 9 September 2023Wijnhuis Bollaert served as proud partner for the 30th anniversary celebration of Five Nations Golf Club in Durbuy on September 9, 2023. Contributed prizes for the tournament as part of the partnership.
• AVS Television - BBQ MastersminorGTM or Marketing Partner · 22 August 2023Brand ambassador Alain appeared weekly on AVS Television's BBQ Masters program during Zomergroeten, presenting wine pairings for the featured recipes. Video content shared on AVS platforms.
• MENT TV - Herbert ZomertminorGTM or Marketing Partner · 28 July 2023Wijnhuis Bollaert was a partner of MENT TV's Herbert Zomert program, enabling product exposure to Flemish audiences through television appearances and recipe pairings.
• Crossip: Non-Alcoholic SpiritscoreOthersExclusive distribution of Crossip non-alcoholic spirits as part of Wijnhuis Bollaert's own brand portfolio. Non-alcoholic cocktail ingredients for mocktails.
• Knut Hansen GincoreOthersDistributed premium gin brand as part of Wijnhuis Bollaert's spirits portfolio. German gin brand known for quality botanicals.
• Spirited Union RumcoreOthersFeatured rum brand offering botanical rums with sustainability focus. Products include flavored rums (coconut, pineapple, pink grapefruit, etc.) and XO premium range. Brand donates 1% of revenue to environmental causes.
• Distillery De StoopcoreOEM/ Whitelabel/ Licensing PartnerProprietary distillery producing in-house spirits including jenever (5-year, 30%), gin, vodka, rum, brandy, advocaat, liqueurs, and more. Products distilled in small batches with traditional craftsmanship. Located in Belgium.
• LUXX GincoreOEM/ Whitelabel/ Licensing PartnerPremium Belgian gin brand created in collaboration with sommeliers and cocktail experts. Handcrafted with approximately 20 botanicals. Available in Classic (Black), Fruity (Yellow), and Spicy (Red) variants. Distilled in small batches at De Stoop distillery.
• Cava Mas GeronicoreOthersSpanish Cava brand from Penedès region. Awarded gold at MUNDUS VINI 2025. Products include Brut, Brut Nature, and Brut Rosé varieties. Made using traditional method with fine bubbles and refined taste.
• Prosecco Le ContessecoreOthersItalian winery from Veneto region, founded 1976 by Loris Bonotto. Family-owned estate producing refined Proseccos from Treviso and Conegliano-Valdobbiadene hills. Products include Extra Dry, Brut, Brut Nature, BIO, and Rosé.
• Champagne Jean DumangincoreOthersRenowned Champagne house from French Champagne region. Known for elegance, finesse, and rich complexity using mainly Chardonnay and Pinot Noir grapes. Products include 1er Cru Brut, Blanc de Blancs, Rosé, and Millesime.
• Champagne Adrien DetrezcoreOthersFamily-owned Champagne house since 1859, located in the heart of Champagne region. Known for craftsmanship, tradition, and passion for high-quality champagne. Products include Grand Cru Brut in various sizes.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vinopres: Belgian wine merchant serving Horeca and retail channels. Directly comparable as a Belgian wine specialist with B2B and B2C distribution and field sales across Belgium.
• Bottles & Bottles: Belgian wine and spirits retail concept with both physical stores and e-commerce. Closely comparable assortment breadth and multi-channel retail/wholesale model.
• Berry Bros. & Rudd: Long-established British fine wine and spirits merchant with multi-generational heritage, own-label wines, and expert-led B2B/B2C model. Highly comparable in assortment depth and expertise-driven positioning.
• Majestic Wine: UK multi-channel wine specialist with retail stores, e-commerce, and B2B trade customers. Comparable in operating a specialist wine retail business across consumer and trade channels.
• Wijnimport J. Bart: Belgian wine importer and wholesaler with multi-channel reach into restaurants, retail, and consumers. Operates in the same Belgian wine merchant category with comparable B2B/B2C sales motion.
• Wijnhandel De Smedt: Belgian wine merchant offering wines and spirits to retail and Horeca customers. Operates in the same regional market with similar wholesale distribution profile.

Emerging players

• Vivino: Global wine marketplace and community app with e-commerce capabilities. Competes for the same end-consumer wine buyer but through a digital-first, technology-led model.

Others

• Hatch Mansfield (Nicolas Feuillatte / Champagne partner network): UK-based wine and champagne distributor serving both on-trade and retail. Comparable as a distribution channel partner for the same champagne and premium wine categories Wijnhuis Bollaert sells.

Regional players

• Distillery De Moor: Belgian artisan distillery producing jenever, gin, and liqueurs in small batches. Comparable to De Stoop in scale, craft positioning, and Belgian craft spirits category.

Broad incumbents

• Delhaize (Ahold Delhaize Belgium): Major Belgian supermarket chain with significant wine and spirits assortment sold at scale. Overlaps on standard wine retail but competes as a broader grocery incumbent rather than specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wijnhuisbollaert
• LinkedInlinkedin.com/company/wijnhuis-bollaert
• Instagraminstagram.com/wijnhuisbollaert

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 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 Wijnhuis Bollaert