BADIE

What BADIE does

BADIE is a historic Bordeaux wine merchant founded in 1880 by Madame Badie, structured as a société par actions simplifiée (SAS) with registered capital of €1,068,500 and registered offices at 10 Avenue de la Grande Armée in Paris. The company operates two physical boutiques on Allées de Tourny in central Bordeaux — the flagship Badie store at 60-62 Allées de Tourny in an 18th-century building, and L'Intendant at 2 Allées de Tourny, a sister boutique specializing in Bordeaux wines — complemented by a France-wide e-commerce site. The retail offering spans three core product categories: more than 3,500 wine references from French regions (Bordeaux, Burgundy, Loire, Rhône, Alsace) and international vineyards, a champagne selection from major houses (Krug, Dom Pérignon, Veuve Clicquot) and artisan growers, and a curated spirits range covering whiskies, gins, cognacs, armagnacs, and rums.

BADIE has been wholly owned since 1991 by Duclot, Marchand de Grands Vins, a major Bordeaux fine wine merchant that also operates the L'Intendant boutique. Jean Moueix serves as both Managing Director of Duclot and Chairman of BADIE, indicating integrated leadership across the affiliated entities. Beyond pure retail, the company monetizes through ancillary services: themed masterclasses and private tastings (priced from €50 to over €200 per person for groups of 6 to 20+), bespoke corporate gifting with signature gift wrapping, delivery throughout France (free within intra-boulevards Bordeaux above €250), and the Badie & Vous loyalty program crediting 5% of purchases in loyalty euros from €500 accumulated.

The customer base is centered on individual wine enthusiasts, collectors, and corporate clients seeking allocations, rare vintages, multilingual sommelier advice, gift presentation, and curated tasting experiences. The business operates without proprietary technology, APIs, or AI/ML capabilities — it is a traditional specialty retailer whose competitive position rests on its 140-year brand heritage, estate-level sourcing through Duclot, in-store sommelier talent, and the experiential layer of masterclasses and tastings. Headcount stands at approximately 17 employees.

Name

BADIE

Legal name

BADIE, société par actions simplifiée au capital de 1.068.500 Euros

Website

https://badie.com

Company type

Private

Founded year

1880

Operating status

Operating

Headcount range

11–50 employees

Short description

BADIE is a historic Bordeaux wine merchant founded in 1880, wholly owned by Duclot since 1991, operating two boutiques in central Bordeaux and a France-wide e-commerce site. It sells 3,500 wine, champagne, and spirit references alongside masterclasses, private tastings, and corporate gifting services to individual collectors and corporate clients.

Ownership category

akta.pro rank

Product category

Fine Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (445320), Beer, Wine, and Liquor Retailers (4453)

akta.pro primary industry

Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB)

akta.pro secondary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Fine wine retail
• Wine merchant
• Champagne and spirits
• Wine tasting events
• Corporate wine gifts

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wine and Spirit Retail Sales: BADIE generates revenue through the direct sale of wines, champagnes, and spirits from its physical retail locations and website. Products are sourced directly from estates and producers, with a focus on premium and fine wine selections.
2. Masterclass and Tasting Events: The company offers private tasting events and masterclasses at its Bordeaux location. These paid events feature curated wine selections around specific themes (Burgundy, Champagne, spirits) and include food and wine pairings.
3. Corporate Gift Services: BADIE provides bespoke corporate gifting services for businesses to offer to clients or partners, including their signature gift wrapping.
4. Loyalty Program: The Badie & Vous loyalty program credits 5% of total purchase amount in loyalty euros starting from €500 of accumulated purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

BADIE is a traditional Bordeaux wine merchant operating two physical boutiques and an e-commerce website. It sells more than 3,500 wine references (French regional wines, Bordeaux, Burgundy, Loire, Rhône, Alsace, international wines), a curated selection of champagnes, and spirits (whiskies, gins, cognacs, armagnacs, rums) sourced directly from estates and producers. The company also offers paid private tastings and masterclasses, a loyalty program, and bespoke corporate gift services.

Product overview

BADIE is a traditional wine merchant founded in 1880, operating as a single boutique retailer rather than a software platform. The company offers a unified retail offering centered around three core product categories: Vins (Wines) with over 3,500 references from French and international vineyards, Champagnes from major houses and artisan producers, and Spiritueux (Spirits) including whiskies, gins, cognacs, armagnacs, and rums. Supporting services include Masterclass tasting events, Private Tastings for groups, a Loyalty Program (Badie & Vous), Corporate Gift services, and Delivery throughout France. There are no AI/ML capabilities, API, or software integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Vins (Wines) Over 3,500 wine labels from French regions (Bordeaux, Burgundy, Loire, Rhône, Alsace, and other French regions) and international vineyards, featuring iconic labels, organic wines, old vintages, and a wide variety of formats, sold to wine enthusiasts, collectors, and gift-givers.
• Champagnes Selection of champagnes from major houses (e.g., Krug, Dom Pérignon, Veuve Clicquot) and artisan winegrowers, ranging from prestigious brands to lesser-known gems, sold to consumers and corporate clients.
• Spiritueux (Spirits) Meticulous selection of whiskies, gins, cognacs, armagnacs, and rums, combining popular labels, curiosities, and rare bottles, sold to spirit enthusiasts and collectors.
• Masterclass Private tasting events held at the BADIE wine shop, typically from 8pm to 10pm, themed around different wine regions (Burgundy, Corsica, Champagne) or spirits, with food and wine pairings, offered to paying guests and subscribers.
• Dégustations privées (Private Tastings) Tailor-made tasting experiences organized in the BADIE cellar for groups of 6 or more people, starting from €50 per person, with themes including grands crus, blind tastings, champagne, or spirits, offered to individuals, friends, and corporate groups.
• Cadeaux d'entreprise (Corporate Gifts) Bespoke corporate gift service for businesses to offer to clients or partners, with customized gifting options and signature BADIE gift-wrapping, supplied throughout France.

Segments3 records

Ideal customer profiles3 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.

• DuclotcoreStrategic or Co-development Partner · 1 January 1991BADIE has been owned by Duclot (Marchand de Grands Vins) since 1991. Duclot is a major fine wine merchant based in Bordeaux. Badie shares leadership with Duclot, as Jean Moueix serves as both Managing Director of Duclot and Chairman of Badie. Duclot also owns L'Intendant, the adjacent wine shop at Allées Tourny specializing in Bordeaux wines.

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Berry Bros. & Rudd: Historic British fine wine merchant (founded 1698) operating flagship London shops plus global e-commerce. Closest international analog to BADIE in heritage-led, allocation-driven fine wine retail.
• Wine.com: Largest US online wine retailer with massive catalog and corporate gifting. Comparable to BADIE on multi-reference DTC platform and gifting/loyalty mechanics, though purely digital vs. BADIE's flagship-store model.
• Nicolas (Castel Group): France's largest wine retail chain with hundreds of storefronts, premium positioning, and an extensive online offering. Comparable to BADIE on product category (fine wines, champagnes, spirits) and physical retail-led DTC model.
• Lavinia: Paris-based chain of wine and spirits boutiques with large curated catalogs and in-store tasting bars. Direct competitor in the premium French urban wine retail segment with which BADIE competes for both consumers and corporate clients.
• Millesima: Bordeaux-headquartered fine wine merchant with a large online catalog and direct-to-consumer model. Directly comparable to BADIE on region of origin, focus on Bordeaux allocations and premium references, and DTC/retail channel mix.
• L'Intendant: Sister Bordeaux wine boutique owned by parent group Duclot, located adjacent to BADIE. Direct internal peer used by the same parent for a Bordeaux-focused fine wine assortment.
• Intercontinental Wine & Spirits: French online wine merchant specializing in fine Bordeaux and Burgundy references. Directly comparable to BADIE's catalog focus and digital DTC motion.
• Comptoir des Vins: French specialty retailer focused on Bordeaux fine wines and direct-from-estate sourcing. Comparable boutique-style model targeting collectors and gift buyers, similar customer segments as BADIE.

Broad incumbents

• Majestic Wine: UK's largest specialist wine retailer with a broad multi-tier assortment and omnichannel presence. Overlaps with BADIE on premium wine retail and tasting events but at far greater scale and a wider price ladder.

Others

• Duclot, Marchand de Grands Vins: Parent company and major Bordeaux negociant. Relevant as the upstream supply/distribution partner that provides BADIE with allocations, rather than a direct retail competitor; useful for understanding the parent ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/badie

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 BADIE