北京酒易酩庄酒业有限公司

What 北京酒易酩庄酒业有限公司 does

Beijing Easy Cellar Wine & Spirit Co., Ltd. (北京酒易酩庄酒业有限公司) is a privately held, Beijing-headquartered B2B importer and distributor of premium international wines, founded in 2011 by French-trained oenologist Zhang Yanzhi (张言志). The company holds exclusive China agency or distribution rights for high-prestige brands including the Jean-Pierre Moueix Group (Château Petrus, Château Lafleur-Petrus, Trotanoy), Denis Dubourdieu Domaines, Penfolds Max's, Les Dauphins, Mythique (VINADEIS), Marchesi Antinori (Villa Antinori), Glenelly, Rawson's Retreat (Treasury Wine Estates), Honor De Matador, and Muriel Rioja, spanning France, South Africa, Spain, Australia and Italy. It serves authorized regional wine dealers across Chinese provinces through a four-pillar service offering: international wine selection/sourcing and brand support; Bordeaux spot import for classified estates; a Bordeaux en primeur platform with direct Petrus/Lafleur-Petrus allocations; and bespoke agency import plus custom-label product development (roughly 60- and 80-day service cycles respectively).

The company's business model is a B2B channel-partner model in which revenue is generated through one-time sales of imported wines to authorized distributors rather than direct consumer retail; pricing is not publicly disclosed. Its distribution footprint is single-country (China) while its upstream relationships are global, leveraging a foundation of trusted producer relationships and the personal brand of its founder (French National Oenologist diploma, Bordeaux wine economics & law master's, former JPM chief representative for China, and a 2010 French Bordeaux Association Wine Honor Medal). The advisory team is anchored by Jean-Claude Berrouet, former chief winemaker of Petrus across 37 vintages. Founded with a single shipping container of French wine, the company crossed the 100M RMB revenue mark within three years, grew from 1 to over 100 employees by 2022, and is part of the broader Xi Ge Guan Lan Group (西鸽观兰集团), which has integrated upstream Ningxia-based production via Xi Ge Winery and Guan Lan Winery and attracted a 数亿元 Series A from Challenger Ventures and Ningxia State Investment in 2022.

Name

北京酒易酩庄酒业有限公司

Legal name

Beijing Easy Cellar Wine&Spirit Co., Ltd.

Website

https://easycellar.com.cn

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Beijing Easy Cellar is a B2B premium wine importer and authorized distributor serving regional Chinese dealers, holding exclusive China rights to brands including the Jean-Pierre Moueix Group (Petrus family), Penfolds Max's, Les Dauphins, Marchesi Antinori, and Glenelly.

Ownership category

akta.pro rank

Product category

Imported Wine Distribution

NAICS

Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

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

akta.pro primary industry

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA)

akta.pro secondary industry

Wine Production & Winemaking (AFAFAAAB)

Keywords

• Imported wine distribution
• Premium wine import
• Bordeaux en primeur
• Wine agency services
• International wine brands

Headquarters

HQ city

Beijing

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Premium Wine Import and Distribution: Import and distribution of premium wines from France, South Africa, Spain, Australia, and Italy. Revenue generated through sales of imported wines to authorized regional distributors across China. Services include international wine selection, direct import procurement, en primeur (Bordeaux barrel wine) platform, and custom label/agency import services.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Beijing Easy Cellar Wine & Spirit Co., Ltd. is a B2B importer and exclusive China agent for premium international wine brands from France, South Africa, Spain, Australia, and Italy. The company provides authorized regional dealers with international wine selection, import procurement, customs clearance, bonded storage, brand support, market promotion, and a Bordeaux en primeur (barrel wine) platform with direct allocations from estates such as Petrus and Lafleur-Petrus. Custom label and agency import services allow dealers to source branded and private-label wines through a mature international logistics pipeline.

Product overview

北京酒易酩庄酒业有限公司是一家专业从事法国、南非、西班牙、澳大利亚、意大利等国家优质葡萄酒进口业务的进口商和经销商。公司主要提供四大服务：全球佳酿酒易甄选（进口采购、品牌支持、市场推广）、波尔多名庄现货进口、波尔多名庄期酒平台、代理进口及专属标签服务。产品涵盖法国葡萄酒（拉格拉夫酒庄、杜德院长系列、罗纳皇冠系列、帕图斯之花等）、澳大利亚葡萄酒（奔富麦克斯系列、洛神山庄黑金系列）、南非葡萄酒（戈蓝酒庄系列）、西班牙葡萄酒（斗牛士荣誉系列、莫瑞皇家系列）和意大利葡萄酒（安东尼庄园系列），总计上百款来自不同产区的优质葡萄酒。

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Bordeaux en primeur platform — direct access to Petrus and Lafleur-Petrus allocations
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered major, core and flagship.

• 安东尼世家 (Marchesi Antinori)majorChannel Partner/ Reseller/ Distributor · 1 January 2017酒易酩庄 distributes Villa Antinori wines from Marchesi Antinori, the Italian wine dynasty with 631 years of history (since 1385) and member of the world's top 10 oldest family-owned wine companies (PFV).
• 戈蓝酒庄 (Glenelly Wine Estate)coreChannel Partner/ Reseller/ Distributor · 1 January 2017酒易酩庄 is the China agent for Glenelly Wine Estate in South Africa's Stellenbosch region, owned by M. de Lenquesaille (former owner of Pichon Lalande). Glenelly is South Africa's top-rated winery by Robert Parker. China became Glenelly's #1 export market globally under this partnership.
• 洛神山庄 (Rawson's Retreat)majorChannel Partner/ Reseller/ Distributor · 1 January 2017酒易酩庄 distributes Rawson's Retreat by Treasury Wine Estates (TWE), including the premium Black Gold series. Rawson's Retreat is sold in over 50 countries globally with annual sales exceeding 13 million bottles.
• 奔富 PENFOLDS — 麦克斯系列 (Penfolds Max's)coreChannel Partner/ Reseller/ Distributor · 1 January 2016酒易酩庄 is the exclusive China operator for Penfolds Max's series. Penfolds ranked #1 on the 2016 Drinks International Top 50 Wine Brands list. The company achieved a remarkable 20 million RMB in sales within 15 days of the Max's series launch in China.
• 罗纳皇冠 (Les Dauphins)coreChannel Partner/ Reseller/ Distributor · 1 January 2016Exclusive China brand operator for Les Dauphins, the global #1 Rhône Valley wine brand. The brand was blessed by the Pope in the 14th century and is the only Pope-blessed wine brand. 酒易酩庄 transformed it into one of the top 10 imported wine brands in the Chinese market.
• 瑞乐康帕酒庄 / 斗牛士荣誉 (Real Compania de Vinos / Honor De Matador)majorChannel Partner/ Reseller/ Distributor · 1 January 2016酒易酩庄 is the China brand operator for Honor De Matador from Real Compania de Vinos, a 300-year-old winery in Castilla, Spain.
• 神秘客 (Mythique) / VINADEIS集团coreChannel Partner/ Reseller/ Distributor · 1 January 2015Exclusive China partnership for Mythique, the flagship brand of VINADEIS (France's largest wine producer with 20,000+ hectares of vineyards). Mythique wines have been recognized globally including TOP100 World Wine, TOP50 by Decanter, and Robert Parker's first 90+ for Languedoc wines.
• 莫瑞皇家酒庄 (Muriel Rioja)majorChannel Partner/ Reseller/ Distributor · 1 January 2013酒易酩庄 distributes Muriel Rioja wines from the Rioja region of Spain, established in 1926. Tempranillo-based wines under DOC classification.
• 杜德院长家族 (Denis Dubourdieu Domaines)coreStrategic or Co-development Partner · 1 January 2011Exclusive China partnership with Denis Dubourdieu family, considered the 'Godfather of Modern Winemaking.' Denis Dubourdieu is Director of the Bordeaux Wine Science Institute. The partnership includes wines from the family's 5 estates including Château Deyrem Valentin, and offers a direct en primeur procurement platform.
• JPM莫意克家族 (Jean-Pierre Moueix Group)flagshipStrategic or Co-development Partner · 1 January 2010酒易酩庄 is the exclusive China agent for the Jean-Pierre Moueix Group (JPM), known as the 'Bordeaux Wine Royal Family.' The partnership provides exclusive access to prestigious Pomerol estates including Château Petrus, Château Lafleur-Petrus, Château Trotanoy, and others. The company is also one of the few in mainland China to receive direct en primeur allocations for Petrus and Lafleur-Petrus.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ASC Fine Wines: One of the largest premium wine importers and distributors in China with a Bordeaux-heavy portfolio. Closest direct competitor to Easy Cellar on the B2B premium-wine platform model, dealer network and en primeur access.
• Summergate Fine Wines: China-based premium wine importer-distributor carrying major French and Australian labels. Comparable B2B model serving dealers and on-premise accounts across Chinese provinces, with similar Bordeaux and Australian brand exposure.
• EMW Fine Wines (East Meets West): Shanghai-headquartered importer of premium European wines with a strong Bordeaux and Burgundy book. Overlaps Easy Cellar directly on the dealer-led, top-estate import model in mainland China.
• Links Concept: China-focused premium wine and spirits distributor with exclusive agency rights and dealer networks across provinces. Comparable channel-partner-led motion and similar premium-import value proposition.
• Miguel Torres China: Spanish wine dynasty with active China distribution and a presence in premium Spanish and Chilean labels. Comparable origin mix and on-premise/dealer-led positioning in China's imported wine trade.

Broad incumbents

• Treasury Wine Estates (TWE): Global wine major behind Penfolds and Rawson's Retreat — both of which Easy Cellar distributes in China. As an upstream principal and global incumbent, TWE sets the strategic context in which Easy Cellar's agency model operates.
• Pernod Ricard China: Global spirits-and-wine group with deep China distribution. Competes with Easy Cellar for premium on-premise and dealer mindshare while supplying adjacent categories (whisky, cognac) that pull on the same premium gifting occasions.
• Castel Group China: Major French wine group with significant China distribution operations and a broad multi-origin portfolio. Competes broadly for shelf and dealer attention across the same premium-import category.
• Domaines Barons de Rothschild (Lafite) China: Owner of Château Lafite and a growing direct China presence including estate-built winery projects. Represents both a competitor for premium shelf space and a structural risk of estate disintermediation for independent importers like Easy Cellar.

Emerging players

• 西鸽酒庄 (Xi Ge Winery): Ningxia-based premium Chinese winery founded by the same entrepreneur (Zhang Yanzhi) and now part of Xi Ge Guan Lan Group alongside Easy Cellar. Sits inside the same group structure and represents the domestic-production counterpart to Easy Cellar's import platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 北京酒易酩庄酒业有限公司