What Benchmark Drinks does

Benchmark Drinks is a London-based wine brand developer and distributor established in 2018. The company manages a portfolio of celebrity-endorsed and premium wine brands under its own umbrella, operating as both brand owner and exclusive distributor. Its primary customer base spans mainstream premium wine consumers reached through UK supermarket retailers (Tesco, Morrisons, Sainsbury's, Waitrose), premium on-premise hospitality accounts (Annabel's London, The Carlyle New York), and international distribution partners (notably Evaton Inc. in the United States and Australian distributors). The company is led by founder and Managing Director Paul Schaafsma and employs approximately 20 people at its London headquarters.

The core portfolio includes Kylie Minogue Wines (rosé, prosecco, and non-alcoholic sparkling variants), Elton John Zero (premium non-alcoholic Blanc de Blancs), Gordon Ramsay Wines (Italian Collection with winemaker Alberto Antonini), Gary Barlow Wines (organic South African range), and All (good) things (accessible premium). A notable technical component is the pioneering non-alcoholic production method used for Elton John Zero, which employs controlled fermentation with select bacteria instead of yeast to generate depth and character without alcohol, supplemented by green tea extract to add tannins and texture. The Kylie Minogue 0% Sparkling Rosé has become the UK's number one selling branded premium 0% sparkling wine with over one million bottles sold, and the broader Kylie Minogue Wines range reached £30M in sales in 2024 with cumulative 20 million bottles sold across five years.

Benchmark Drinks operates a sales-led and channel-partner go-to-market model, generating revenue through wine and spirits product sales across its portfolio. The company handles celebrity partnerships, product development, brand management, and retail distribution, with international expansion executed through local distribution partners. Products are positioned across value to premium mainstream price points (for example, Kylie Minogue Côte de Provence Rosé at £18 at Morrisons). The business is privately held, with no venture capital or parent company disclosed in the available source material.

Name

Benchmark Drinks

Legal name

Benchmark Drinks Limited

Website

https://benchmarkdrinks.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Benchmark Drinks is a London-based wine brand developer and distributor managing celebrity-endorsed wine portfolios including Kylie Minogue, Elton John, Gordon Ramsay, and Gary Barlow wines, serving UK retailers and international consumers through mainstream premium and non-alcoholic offerings.

Ownership category

akta.pro rank

Product category

Premium Wine Distribution

NAICS

Beverage Manufacturing (3121)

SIC

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

akta.pro primary industry

Bulk / Private Label Alcohol Production & Brands (CRADAIAJ)

Keywords

• Celebrity wine brands
• Wine distribution
• Non-alcoholic wines
• Premium wine portfolio
• Brand development

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wine and spirits product sales: Benchmark Drinks generates revenue through the sale of wine and spirits products across their portfolio of celebrity-backed brands including Kylie Minogue Wines, Elton John Zero, Gordon Ramsay Wines, Gary Barlow Wines, and others. Revenue comes from both traditional alcoholic wines and 0% alcohol alternatives sold through retail and distribution channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Benchmark Drinks is a London-based wine distributor and brand developer that creates, manages, and distributes a portfolio of celebrity-endorsed premium wine brands across UK retail, on-premise hospitality, and international markets. The company sources wines from Europe, Australia, New Zealand, South Africa, and South America, and sells through major supermarkets (Tesco, Morrisons, Sainsbury's, Waitrose), premium hospitality venues, and overseas distribution partners, with a particular focus on pioneering non-alcoholic (0%) sparkling wines.

Product overview

Benchmark Drinks is a London-based wine distributor and brand developer established in 2018. The company operates as a portfolio of celebrity-endorsed and premium wine brands, managed as distinct sub-brands under the Benchmark Drinks umbrella. The core portfolio includes Kylie Minogue Wines (celebrity rosé and sparkling range including 0% alcohol options), Elton John Zero (premium non-alcoholic sparkling wines), Gordon Ramsay Wines (Italian collection), Gary Barlow Wines (organic wines), and All (good) things (accessible premium wines). The company also previously managed Graham Norton Wines, Sir Ian Botham wines, MadFish, and Estancia Mendoza. Benchmark Drinks serves as the exclusive distributor and brand developer, handling celebrity partnerships, product development, and retail distribution across UK and international markets.

Differentiator

Problem solved

Functional benefit

Brands

• Kylie Minogue Wines: Premium wine brand including Côte de Provence rosé, Australian Chardonnay and Pinot Noir, Italian prosecco, and non-alcoholic sparkling rosé.
• Elton John Zero
• Gordon Ramsay Wines
• Gary Barlow Wines
• All (good) things

Products and services

• Kylie Minogue Wines Premium celebrity wine brand featuring Côte de Provence rosé, Australian Chardonnay and Pinot Noir, Italian prosecco rosé, and a 0% Sparkling Rosé. The 0% Sparkling Rosé is the UK's number one selling branded premium 0% sparkling wine with over one million bottles sold. Sold through UK supermarkets and international distribution.
• Elton John Zero Premium non-alcoholic sparkling wine brand featuring Blanc de Blancs made from Northern Italian Chardonnay using a pioneering fermentation method with select bacteria instead of yeast. Contains green tea extract for subtle tannins, 19 calories per glass, vegan-friendly. Built on the belief that celebration should be inclusive.
• Gordon Ramsay Wines Italian wine collection created in partnership with world-famous winemaker Alberto Antonini, featuring Pinot Grigio and Intenso Rosso. Pioneers cross-regional blending from Tuscany and Abruzzo regions, combining Gordon Ramsay's passion with Italian winemaking traditions.
• Gary Barlow Wines Organic wine range focused on sustainability and South African heritage, featuring exceptional and rare red wines. Gary Barlow's passion for wine developed over nearly three decades, with commitment to sustainability and authenticity of local vineyards.
• All (good) things Contemporary wine brand bringing together exceptional wines from respected world regions. Designed for today's consumer with focus on quality, connection, and accessibility, celebrating energy, emotion and shared experiences from everyday enjoyment to shared celebrations.

Quantifiable outcome

• UK's number one selling branded premium 0% Sparkling with over one million bottles sold
• +3 more outcomes

Named customers6 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

Feature2 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• Elton JohnflagshipStrategic or Co-development Partner · 1 January 2026Elton John Zero is a premium non-alcoholic drinks brand created in collaboration with Benchmark Drinks. Elton John and David Furnish partnered with Benchmark to create a 0% Blanc de Blancs that captures the elegance of traditional sparkling wine without compromise.
• Sainsbury'scoreChannel Partner/ Reseller/ Distributor · 1 January 2026Sainsbury's serves as the retail channel for Elton John Zero wines, with distribution handled by Benchmark Drinks.
• Evaton Inc.coreChannel Partner/ Reseller/ Distributor · 1 February 2022Evaton Inc. serves as the exclusive US distributor for Kylie Minogue Wines, launching the brand in the United States in early 2022 across states including California, Florida, New York, Massachusetts, New Jersey, Texas, and Ohio.
• Kylie MinogueflagshipStrategic or Co-development Partner · 1 January 2020Kylie Minogue partnered with Benchmark Drinks to launch her wine range in 2020, including Côte de Provence rosé, Australian Chardonnay and Pinot Noir, and Italian prosecco. The partnership has been highly successful with Kylie Minogue Wines becoming the UK's number one rosé brand.
• Gordon RamsaycoreStrategic or Co-development PartnerGordon Ramsay Italian Collection created in partnership with world-famous winemaker Alberto Antonini. Benchmark Drinks manages the Gordon Ramsay Wine range including Pinot Grigio and Intenso Rosso.
• Gary BarlowcoreStrategic or Co-development PartnerGary Barlow Wines developed with Benchmark Drinks, focusing on sustainable wines from South Africa. Gary Barlow Organic wine sold over 0.5 million bottles in its first year.
• West Cork DistillerscoreStrategic or Co-development PartnerWest Cork Distillers partnered with Graham Norton and Benchmark Drinks to create Graham Norton's Own Irish Gin and Pink Gin. The distillery is located near Graham Norton's Cork home.
• Alberto AntoninicoreStrategic or Co-development PartnerWorld-famous winemaker Alberto Antonini partnered with Gordon Ramsay and Benchmark Drinks to create the Gordon Ramsay Italian Collection, blending fruit from Tuscany and Abruzzo regions.
• FecovitaminorChannel Partner/ Reseller/ DistributorFecovita is an Argentinian wine giant that partnered with Benchmark Drinks for distribution of Estancia Mendoza wines in the UK market.

Scale indicators10 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Miraval: Brad Pitt's Provence rosé and wine brand. Comparable as a celebrity wine brand operating at premium price points with global distribution.
• French Bloom: Premium non-alcoholic sparkling wine brand with UK and international retail presence. Directly comparable to Elton John Zero in the premium alcohol-free sparkling category.
• Hampton Water: Celebrity rosé brand co-founded by Jon Bon Jovi. Directly comparable as a celebrity-endorsed wine brand with similar UK/US retail ambitions and rosé-led portfolio.
• Surely Wines: Non-alcoholic wine brand focused on health-conscious consumers. Direct peer in the 0% alcohol wine category where Benchmark is positioned via Elton John Zero and Kylie Minogue 0% Sparkling Rosé.
• SJP Wines: Sarah Jessica Parker's celebrity wine brand. Comparable as a celebrity-led wine label competing for similar mainstream premium consumer occasions.
• Avaline: Cameron Diaz's celebrity-backed clean wine brand with D2C and retail presence. Directly comparable as a celebrity-founded wine brand targeting premium/mainstream consumers.

Broad incumbents

• Accolade Wines: UK- and Australia-headquartered wine company managing multiple branded portfolios including celebrity partnerships. Comparable as a multi-brand wine developer with UK retail strength.
• Concha y Toro: Major global wine producer with multi-country sourcing and branded portfolio across price tiers. Comparable as a multi-region wine brand owner competing for similar mainstream premium shelf space.
• Treasury Wine Estates: Global wine conglomerate owning Penfolds, Beringer and other premium brands. Comparable as a major portfolio wine company operating across premium and mainstream tiers with multi-region sourcing.
• Pernod Ricard: Global wine and spirits group with a portfolio including celebrity-affiliated brands. Comparable as a large player that manages celebrity and lifestyle wine brands alongside its broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/allgoodthingswine
• Xx.com/benchmarkdrinks
• Facebookfacebook.com/benchmarkdrinks
• LinkedInlinkedin.com/company/benchmark-drinks-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Benchmark Drinks