Pinard De Picard Gmbh & Co. Kg

What Pinard De Picard Gmbh & Co. Kg does

Pinard de Picard GmbH & Co. KG is a German specialty wine merchant founded in 1997 and headquartered in Saarwellingen, Saarland. The company retails over 1,000 curated wines from nine European countries — including Germany, France, Italy, Austria, Portugal, Switzerland, Slovenia, Spain, and Hungary — alongside spirits and a Feinkost (delicatessen) assortment of olive oils, pasta, antipasti, coffee, honey, and accessories. Its offering is differentiated by access to rare VDP auction wines (Versteigerungsweine), exclusive 'Edition Pinard de Picard' labels, certified Bio and vegan selections, and VDP-classified Große Gewächse. Operationally, the company runs a climate-controlled storage hall built from architectural concrete with rotary heat exchangers to maintain wine-appropriate humidity and temperature, a physical investment that supports both inventory preservation and its on-site tasting events.

The business operates four distinct revenue channels: a B2C e-commerce storefront (pinard-de-picard.de), a dedicated B2B portal (pinard-b2b.de) for corporate gifting and event procurement, a recurring wine subscription (Wein-Abo), and paid experiential events including wine evenings priced €59–€199 per person. Pricing is unit-based with frequent multi-bottle promotions (5+1, 6+1, 11+1), curated tasting packages (e.g., Sommerweinpaket 2026 at €139.90 for 12 bottles), and free German shipping above €95 or 12 bottles. Marketing is conducted through a newsletter, organic social channels (Facebook, Instagram, YouTube), the in-house PINwand digital wine magazine, and on-site events at the Saarwellingen vinothek.

The company has no disclosed AI/ML, proprietary software platform, or external funding; it is a privately held GmbH & Co. KG with no known parent or subsidiaries. Its competitive positioning rests on 30+ years of curation heritage, two 'Weinhändler des Jahres' awards from Weinwirtschaft (2010 and 2019), and a hybrid omnichannel model that combines physical sommelier-led experiences with digital reach across consumer and corporate segments.

Name

Pinard De Picard Gmbh & Co. Kg

Legal name

Pinard de Picard GmbH & Co. KG

Website

https://pinard-de-picard.de

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Pinard de Picard is a privately held German wine merchant (founded 1997, Saarwellingen) retailing 1,000+ curated European wines, spirits, and delicatessen via a B2C e-commerce site, a B2B portal, a wine subscription, and on-site tasting events.

Ownership category

akta.pro rank

Product category

Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

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

akta.pro secondary industries

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF), Fine Wine & Luxury Spirits Retail (CRANABAE), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Wine retail
• Fine wines
• Wine subscription
• Wine tastings
• Delicatessen products

Headquarters

HQ city

Saarwellingen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. B2C E-commerce Retail: Direct retail sales of wines, spirits, and delicatessen products to consumers via the pinard-de-picard.de online shop. Customers purchase individual bottles, mixed cases, and curated tasting packages. Revenue is generated per-transaction at listed prices, with occasional discounts and multi-bottle deals (e.g., 5+1, 6+1, 11+1 promotions).
2. B2B Sales: Dedicated B2B portal (pinard-b2b.de) serving business customers with corporate gifts, event procurement, and bulk orders of wine and delicatessen products.
3. Wine Subscriptions: Wine subscription service (Wein-Abo) offering regular deliveries of curated wines to subscribers, generating recurring subscription revenue.
4. Events and Wine Evenings: Revenue from paid wine evenings and events hosted at the vinothek, including themed tastings (e.g., 'Große Weine aus Deutschland' at 199€ per person, 'After Work' sessions at 59€), as well as gift vouchers for wine evenings.
5. Fine Food (Feinkost) Retail: Sale of delicatessen products including olive oils, vinegars, pasta, antipasti, coffee, honey, and accessories, both as standalone items and bundled with wine packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Pinard de Picard is a German wine merchant that curates and retails over 1,000 wines from nine European countries, including red, white, rosé, champagne, sparkling and sweet wines, plus spirits and an accompanying range of delicatessen products (olive oils, pasta, antipasti, vinegars, coffee, honey, salts, spices). Offerings extend to curated tasting packages, a recurring wine subscription, gift vouchers, sommelier-hosted wine evenings, accessories, and a dedicated B2B portal for corporate gifts and event procurement.

Product overview

Pinard de Picard is a German wine merchant operating a B2C e-commerce platform for fine wines, spirits, and delicatessen products. The core offering consists of over 1000 selected wines from Germany, France, Italy, Austria, Spain, Portugal, and other European countries, supplemented by curated tasting packages (Probierpakete), wine subscriptions (Wein-Abo), and wine evening events. The delicatessen section includes gourmet foods such as olive oils, pasta, antipasti, coffee, and spices. The company also publishes the PINwand digital wine magazine and operates a physical vinothek (wine shop) at their Saarwellingen location. Notable specialty products include rare Versteigerungsweine (auction wines), VDP-classified Große Gewächse, organic (Bio) wines, and the Coup de Cœur curated selection.

Differentiator

Problem solved

Functional benefit

Products and services

• Wine Catalog (Weine)

Named customers1 record

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.

• VDP (Verband der Prädikatsweingüter)coreStrategic or Co-development PartnerPinard de Picard serves as a retailer and event partner for VDP auction wines (VDP-Versteigerungsweine), offering rare and collectible German Rieslings and other VDP wines including auction lots from producers such as Joh. Jos. Prüm, Egon Müller, Schäfer-Fröhlich, Keller, and Wittmann.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Wine.com: Largest U.S. online wine retailer with broad catalog, subscription services, and curated selections. Comparable e-commerce + subscription model and product breadth, though serves the U.S. market rather than DACH and operates at significantly larger scale.
• Hawesko Holding: Germany's largest specialty wine retailer (publicly listed), operating multiple banners including Hawesko, Jacques', and Winecellars. Directly comparable in product category (curated European fine wines) and target customer (German wine enthusiasts), but at significantly greater scale and with broader portfolio breadth than Pinard de Picard.

Emerging players

• Vivino: Global wine marketplace and rating app with an integrated e-commerce function connecting consumers to retailers. Comparable in DACH market presence and consumer-facing wine discovery, but operates as a marketplace platform rather than a curated merchant like Pinard de Picard.

Direct peers

• Rindchen's Weinkontor: Independent German wine merchant with a comparable multi-channel approach (online shop, B2B portal, subscription services, and curated fine wine selection). Overlaps directly with Pinard de Picard in target customer, premium positioning, and specialty retailer model.
• Jacques' Wein-Depot: German wine retail franchise network owned by Hawesko, combining physical depot locations with online ordering. Comparable in product offering (curated European wines) and German target market; complementary channel model (depot + digital) versus Pinard's single-vinothek + digital approach.
• Bordeaux Index: Fine wine merchant specializing in investment-grade and auction wines from Bordeaux, Burgundy, and other premium regions. Comparable in auction-wine focus and collector customer segment served by Pinard's Versteigerungsweine category, though larger and more globally oriented.
• Ludwig von Kapff: Family-owned German wine merchant founded in 1952, offering curated German and European wines via e-commerce and physical stores. Closest comparable to Pinard de Picard in size, heritage, curation focus, and German B2C wine retail model.
• Vicampo (Vicampo.de): Online wine marketplace and retailer serving the German market with a broad catalog and competitive pricing. Comparable in product category and DACH customer base, though more marketplace-driven versus Pinard's curation-led model.

Regional players

• Laithwaites (Direct Wines): UK-origin wine subscription and e-commerce retailer with strong emphasis on curated selections, wine clubs, and educational content. Comparable subscription-driven business model and curation philosophy, though serving primarily UK rather than German consumers.
• Wein & Co: Austria's leading specialty wine retailer with physical stores and an online shop offering curated European wines and delicatessen. Comparable in product mix and DACH-market positioning, but primarily serves Austrian rather than German consumers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Pinard-de-Picard
• Facebookfacebook.com/pinard.de
• Instagraminstagram.com/pinarddepicard
• LinkedInlinkedin.com/company/pinard-de-picard

Revenue estimate

Valuation estimate

Number of profiles

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 Pinard De Picard Gmbh & Co. Kg