Investment in wine winemaking companies, as well as distribution companies, is caused by the slow but steady transition of consumers from wholesalers to bottlers, consumption guilt instead of others Alcoholic drinks and from younger generations, but, of course, tourism growth. In this context, I. Boutaris & Son, freed from the burden of the past after the Swedish company Sterner Stenhus took over from foreign businessmen Thomas and Ilias Georgiadis, is planning an investment of 4-5 million euros in the next two years, while Ambyx, the oldest Greek distribution company alcoholic beverages, is significantly expanding its portfolio of wines, so that they will make up the bulk of its sales in the coming years.

It is worth noting that, according to an industry study of wine production prepared by Stochasis Business Consultants SA, domestic wine consumption in the period 2021-2022. increased by 41.3% compared to the period 2020-2021, approaching the levels of the period 2013-2014. And, according to market factors, although the consumption of wine in catering has dropped sharply due to quarantine, the consumption of bottled wine has increased significantly over this period. However, bulk wine is estimated to account for 50% of wine consumption in Greece.

In plans of up to 5 million in two years from Butaris, the distribution company Ambix is ​​expanding its portfolio.

“Our vision is to get Boutaris back to where it belongs. At the top,” emphasized Ilias Georgiadis, Managing Director of Sterner Stenhus, at a special event on Tuesday evening to launch the company’s new corporate identity, which was also attended by previous owner Konstantinos Boutaris. How will this be achieved? Emphasis on high-quality wines, strengthening sales in the restaurant channel, exports, as well as the promotion of wine tourism through the modernization of the company’s wineries are the main strategic directions of the new owners.

The company, which closed in 2022 with a turnover of 10 million euros, is already “working” in the first quarter of 2023 with an increase of 80%, while it is expected that the year will end with an increase of about 40%. In addition to organic growth, growth through acquisitions and other troubled wineries is also being explored, with expansion of distillate production not ruled out.

Ambyx, for its part, a company founded in 1917 in Thessaloniki by Albertos Revak and currently one of the leading beverage companies in Greece with an annual turnover of 145 million euros (data for 2022), continues to strengthen the enoteca department with help aim to be among the leading wine companies in Greece over the next five years. In the first phase, the company added Palivos Estate, Kokotou Estate and Moraiti Estate, as well as Chateau Galoupet from Provence, to its portfolio, and is exploring the possibility of adding labels from Crete and Central Greece in subsequent years. In addition, “Ambyx” for the first time started to create its own brand of wine (Vorrastri), which is produced on its behalf by the company “Dionysos ABEE”.