Barcelona's pioneering wine marketplace from 2009, combining 65,000+ SKUs with personalised recommendations — acquired by Pernod Ricard in 2018.
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See all ads on AdLibrary →Uvinum was a Barcelona-founded wine, spirits, and beer marketplace launched in 2009 by Nico Bour, Albert García, and Albert López. The platform combined a catalogue of 65,000+ products with price comparison, user reviews, and personalised recommendations — an approach that pioneered data-driven wine discovery in Spain. In 2018, Pernod Ricard acquired Uvinum and integrated it into their digital commerce platform, now operating as Drinks&Co.
Uvinum's growth was primarily SEO and paid search driven — capturing high-intent wine and spirits queries across Spain and Southern Europe with a vast product catalogue that allowed long-tail keyword capture at scale. Social campaigns focused on discovery — introducing wine novices to personalised recommendations via quiz mechanics and content. The combination of price comparison and user reviews created a strong trust signal that converted comparison shoppers effectively. Explore wine marketplace advertising approaches in the Ad Library.
Facebook was Uvinum's primary social acquisition channel, targeting wine enthusiasts with recommendation-led content and promotional pricing mechanics. The platform's interest-targeting enabled precise reach to wine, food, and culinary audiences. Instagram was used for aspirational wine lifestyle content. After the Pernod Ricard acquisition, the platform's social presence evolved to align with the Drinks&Co brand identity and the expanded group distribution model.
Copy emphasised discovery, value, and expertise: 'Find the perfect wine at the best price', 'Recommended by 2 million wine lovers', 'Over 65,000 wines, beers and spirits'. Personalisation mechanics used quiz-based copy: 'Tell us your taste, we'll find your wine'. Subscription and case-deal ads used savings-focused framing. The tone was expert but accessible — positioned as the knowledgeable friend who helps you find great wine without the sommelier intimidation factor.
Uvinum's acquisition by Pernod Ricard validated the thesis that a data-rich wine marketplace is strategically more valuable than the sum of its revenue. The user review corpus, personalisation engine, and consumer taste data were the real assets acquired. For marketplace founders, the lesson is: your data flywheel (reviews, purchase history, preference signals) may be your most valuable acquisition asset — prioritise building it even when it does not directly drive immediate revenue.
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