Wine in Black

Berlin-based Wine in Black operates as an online retailer with a focus on a curated selection of premium wines. Established in 2011 by co-founders Stephan Linden and Christian Hoya, the company was born from a desire to simplify the process of discovering high-quality wines for consumers. Christian Hoya, who studied business administration and finance at prestigious institutions like the WHU – Otto Beisheim School of Management and the London School of Economics, served as managing director until early 2018. The company initially launched as a closed shopping club, emphasizing deals and discounts to attract customers, before shifting its strategy in 2016 to an open online shop, positioning itself as a premium merchant where most wines are priced above ten euros.

The business model centers on e-commerce, offering a hand-picked assortment of red, white, sparkling, and rosé wines directly to consumers. Its value proposition lies in the expert curation process; every wine is tasted and evaluated by the company's specialists before being added to the inventory, ensuring a standard of quality. This approach targets both wine connoisseurs looking for specific offerings and newcomers seeking guidance and inspiration. The company generates revenue through the direct sale of these wines via its website. To enhance customer experience, it provides detailed tasting notes and descriptions for its products and offers free shipping on orders above a certain value.

Wine in Black demonstrated steady growth, securing multiple rounds of funding from investors including Project A, Passion Capital, and Bright Capital, culminating in a Series C round in May 2015. By 2018, the company was reportedly selling nearly a million bottles annually at an average price of 15 euros each. A significant milestone occurred in late 2018 when the company was acquired by the Swedish Viva Group, a major wine importer. This acquisition was a planned exit for the venture capital investors and was intended to help Wine in Black leverage the Viva Group's global supplier relationships and distribution network while continuing to operate independently from its Berlin location. Following the acquisition, co-founder Stephan Linden remained with the company for a transitional period, while Christian Hoya had already departed. Christian Fricke took over leadership as co-managing director.

Keywords: online wine retailer, premium wine, curated wine selection, e-commerce, direct-to-consumer wine, Berlin startup, German wine market, European wine delivery, Stephan Linden, Christian Hoya, Viva Wine Group, Project A Ventures, online sommelier, specialty wines, wine subscription, wine deals, e-commerce acquisition, internet retail, beverages e-commerce