Henkell Freixenet, the world’s largest sparkling wine company, has taken full control of UK-based online wine retailer Slurp in a strategic move to grow its presence in the booming ecommerce sector. The German-Spanish wine giant has purchased the remaining 39% stake in Slurp, following its initial 61% acquisition in 2017, giving it 100% ownership of the digital retailer.

Speaking exclusively to The Drinks Business, CEO Dr Andreas Brokemper confirmed the completion of the buyout and outlined the company’s ambitions to significantly accelerate growth in the UK’s online wine market.

“With the 100% ownership we want to build the business,” Brokemper said. “We want and will grow faster, which means we need to fund this growth.”

Lockdown demand drives strong sales

Slurp’s performance over the past year has exceeded expectations, thanks in large part to the surge in online wine sales during the UK lockdown. The company had already matched its previous year’s turnover just months into the current financial year, and the outlook for the remainder of the year remains strong.

“November was a very strong month and the outlook for December is positive as well,” Brokemper added.

To support this momentum, Henkell Freixenet has bolstered Slurp’s leadership team, appointing Erin Smith, formerly of Majestic Wine, as digital marketing director in August. She joins Stuart Bond, commercial director and head of sales at Freixenet Copestick, to drive the company’s online strategy and commercial development.

Expanding the product portfolio and premium focus

Slurp’s offering has evolved significantly under Henkell Freixenet’s stewardship. The retailer now features a broader selection of wines from across the group’s global portfolio, including Italian still wines and new Spanish brands under the Freixenet label. These additions have been well received by customers and frequently promoted through the company’s marketing channels.

“Beside building the team, we are using more of the group’s structure,” Brokemper explained. “When you look at the customer newsletter, you’ll see a lot of new innovations. These products are part of the Slurp portfolio and they are performing well.”

Looking ahead, the goal is to further refine the brand’s identity. “We want Slurp to develop more and more into a premium platform,” Brokemper said, underscoring the company’s commitment to quality and customer experience.

From recovery to global growth platform

Slurp’s journey to success has been a remarkable turnaround story. Acquired in 2017 by Copestick Murray—a Henkell-owned UK wine business—from SH Jones, Slurp was brought back to life after entering administration several years earlier. The move marked Henkell’s first foray into the UK’s direct-to-consumer wine market.

A year later, in May 2018, Henkell merged with Spanish Cava producer Freixenet, forming Henkell Freixenet and creating a global sparkling wine powerhouse employing more than 4,000 people worldwide.

The parent company reported sales exceeding €1 billion in 2019, and the complete acquisition of Slurp marks another step in its strategy to tap into the expanding ecommerce market—particularly in the UK, where digital wine shopping continues to show significant growth.

With full ownership and a renewed focus on premiumisation and innovation, Henkell Freixenet Slurp is well-positioned to become a leading force in the UK’s online wine space.