Winc, Inc. said it purchased substantially all the assets of Natural Merchants, Inc. (“Natural Merchants”), a leading purveyor of natural, organic, biodynamic and vegan wines from around the world. Natural Merchants products are found in retailers and restaurants nationwide. Terms weren’t disclosed.
The acquisition is part of Winc’s drive to “become the market leader and go-to source for organic wine in the U.S.”
76% of Winc’s customer base falls into the 21 – 44 age group, a consumer segment that is expected to drive disproportionate industry growth and one that is increasingly demanding organic products from companies that prioritize sustainability. Organic wine is growing at a 12% CAGR in North America and is projected to be a $17B category globally by 2027.
“We have a high degree of conviction that the suppliers comprising Natural Merchants’ portfolio can unlock additional value for Winc going forward,” said Alex Goodwin, VP of Corporate Development & Innovation, Winc. “The integration of Natural Merchants’ assets and supplier relationships will leverage our DTC platform to enable newfound digital capabilities and customer exposure, while providing existing Winc customers with an enhanced breadth of products in the desirable natural and organic category.”
Natural Merchants was founded in 2004 by husband-and-wife duo Edward Field and Pilar Meroño to help U.S. consumers enjoy the best natural wines the globe has to offer and increase awareness in the organic wine sector. Following the transaction, Field and Meroño, along with their team, will continue to manage the supplier relationships responsible for the Natural Merchant wine portfolio