Varma Spirits & Wines launches in Germany with Macaronesian Gin in partnership with Wein Wolf

 

 

 

The company Varma Spirits & Wines has formalized its entry into Alemania to distribute Macaronesian Gin. The alliance with Wein Wolf It seeks to capitalize on the high consumption of gin in the country and the loyalty of German tourists to the Canary Islands.

 

This strategic expansion represents a key move for the foreign trade of the brand, integrating into one of the economies with the greatest weight in the spirits sector. Alemania It consolidates its position as the third largest consumer of gin in the Unión Europea, second only to España e Italia, which offers a high-value market niche for products of premium segment.

 

A strategic ally: Wein Wolf and Hawesko Holding SE

 

To ensure effective penetration, Varma have selected Wein Wolf, distributor founded in 1981 and belonging to the prestigious group Hawesko Holding SEThis entity has a network of more than 12.000 active clients in the hospitality, retail and e-commerce channels.

 

Based in Bonn, the sales team of Wein Wolf will allow Macaronesian Gin be present in all key points of sale in Germany. According to Carlos Peralta, CEO Varma Spirits & Wines"Germany is a strategic market not only because of its size, but also because of the deep cultural and tourist connection that its citizens share with the Canary Islands."

 

The following figures support the potential of this business transaction:

 

Market Indicator (2024-2026)	Data / Value
German tourists in the Canary Islands (2024)	2.542.209 people
Share of German tourists in the total	16 %
German tourist repeat rate	70,8 %
Position of gin consumption in the EU	3er place

 

Emotional connection and artisanal quality

 

The expected success of Macaronesian Gin Its appeal lies in its origin. The gin, made with volcanic water and Canary Island botanicals, directly evokes the memories of German consumers seeking to relive experiences of well-being and the Atlantic climate. Michael La TerriereThe firm's international commercial director emphasizes that the artisanal process "encapsulates the freshness and spirit of the Canary Islands."

 

Meanwhile, from the management of Wein WolfBoth Timon Helbing , the Jens Hermes They agree that authenticity and a distinctive brand history are the pillars for building a solid and sustainable presence in the market. Spirits high end.

 

• Origin: Handcrafted in the Islas Canarias.
• Differential component: Use of water from volcanic galleries.
• European expansion: Second market after launch in Italia in 2025.

 

Key points and frequently asked questions about the launch of Macaronesian Gin

Why was Germany chosen for the expansion of Macaronesian Gin?

Mainly because it is the third largest gin consumption market in the EU and because of the strong emotional connection of the more than 2,5 million German tourists who visit the Canary Islands annually.

Who will be in charge of distribution in the German market?

The distribution will be managed by Wein Wolf, Group company Hawesko Holding SE, which has access to more than 12.000 clients in the hospitality and retail sectors.

What factors differentiate Macaronesian Gin from other gins?

Its artisanal production with local botanicals and volcanic filtered water gives it an identity linked to the Canary Islands tourist destination.