Varma: International expansion in Italy with Macaronesian Gin

Varma Spirits & Wines, the division of Varma specialising in brand building and the distribution of spirits and wines, announces its first international distribution agreement for its premium gin, Macaronesian Gin, which launched in Italy on 1st October through the OnestiGroup.

This alliance is a key milestone in Varma’s internationalisation strategy and reinforces its ambition to take its brands beyond the Spanish borders. OnestiGroup is a renowned second-generation Italian family business that shares Varma’s business vision, corporate culture and values. Its solid track record in the hospitality sector and its experience in the hospitality industry will be fundamental for the distribution of Macaronesian Gin, which will be available both in the on-trade channel (hospitality) and in e-commerce in the Italian market.

Italy: a strategic market with strong Canarian connections

Italy represents a strategic market for Varma and Macaronesian Gin. According to IWSR[1] data, it is the most important market for premium gin in the European Union. Furthermore, Italian consumers show a clear preference for gins with a Mediterranean profile, a trend that is reinforced by the deep cultural connection and significant tourist flow between Italy and Spain. In fact, of the 5.4 million Italians who visited Spain last year, more than 778,000 chose the Canary Islands for their holidays or leisure time, representing nearly 15% of the total and underscoring this audience’s strong affinity with the culture of the archipelago. This direct connection with the Canary Islands makes the country a key territory for the expansion of Macaronesian Gin.

Carlos Peralta, managing director of Varma Spirits & Wines, highlights the importance of this agreement: “Italy is a key market for us, due to its relevance in the premium gin segment and the deep cultural and tourist connection it shares with the Canary Islands. In OnestiGroup, we have found a partner that understands the quality and essence of Macaronesian Gin and shares our vision and business values. This agreement marks an important milestone in our international expansion strategy, and we have full confidence in the potential of Macaronesian Gin in this market.”

The premium Canarian gin that will conquer Italian palates

Macaronesian Gin, with its slogan ‘Canar y Islands in a bottle’ , encapsulates the authentic and exotic essence of the Canary Islands. Handcrafted, it is made with the purest water filtered, drop by drop, through volcanic rock and top-quality botanicals inspired in the Laurisilva forest offering a fresh, pleasant and mouthwatering on palate. Its iconic bottle, focused on premiumisation, reflects the quality and elegance of its contents.

Michael La Terriere, International Commercial Director of Varma Spirits & Wines, added: “We are convinced that Macaronesian Gin will be very well received by Italian consumers, who value authenticity, quality and unique experiences. The combination of botanicals , volcanic water and its artisanal process encapsulates the freshness and spirit of the Canary Islands. It is the perfect time to introduce this gem to such a sophisticated market with a clear acceptance of Mediterranean products, offering an experience that evokes the “Italian ap eritif” with every sip”.

Andrea Onesti, CEO of OnestiGroup, commented: “We are delighted to welcome Macaronesian Gin to our exclusive portfolio. This addition strengthens our presence in the premium gin segment, offering our partners a brand that is unique in terms of origin, history and production quality”.

This agreement with Macaronesian Gin is the starting point for Varma’s international expansion strategy for its own brands, which will prioritise markets within the European Union.

About Varma

In 1942, Hilario de la Mata, Marquis of Vargas, established a business distributing domestic wines and spirits in Madrid, which was the precursor to what is now Varma. With over 80 years of history, Varma is a leader in distribution in Spain, with extensive experience in distributing high-end brands, competing in all categories of the Spanish market.

The division specialising in the distribution of spirits, wines and liqueurs – Varma Spirits & Wines – has a portfolio of more than 50 spirits brands, including Ron Barceló, the leader in volume and value in Spain since 2021, Macaronesian Gin, Vermouth Yzaguirre, BOLD Crew, Masters, Malavita, Kick the Rules, Glenfiddich, Bollinger, Fireball, Moskovskaya, Terry, Emperador, Fundador, Harveys, Beluga, among others. It also owns Bodegas y Viñedos del Marqués de Vargas, a wine group that brings together three prestigious designations of origin: Rioja (Marqués de Vargas), Ribera del Duero (Conde de San Cristóbal) and Rías Baixas (Pazo San Mauro).

The division specialising in food, personal care and home care products – Varma Food & Care – represents brands such as Moussel, Timotei, Just for Men, Vaseline, Scholl, ACE, RoC Skincare, Licor del Polo, Denivit, Vademecum, Mulino Bianco, Capitán Maní, PRIME, VitHit, St Dalfour, Lipton, Herdez, Loacker, and Mary Lee, among others, and has its own innovation department for product development.

The company has been recognised as the best company to work for in 2025 by Great Place to Work, as well as receiving the 2025 Family Business of the Year Award from ADEFAM.

About OnestiGroup

Founded in 1986 by Emilio Onesti, OnestiGroup is now a leading beverage distributor in Italy. With over 150 exclusive brands and more than 5,000 customers served, the company, based in Fiorenzuola d’Arda, continues to stand out for its innovation and quality of service.

[1] IWSR is the leading source of data and intelligence on the alcoholic beverage market. IWSR’s industry-essential database quantifies the global market for wine, spirits, beer, cider and ready-to-drink (RTD) products by volume and value in 160 countries and provides insights into short- and long-term trends. This includes five-year volume and value forecasts. The IWSR tracks overall consumption and trends at brand, price segment and category level. Its data is used by leading international wine, spirits and beer companies, as well as financial market and alcoholic beverage suppliers. IWSR’s unique methodology provides insight into what is actually consumed and a better understanding of how markets work.
[1] According to data from Fontur ISTAC

Source: Varma