Wein Wollf: Macaronesian Gin arrives on the German market

Varma Spirits & Wines, the division of Varma specialising in brand building and the distribution of spirits and wines, announces the launch of its premium gin, Macaronesian Gin, in Germany. This strategic expansion, which took effect in January 2026, comes hand in hand with Wein Wolf, one of the country’s most established and prestigious distributors in the premium segment.

Macaronesian Gin, with its slogan ‘Canary 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 by the Laurisilva forest offering a fresh, pleasant and mouthwatering taste on the palate. Its iconic bottle reflects the quality and elegance of its contents.

A strategic ally in the German market

Wein Wolf, founded in 1981, has over 40 years of experience in the sector and is recognised for its solid track record in the distribution of high-end wines, champagne and spirits. As part of the Hawesko Holding SE group, a major player in the wine trade in the European Union, Wein Wolf has in-depth knowledge of the channel and a network of more than 12,000 customers in the hospitality, retail and e-commerce sectors.

With headquarters in Bonn and a sales team throughout the country, Wein Wolf has the capacity to distribute Macaronesian Gin across all channels in the German market.

Germany: a key market with a deep emotional connection

Germany ranks as the third largest market for gin in the European Union, behind Spain and Italy. It also has strong ties to the Canary Islands: in 2024, the Canary Islands welcomed 2,542,209 German tourists, representing a 16% share of the total, surpassed only by the United Kingdom.

A particularly significant fact is that 70.8% of these German tourists had already visited the islands before, reflecting a strong emotional connection with the archipelago based on the search for relaxation, beaches, sea, climate, safety and well-being.

This profile makes German consumers a natural audience for Macaronesian Gin, capable of recognising and appreciating its quality and the lifestyle associated with the Mediterranean and the Atlantic. Canarian gin offers a unique opportunity to reconnect with the essence and spirit of the islands, even when far from their shores.

Carlos Peralta, Managing Director of Varma Spirits & Wines, highlights the importance of this agreement: “Germany is a strategic market for us, not only because of its size, but also because of the deep cultural and tourist connection its citizens share with the Canary Islands. In Wein Wolf, we have found a partner who 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 every confidence in the potential of Macaronesian Gin in this market.”

Michael La Terriere, International Sales Director at Varma Spirits & Wines, added: “We are convinced that Macaronesian Gin will be very well received by German consumers, who value quality and unique experiences. The combination of our botanicals, volcanic water and artisanal process encapsulates the freshness and spirit of the Canary Islands. It is the perfect time to introduce this gem to a sophisticated market with a clear appreciation for products that offer an emotional connection to a destination as beloved as the Canary Islands.”

Timon Helbing, Commercial Director Wein Wolf, Volume Spirits: “Germany is a key market for premium spirits. We are proud to introduce Macaronesian Gin to German consumers and look forward to building a strong and sustainable presence with selected partners.”

Jens Hermes, Head of Marketing: “With Macaronesian Gin, we bring a distinctive brand story and unique island botanicals to Germany. Our focus is on creating awareness through authenticity, origin, and memorable brand experiences.”

This agreement with Wein Wolf reinforces Varma’s commitment to bringing its brands to key markets within the European Union. Following the successful launch of Macaronesian Gin in Italy and Hungary in 2025, Germany becomes the third European market to incorporate the brand, thus consolidating a strategy of progressive and sustained expansion for the brand.

About Varma

In 1942, Hilario de la Mata, Marqués de Vargas, created a distribution business for national wines and spirits in Madrid, the embryo of what is now Varma. With more than 80 years of history, Varma is a leader in distribution in Spain, with extensive experience in the distribution of 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, Scholl, ACE, 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 Wein Wolf

Wein Wolf GmbH is part of the Hawesko Holding specialized in the exclusive import and distribution of top international wines, champagnes, and spirits. With 40 years of market experience, they are a leader in the premium segment and a renowned partner to 12,000 top restaurateurs, specialist retailers, and the food trade.

The portfolio includes big names such as Champagne Taittinger, Ferrari, Antinori, Miguel Torres, Penfolds, Vega Sicilia, Baron de Ley, Dreissigacker, Jacopo Poli, spirits brands of maspex group, Illva Saronna, Sazerac and many more. More than 140 employees in purchasing, internal and external sales, marketing, e-commerce, supply chain management (SCM), finance and controlling, IT, and HR spread across Germany, are committed to enhancing the enjoyment of wine and spirits and increasing awareness of the brands every day.

Source: Varma Spirits & Wines