Winc; Natural Merchants; wine
The Natural Merchants portfolio includes wines from certified organic vineyards. Credit: Terry Vlisidis / Unsplash.

Omni-channel portfolio of wine brands Winc has acquired all the assets of Natural Merchants, a North American importer of natural organic and biodynamic wines.

Natural Merchants was established in 2004 by husband-and-wife duo Edward Field and Pilar Meroño with an objective to offer the best natural wines to US consumers from across the world and also increase awareness in the organic wine sector.

The company’s portfolio is curated from certified organic vineyards of Europe and South America. Its wine portfolio can be found at Whole Foods Market stores and restaurants across the country.

Winc co-founder, president and Board chairman Brian Smith said: “Winc is extremely excited to strengthen our commitment to sustainability and organics through our partnership with Ed and Pilar of Natural Merchants.

“Over the past year, we have launched several initiatives focused on bettering our planet and adapting to the evolving lifestyle choices of our customers.

“Natural Merchants is a pioneer in the category and we are thrilled to welcome them to the Winc family as we endeavour together to become the market leader and go-to source for organic wine in the US.”

With this deal, Winc has added natural wines to its portfolio and further enhanced its offering range.

Natural Merchants co-founder Edward Field said: “The partnership with Winc will bring significant resources to our current business model. We are eager to tap into Winc’s digital reach through what we contend is the most scaled DTC platform in our industry.”

Upon completion of the deal, the Natural Merchants founders will continue their association with the company along with their existing team.

With support from the Winc platform, the team will continue to manage the supplier relationships responsible for the wine portfolio of Natural Merchants.