AdVini to Acquire Bonne Nouvelle and Mythique Wine Brands from InVivo

The Deal

AdVini and InVivo have announced a proposed transaction under which AdVini would acquire the Bonne Nouvelle and Mythique wine brands from the InVivo agricultural cooperative group, deepening a strategic partnership the two French wine giants have cultivated over several years.

Financial terms of the proposed acquisition were not disclosed in the announcement. The deal is subject to standard regulatory and governance approvals before it can close. Neither party provided a projected completion timeline.

Why It Matters

The transaction underscores a broader consolidation trend sweeping the French wine industry, where large négociants and cooperative groups are rationalising brand portfolios to sharpen marketing focus and extract scale efficiencies. For AdVini — one of France's largest wine producers by volume — absorbing Bonne Nouvelle and Mythique would expand its branded offering across accessible price tiers that have shown resilience even as premium-segment volumes soften in key export markets.

InVivo, a major French agricultural cooperative federation with significant wine operations, has been selectively divesting or transferring non-core labels as it concentrates resources on its highest-priority routes to market. Bonne Nouvelle, known for its dealcoholised and low-alcohol wine positioning, sits in a fast-growing wellness-oriented segment that AdVini may be better placed to scale commercially. Mythique is an established Languedoc varietal brand with distribution across European retail channels.

The low-and-no-alcohol wine category has been among the fastest-growing sub-segments in European off-trade retail over the past three years, making Bonne Nouvelle a strategically attractive asset for a producer seeking exposure to changing consumer preferences without building a brand from scratch. Analysts tracking the mergers-and-acquisitions landscape in beverages have noted that category-specific brand bolt-ons are increasingly preferred over large platform deals in the current interest-rate environment.

What's Next

If completed, the acquisition would add two complementary commercial wine brands to AdVini's existing portfolio, which spans appellations across the Languedoc, Rhône Valley, Bordeaux, Loire, and international regions including South Africa. The group has historically grown through targeted brand and estate acquisitions, and this transaction is consistent with that playbook.

For InVivo, the divestiture aligns with a strategy of concentrating cooperative resources on core agricultural and distribution infrastructure rather than managing a wide retail wine brand estate. The two groups are expected to maintain their broader commercial and supply-chain partnership regardless of the transaction outcome, according to the joint announcement.

Food and beverage investors tracking European wine sector consolidation will watch for further portfolio rationalisation moves from both parties as the industry navigates flat volume growth in traditional markets and rising production costs across French appellations. Food & Beverage Magazine has previously reported on the structural pressures facing mid-tier wine brands in a polarising retail environment.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.