AdVini enters exclusive talks to acquire Bonne Nouvelle and Mythique
AdVini said on Nov. 12 that it had entered exclusive negotiations with Vinadeis by InVivo to acquire Bonne Nouvelle and Mythique, their related businesses and inventories, and their dedicated teams. The brands generate about €14 million in combined annual sales; closing was expected in February 2027, subject to required procedures.
The proposed transaction
French wine group AdVini said on Nov. 12 that it had entered exclusive negotiations with Vinadeis by InVivo to buy Bonne Nouvelle and Mythique, extending a strategic partnership begun earlier in 2026. The proposal covers both brands, their related business activities and inventories, and the teams dedicated to them. AdVini said their combined annual sales are about €14 million.1
The parties were considering payment entirely through 112,216 AdVini treasury shares, valued for the transaction at €35.20 each, putting the share-based consideration at roughly €3.95 million. The inventories would be transferred through a separate cash payment. Final documentation and closing were expected in February 2027, subject in particular to employee-representative information and consultation procedures and the collection of their opinions; AdVini said its board had approved the overall operation.1
An expanding partnership
The proposal followed AdVini’s April 30, 2026 acquisition of part of Cordier by InVivo’s wine activities, subsequently renamed Vinadeis. Following that transaction, Vinadeis by InVivo held 7.92% of AdVini’s capital. AdVini said the partnership with InVivo could also help it secure bulk-wine supplies and strengthen its international capabilities.1
AdVini also planned to propose the appointment of Vinadeis by InVivo, represented by InVivo chief executive Thierry Blandinières, to its board at the annual shareholder meeting approving the accounts for the year ended Dec. 31, 2026. Subject to that appointment and other corporate approvals, Blandinières could also chair AdVini’s strategic committee.1
Two brands amid industry pressure
Bonne Nouvelle is positioned as a leading alcohol-free wine brand in France, while AdVini described Mythique as a pioneering Occitanie wine brand that makes most of its sales abroad. The source’s analysis said the acquisition could strengthen AdVini’s no-alcohol position and that Mythique would complement its portfolio of regional French labels. AdVini said 67% of its wines are sold internationally.1
AdVini pointed to limited exporter scale in some markets and weaker demand for non-premium red wines in countries including China. It said it wanted to get closer to consumers, sharpen product segmentation and marketing, and anticipate younger drinkers’ interest in low- and no-alcohol wines. InVivo cited declining consumption and the effects of climate change on production, alongside economic and geopolitical strains. AdVini, founded in 1872, says it operates in France and South Africa; InVivo said it operates in 38 countries with 90 industrial sites.1
Sources
Written by the Dionysus editors from the sources above.
