The family behind Bollinger champagne has bought a minority stake in the fine wine and spirit merchant, BI, which is backed and chaired by City veteran Michael Spencer.
As part of the partnership France-headquartered Société Jacques Bollinger (SJB) will continue to sell its goods, including Bollinger and red wines, on BI’s online trading website.
The new backer will get access to customer spending patterns and pricing trends.
Etienne Bizot, chairman and boss of SJB, said: “It will allow us to propose unique tailor-made experiences that will enable consumers to interact with our wines and our wineries.”
He added that it marks a “long-term strategic move”.
BI’s managing director Gary Boom said that the deal will help both businesses to expand and “cement their global reach”. His company has offices in London, Hong Kong, Singapore and Los Angeles
Entrepreneur Boom founded BI in 1997 and first attracted investment from billionaire NEX founder Spencer in 2011.
