Barrique - The Famous Art of Spirit

Corporate History

1977

The young German Student Hans-Heinrich Bendix together with two fellow students and one of their professors opens up a specialist wine merchant in northern German city of Hannover. The idea is to create a fresh and innovative concept that allows customers to sample wines prior to a purchase .The inspirational business concept is to sell loose wine from the barrel.

1983

Two of the partners leave the business. The company expands – still in Hannover – and increasingly specialises in wholesale wine distribution of unusual wines sold loosely and later by adding premium quality spirits to the range also sold loosely. At this point the company provides goods to retail outlets as well as to upmarket restaurants. The Hannover shop continous to operate at the same time.

1987

The Barrique company profile continues to evolve. Wines, liqueurs and spirits are sold loosely from barrels and big glass amphorae. To complement the range an ever-growing selection of attractive and unusual bottles and stops is introduced. The concept is well received by its customers and the company grows, defying its competitorxs expectations.

1992

Hans-Heinrich Bendix – by now sole owner – moves the companyxs Head Office to the small village of Gross Loebke, near Hannover, where he has bought a previous dairy farm built at the turn of the century, which , with over 5000m² space, is large enough to accommodate the ever expanding requirements for office and warehouses.

1994

Barrique offers its retailers especially developed stainless steel barrels, called Kegs for the sales of their loose product. Inspiration for the concept came from traditional beer breweries, where these had been in use already for a long time for the storage and dispensing of draught beer by taking out oxygen. Of course beer keg principles rely on carbon dioxide to work, which is not desirable for the storage of wines!

Instead, Barrique develop a concept already in use for the manufacture of wine, which makes use of nitrogen that is especially cleansed for foodstuff preservation. This way, Barrique products can now go on sale through its retailers by offering perfectly preserved products to itsx customers in their attractive presentation from a barrel and amphora.

Oils and vinegars are added to the range. More and more Barrique develop their own bottle designs and other exclusive products, such as their own range of liqueurs. Barrique secures copyrights for many of its products .

1996

Hans-Heinrich Bendix carefully observes the changing market place. More and more large conglomerates squeeze individual retailers out of the market. He decides to act and takes the entire staff on a corporate retreat to Denmark:

The objective of the retreat in January 1996 is thorough brainstorming. All members of the team are expected to contribute and ideas are gathered, categorised and analysed. Here in Denmark a new idea is born that will determine the future of the company: Barrique Ltd decides in future to work with tied-contract partners on an exclusive basis in a pure Barrique shop. The corporate identity is completed with a byline, xThe Famous Art of Spiritx becomes the trademark. A second shop opens up in Hildesheim. As an entrepreneur with integrity Hans-Heinrich Bendix decides to carefully watch the progress of his second pilot shop before taking further steps. After all he is very much aware of what is at stake for his future contract partners and determines to only progress once he is confident to do so.

1997

After the first year of trading in Hildesheim, it has become abundantly clear success is even greater than anticipated! Hans-Heinrich Bendix opens further pilot shops in different locations to ascertain the solidity of the concept beyond doubt. A third shop opens in Heilbronn.
1998 In February three additional pilot shops open up in Hamburg and Paderborn. In May contract partner Gerhard Ruehr opens up a shop in the old town of Duesseldorf. The first meeting of all contract partners takes place in June. Together experiences are exchanged, criticism and praise expressed and the system to date is evaluated. These lead to further changes to develop the concept. Hamburg contract partner Thomas Andree test a new system developed by Barrique for the sale of additional products such as delicate oils, sauces and cocktails. For this the Keg principle, that has already proven itself for the sale of wine, is developed further. Again the system relies on the use of nitrogen, that preserves products from the harming contact with oxygen. Different draught systems are developed and the patent registered with the German Patent Authority. The Keg system becomes the backbone of the Barrique quality guarantee.

At the end of the year there are 13 pilot shops in existence in Germany. They provide a solid base for future development forecast.

1999

Every aspect and detail of the concept had been thoroughly tested and is now complete: logistical issues, food hygiene aspects, the Keg technology, a thorough understanding of different advantages and disadvantages of locations, the experience of the founding Barrique pilot shop contract partners, interior design, advertising, corporate design, training and development of contract partners, legal and technical advice.

Barrique start to proactively solicit future partners. During the 1999 Frankfurt Franchise Fair, Germanyxs xImpulsex Magazine votes Barrique as the best franchise concept of 1999.

2002

25 Barrique shops are in existence in Germany and Austria.

2003

Barrique opens its first shop in the U.K: Bodo Klingenberg and Preston Whitfield are running the pilot- shop in Bath with exorbitant success.

2004

Barrique starts in the Netherlands: Mr. Vincent van Hese will open his pilot-shop in May in Goes.