How our partnership began
Credo acquired a 51% stake in 2016 to support Globus Wine’s growth and operational transformation. Globus had a great market position, solid profitability, and was big enough for many financial buyers, but had also reached its maximum capacity in terms of operations and leadership – a typical starting point for Credo.
The transformation
Our joint owner project was to transform a founder-led wine filler at full capacity into the leading category partner for wine in the Nordics, with the most competitive filling facilities in the market, as well as rapidly growing share of own brands. Let’s get to it.
Our basic strategic thinking was to use filler volumes through the cost leading facilities we built to lock in the world’s largest wine producers as the company’s clients, and to build Globus’ own private label brands on top of to boost margins and value. Globus built a clear category champion position, increasing the Danish market share for own brands from below 5% in 2016 to ca. 20% in 2021 (in % of volume).
Globus Wine was also a classic succession-case, and we built a new founder-independent management team from the ground up: CEO, CFO, COO and CMO.
Exit strategy
Credo successfully exited Globus Wine in 2022 by selling to Anora, a leading player in the Nordic wine and spirits industry. Anora was identified as the ideal strategic buyer, seeking to enhance its capabilities in wine filling and distribution. Credo’s investment and operational improvements at Globus Wine, including a state-of-the-art filling facility, positioned the company as an attractive acquisition.
