Macaronesian

Italy is the EU market with the highest penetration of premium gin (511,071 cases of 8.4 l).   Made with water filtered by volcanic rock, drop by drop, Macaronesian Gin arrives on the Italian market by the hand of OnestiGroup, marking the first international distribution agreement for this gin. Madrid, November 13, 2025.– Varma Spirits & Wines, the division of Varma specialized in the brand building and distribution of spirits and wines, announces its first international distribution agreement for its premium gin, Macaronesian Gin, whose marketing and distribution in Italy began on October 1, 2025 with OnestiGroup. This alliance is a key milestone in Varma’s internationalisation strategy and reinforces its ambition to take its brands beyond our borders. OnestiGroup is a renowned second-generation Italian family business, which shares with Varma a business vision, corporate culture and similar values. His solid track record in the hospitality sector and his experience in the Horeca channel will be fundamental for the distribution of Macaronesian Gin, which will be available both in the on-trade channel (hospitality) and in e-commerce in the Italian market. Italy: a strategic market with a strong Canary Islands connection Italy represents a strategic market for Varma and Macaronesian Gin. According to IWSR datai, it is the first most important market for premium gin in the European Union. In addition, the Italian consumer shows a clear preference for gins with a Mediterranean profile, a trend that is reinforced by the deep cultural connection and the significant tourist flow between Italy and Spain. In fact, of the 5.4 million Italians who visited Spain last year, more than 778,000 chose the Canary Islands, which represents about 15% of the total and underlines the strong affinity of this public with the culture of the archipelagoii. This direct connection with the Canary Islands makes the country a key territory for the expansion of Macaronesian Gin. Carlos Peralta, CEO of Varma Spirits & Wines, highlights the importance of this agreement: “Italy is a key market for us, due to its relevance in the premium gin segment and the deep cultural and tourist connection it shares with the Canary Islands. In OnestiGroup we have found a partner who understands the quality and essence of Macaronesian Gin, and who shares our vision and business values. This agreement marks an important milestone in our international expansion strategy and we are fully confident in the potential of Macaronesian Gin in this market.” The Canarian premium gin that will conquer the Italian palate Macaronesian Gin, with its claim “Canarias in a bottle“, encapsulates the authentic and exotic essence of the Canary Islands. Produced by hand, it is made with water of the highest purity filtered, drop by drop, through the volcanic rock and top quality botanicals inspired by the Laurisilva forest, offering a fresh, pleasant and moisturizing gin on the palate. Its iconic bottle, focused on premiumization, reflects the quality and elegance of its contents. Michael La Terriere, international commercial director of Varma Spirits & Wines, added: “We are convinced that Macaronesian Gin will be very well received by the Italian consumer, who values authenticity, quality and unique experiences. The combination of our botanicals, volcanic water and artisanal process, encapsulates the freshness and spirit of the Canary Islands. It is the perfect time to introduce this jewel in such a sophisticated market with a clear acceptance of Mediterranean products, offering an experience that evokes the ‘Italian aperitif’ in every sip.” Andrea Onesti, CEO of OnestiGroup, commented: “We are delighted to welcome Macaronesian Gin to our exclusive portfolio. This addition reinforces our presence in the premium gin segment, offering our partners a unique brand in terms of origin, history and production quality.” This agreement with Macaronesian Gin is the starting point of the international expansion strategy of Varma’s own brands, which will prioritise markets within the European Union. Learn more