Beerwulf, Heineken’s online beer retailer, has launched its own marketplace in the Netherlands. Now third parties can sell products on their platform. Beerwulf’s new platform will be launched in the UK in 2023, followed by Germany, France and Italy.
Beerwulf was founded in 2017 under the wing of Heineken. The online beer retailer currently has localized online shops for 10 countries in Europe. In 2019, The Sub and Beerwulf, domestic tap retailer, were consolidated.
Expand the product offering through partners
Beerwulf has now launched its own marketplace model. It will offer products from established retailers as well as small breweries. Affiliates have to pay a commission to sell on the platform, which also offers billing, shipping, and customer service. More services will be added in the future.
Affiliates have to pay a commission.
Through partners, Beerwulf plans to expand its product offering into categories such as glassware, barware and snacks. It is not yet clear which partners have joined.
Launched in UK, Germany, France and Italy
The marketplace is currently only available in its home market, the Netherlands. In 2023, the platform will expand to the UK, followed by Germany, France and Italy.
Beerwulf wants to be the leading beer platform in Europe.
Beerwulf already has online shops in these countries as well as in Belgium, Austria, Spain, Portugal and Luxembourg. The retailer wants to become the leading B2C online beer platform in Europe.
‘Add new products and minimize stock management’
“Working with quality third-party suppliers allows us to quickly add new products to our range and even new related product categories at the click of a button. It also minimizes the need for additional inventory management on our end,” says Cindy Tervoort, Chief Executive Officer at Beerwulf.