Beerwulf launches its marketplace in the Netherlands

November 24, 2022 by
Frank Calviño

Heineken-owned online beer retailer, Beerwulf, has launched its first marketplace in the Netherlands. 

With this marketplace, third-party retailers can sell products on its platform. Beowulf's new platform has already announced it will enter the United Kingdom in 2023, followed by Germany, France, and Italy.

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Beerwulf was founded in 2017 by Heineken. This marketplace currently has localized online shops for 10 countries in Europe. In 2019, home tap retailers The Sub and Beerwulf were consolidated.

Beerwulf shouldn't be a Heineken-only experience 

One of the things Heineken has strived to achieve with Beerwulf from the start is to bring a broader but highly curated assortment of beers to consumers and work with third-party sellers of all sizes, including established beer sellers and small-scale breweries. 

With these third-party sellers, Beerwulf also plans to grow its offering beyond beer to include product categories such as glassware, bar accessories, and snacks.

“Joining forces with high-quality third-party sellers enables us to quickly add new products to our assortment and even new adjacent product categories with the click of a button,” said Cindy Tervoort, CEO at Beerwulf.

“It also minimizes the need for additional stock management on our side,” she added.

Like several other retailers launching as marketplaces, Beerwulf has partnered with a marketplace software company - in this case, Mirakl - on the launch to achieve a fast and successful implementation. 

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