Beerwulf Launches Marketplace to become Europe’s leading beer platform

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One of Europe’s biggest beer platforms Beerwulf have launched a marketplace in the Netherlands, powered by Mirakl.

Beerwulf has launched its marketplace in only 4 months. In a context where 70% of consumers say online marketplaces are the most convenient way to shop, the marketplace model will enable Beerwulf to seamlessly expand the online platform internationally while responding to customer demand for a bigger product assortment. 

Customers will enjoy single check-out for mixed baskets, combining beers from multiple partners in one order. Through third-party sellers, Beerwulf also plans to grow its offering in the future to include additional relevant product categories such as glassware, bar accessories, and snacks.

Through the marketplace, Beerwulf, which is part of the Heineken Group, aims to bring a broader, highly curated assortment of quality beers to consumers and become the leading B2C online beer platform in Europe. It will provide third-party sellers of all sizes, including established beer sellers and small-scale breweries, with the opportunity to reach Beerwulf’s millions of customers in the Netherlands. The marketplace will then expand to the UK in 2023, followed by their other markets such as Germany, France and Italy in the coming years – countries that Beerwulf’s existing eCommerce operation already serves.      

For some of these sellers, the marketplace will function as an additional, new sales channel, offering them a welcome opportunity to diversify their online sales. For others, it provides the infrastructure to open their first direct-to-consumer channel without the hassle and cost of building their own online shop.

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. It also minimizes the need for additional stock management on our side. As the recognised industry leader in marketplace technology, Mirakl was the obvious partner to help us launch and scale our marketplace to become Europe’s number one B2C beer platform.

Cindy Tervoort, Chief Executive Officer at Beerwulf


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