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Heineken’s Beerwulf expands online beer marketplace

Heineken’s online beer retailer Beerwulf has teamed up with Mirakl in an effort to create Europe’s leading B2C online beer marketplace.

Using Mirakl’s technology and expertise, Beerwulf has revealed it can now expand the online platform internationally as well as offer a bigger product assortment.

The tie-up, which will give consumers the opportunity use a single check-out for mixed baskets and combine beers from multiple partners in one order, is set to also offer beer fans the chance to include glassware, bar accessories, and snacks.

Through the marketplace, Beerwulf 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 other markets such as Germany, France and Italy in the coming years.

For some breweries, the marketplace will function as an additional new sales channel, or a first direct-to-consumer channel without the hassle and cost of building their own online shop.

Speaking about the expansion, Beerwulf CEO Cindy Tervoort said: “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 minimises 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”.

Mirakl executive vice president of customer success, B2C Sophie Marchessou added: “We are delighted that, with our support, the Beerwulf Marketplace launches today after only four months in the making, and is now on track to offer the broadest curated beer assortment for consumers in Europe. Beerwulf is a pioneer. They understand the reality – that two-thirds of consumers prefer eCommerce sites with online marketplaces – and are responding to that demand”.

Interested sellers are invited to join the platform on the condition that they meet the company’s quality, compliance, and customer experience standards.

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