*April 16, 2019 by Ecommerce News. About Cross-Border, Startups with tags Europe, The Netherlands.

Beerwulf, a Heineken-owned startup that sells beer online, will expand to more countries in Europe. The company will expand to the same countries where home tap retailer The Sub is already active. Last month, Heineken consolidated The Sub and Beerwulf.

Beerwulf, which started in the Netherlands in March 2017, is currently active in the Netherlands, Belgium, the United Kingdom, Germany and France. Soon, the ecommerce company will also be present in Italy, Switzerland, Austria, Spain and Portugal. Beerwulf will then be present in ten countries across Europe.

Pop-up stores
The startup is considering opening pop-up stores in the countries it is expanding to, just like it recently did in London. From 10 to 13 April, the online beer shop had a pop-up store at the Old Street Underground. With this initiative, the online beer shop wanted to work on its brand awareness.

Beerwulf operates as standalone company
It could help raise its brand awareness by explaining to the public that Heineken is behind it, but that’s not the way Beerwulf wishes to operate. Formally speaken, the famous brewer is only an investor, while Beerwulf operates as a standalone company. “The contact we have with Heineken is the kind you might expect from the relationship between startup and investor”, CMO Marc Scholten told Ecommerce News Europe last year. “They are one of the biggest brewers in the world with lots of craft beers. Of course we’re selling Heineken’s brands, but that has totally been our own choice.”

Winner of Best Starter Award
Last month, the company won an award during the prestigious Dutch award show The Shopping Awards. The company went home with the prize for best starter, one year after it was for that award for the first time.

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