Heineken partners with Deliveroo

Heineken has teamed up with Deliveroo to launch a dedicated route-to-market for the giant brewer’s beers and ciders.

It has set up a new ‘Brew House’ brand, that will be listed as a separate retail outlet on the Deliveroo app and website, through which shoppers can buy Heineken’s brands including Heineken, Birra Moretti, Kronenbourg 1664, Amstel, Old Mout and Bulmers.

It comes after the company signed up 15 new off-licenses and convenience stores (13 in London, one in Bath and one in Cardiff) who already stock Heineken products and have an existing relationship with the brewing giant. They will only supply Heineken products, a spokesman confirmed, and new sites, which are unnamed on the site and come under the Brew House brand, are expected to be added by the end of the year.

Deliveroo’s managing director Dan Warne said the brand partnership marked an “extremely exciting addition” to its alcohol offering as well as the business as the whole.

Heineken’s off-trade sales director Simon Amor, said it was excited to launch the delivery service. “We are working with customers from our Star Retailer programme so that consumers can enjoy a cold beer or cider delivered straight to their door whether they are watching a match or just enjoying time with friends,” he said.

The roll out marks a step up of the delivery company’s ambition by delivering targeted brands direct to consumer, rather than from named on- and off-trade outlets, but Deliveroo did not comment on whether it was looking to roll out further direct-to-consumer routes for other drinks brands to its portfolio.

The company formally announced the roll-out of its stand-alone alcohol delivery service in July on the back of partnerships with eight Majestic stores within the M25, 20 Brewdog sites nationally and a number of independent wine merchants including Jeroboams’, Lea & Sandemans and The Sampler in London.  The announcement came after the company quietly built a critical mass of around 100 drinks partners, which it told db was set to surpass 160 booze retailers by the end of quarter three. Previously, customers could only order drinks from the restaurants they ordered food from.

The delivery business also said it was targeting independents wine merchants, craft beer shops and bars across the UK, as it looks to to extend its reach into new areas.