In an unprecedented move, Heineken Group will partner with Deliveroo to deliver beer straight to customer’s doors, offering a direct to customer retailer route for the first time.
The alcohol giant, which owns brands like Birra Moretti, Kronebourg 1664, Amstel, Bulmers and Old Mout, will be launching the service this month in London across 13 sites, but will expand nationwide by 2017.
Brew House, which Heineken Group launched for this new partnership, will be the brand through which consumers are able to purchase beer directly through the Deliveroo app.
Delivery drivers will collect the delivery from licensed independent alcohol retailers who process the order from Brew House, in the same model as its wildly successful restaurant delivery system.
The Brew House brand will sit within the Deliveroo app, marking the first time a standalone alcohol brand has been available on the service.
“At Deliveroo we are always looking for new ways to innovate. This brand partnership and creation of the Brew House marks an extremely exciting addition not only to our alcohol offering, but the business as a whole,” Deliveroo UK & IE managing director Dan Warne said.
“Heineken is a fantastic brand partner and by working together we are able to deliver its products straight to customer’s doors for the very first time. We are confident that Brew House will be hugely popular – especially as people look to create the perfect nights in for this season’s football.”