Deliveroo partners up with Heineken to launch Brew House
Heineken has formed a partnership with Deliveroo, which means beer and cider is now available under a newly launched brand, Brew House.
The brewer said the new partnership would bring further support to its network of Star Retailer customers as Brew House launches across 15 of its partner stores in London, with a nationwide rollout planned by the end of the year.
The Brew House service, which can be accessed via the Deliveroo app, gives access to a host of Heineken brands, including Heineken, Birra Moretti, Kronenbourg 1664, Amstel, Tiger, Sol, Old Mout and Bulmers.
Using the same model as Deliveroo’s food delivery service, off licences and independent retailers will process customer orders for Heineken brands, which will be collected by Deliveroo riders and delivered to customers in just 20 minutes.
The news follows Deliveroo’s launch of its nationwide alcohol delivery service in June this year, which is reported to have seen “huge demand” for alcohol deliveries across the UK. The launch of Brew House is the first time a standalone alcohol brand has been created within the Deliveroo app.
Craig Clarkson, off-trade and category director at Heineken, said: "At Heineken we work continuously to create new opportunities that support our network of retailers. Deliveroo alcohol deliver has been hugely successful since its launch in June and we identified the service as the perfect partner to help our customers fully embrace the digital revolution and boost their sales. Brew House has been designed as a vehicle to bring retailers and shoppers closer and we are looking forward to seeing the service roll our with our customers across the nation."
Dan Warne, UK & IE managing director at Deliveroo, said: “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.
“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.”
Simon Amor, off trade sales director, Heineken, added: “We are thrilled to be linking up with Deliveroo to launch Brew House. We are working with customers from our Star Retailer programme so that customers can enjoy a cold beer or cider delivered straight to their door whether they are watching a match or just enjoying time with friends.”
In order to get involved and make the most of this partnership, Heineken said retailers will need to be located within Deliveroo's delivery zones and ensure their stores are well stocked with Heineken's Brew House products. Star retailers will be able to confirm Brew House orders via a tablet set up by Deliveroo before the local Roo rider picks up and delivers the order.
The partnership also represents "an incredible opportunity" for Star Retailer stores to drive sales on quieter week days from a premium product range, Heineken added.