Heineken UK and Beerwulf split responsibility for Blade business

Heineken UK has increased its online presence of Blade, the countertop draught system, by integrating it into Beerwulf.com, the brewer's online consumer store.

Part of the Heineken Group, online e-commerce platform Beerwulf.com will now manage all direct-to-consumer sales, marketing and distribution, while Heineken UK will continue to service Heineken business customers through its sales teams and partner wholesalers.

The Blade beer system allows users to serve a freshly poured pint of draught beer without the need for a cellar and traditional equipment.

All consumer data currently held by Heineken UK will be securely transferred to Beerwulf, with customers informed of the change and given the option to opt-out four weeks prior to the transfer of data.

The Blade UK shop will close in three stages over the course of 2021 and moving forwards, Heineken UK and Beerwulf will work closely together on assortment, pricing, data sharing and marketing.

Head of Blade at Heineken UK, Otto Esser, commented: "We are pleased to announce our partnership with Beerwulf. We are confident they are best-placed to further promote the Blade business. With their extensive product range, knowledge of home draught and professional set-up, Beerwulf offers a lot of potential to further accelerate the success of Blade in the UK market."

Beerwulf's chief commercial officer Krijn Jansen added: "We are delighted to be adding Blade's direct-to-consumer activity to our business. Its innovative beer system is complementary to our current range of beer taps and we look forward to the exciting path ahead.

"There is a great momentum for home draught and our specialised teams are ready to service customers in the best possible way."