Heineken and Deliveroo have unveiled a new partnership, which will see the two launch a new brand through which consumers will be able to order beer and cider directly to their homes.
Brew House launched in London today, and will be rolled out across the rest of the UK by the end of the year. The scheme gives customers the chance to order alcohol, and have it delivered within 20 minutes.
It is believed to be the first time an alcohol brand has offered a direct to customer retail route.
Brew House will sit within the Deliveroo app. Using the same model as Deliveroo’s food delivery service, off licenses and independent alcohol retailers will process customer orders for Heineken brands, which will be collected by Deliveroo riders and delivered to customers.
A range of Heineken products will be available to order, including Heineken, Birra Moretti, Kronenbourg 1664, Amstel, Old Mout and Bulmers.
The tie-up follows similar deals Deliveroo made with Majestic Wines and BrewDog over the summer.
Simon Amor, Heineken UK’s off-trade sales director, said: “The home delivery market for restaurant food has boomed in recent years, and there is a significant opportunity for us as a drinks company to grow within the delivery sector.
“Our collaboration with Deliveroo enables us to enter this fast growing market, whilst building on our relationships with our key retailers and giving our consumers the chance to have the convenience of Heineken brands delivered to their door.”
Dan Warne, Deliveroo’s UK & Ireland managing director, 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.”