The Bierothek® is expanding its online trading to include two existing online shops through the acquisition of Bier-Deluxe and Biermarket. The Beer Deluxe Shop, which specializes in foreign craft beers, and the Biermarket shop, which specializes in traditional German beers, will continue to operate as independent brands under the umbrella of the Bierothek®. Purchasing and logistics are bundled in the Bierothek® central warehouse at the headquarters in Bamberg.
The Bamberg beer specialty retailer Bierothek® takes over the Bier-Deluxe online shop ( www.bier-deluxe.de ) and the Biermarket online shop ( www.biermarket.de ). Through the takeovers, the Franconian beer company wants to further increase its online reach and offer its customers an even broader range of products. “Bier-Deluxe and Biermarket both not only have a relevantly large organic reach, but also a loyal customer base, which we now want to serve even better from our Bamberg central warehouse,” says Bierothek® managing director Christian Klemenz, explaining the reasons for the purchase of the two online shops.
The online retailer Bier-Deluxe, founded in 2012 by Guido Lange and Erik Schnickers, was one of the pioneers in the then young German craft beer scene. The Bier-Deluxe brand gained great popularity early on through TV advertising and brought many German beer consumers into contact with craft beer for the first time. Since its founding, the online shop Biermarket, which was launched in 2018, has focused more on traditional beer styles from medium-sized German breweries. Through a sophisticated SEO strategy, Biermarket quickly achieved high visibility and reach in online beer trading.
The Bierothek® is now moving the fulfillment of the two online shops to its Bamberg central warehouse, from which the Bierothek® online shop is also served. By bundling and centralizing, the Bierothek® hopes to achieve further synergy and economies of scale.
