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13 January 2021

HEINEKEN UK has upped 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 ecommerce 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.

Blade is a cutting-edge beer dispense system that allows users to serve a freshly poured pint of draught beer, without the need for a cellar or traditional equipment.  Blade has proved particularly popular over the last nine months, with consumers still wanting the refreshing taste and experience of a freshly poured pint. A number of different beer brands and styles are available in eight litre kegs for Blade, and the range is continuing to grow.

For pubs, one of the key benefits is that Blade provides the technology for licensees to offer draught alcohol free beer. Heineken 0.0 was one of the first products available on Blade and has helped grow the popularity of alcohol free beer.

Head of Blade at HEINEKEN UK, Otto Esser, comments: “Incorporating Blade into Beerwulf’s online platform is good news for consumers as it will be much easier to browse, order and track their deliveries. With more people looking to emulate the experience of the great British pub at home with a freshly poured pint, we expect to see more people joining the Blade revolution.  And with a range of beers available from Birra Moretti through to Heineken 0.0, it shows that for consumers, it’s not just about the alcohol, it’s the enjoyment and aesthetics of a pint of crisp, cold and refreshing beer.”

Beerwulf’s CCO Krijn Jansen adds; “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.”

All existing customers have been made aware of the changes.