Beerwulf Catherine Safaya
“Can a HEINEKEN-backed DTC beer e-commerce platform build a frictionless, pan-European consumer beer subscription and home-draught experience?”
HQAmsterdam, Netherlands
IndustryE-commerce / Retail
The story
Beerwulf B.V. is a HEINEKEN Group subsidiary operating a direct-to-consumer e-commerce platform for beer products, including home draught machines, across multiple European markets. The platform accepts payments online and ships directly to consumers aged 18+. Catherine Safaya served as CFO and has since moved on to fractional CFO roles at other scale-ups. The embedded finance footprint is limited to payment acceptance via Stripe and a QuickBooks Enterprise accounting integration via third-party connector.
Last 12 months
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Product timeline
2017
Beerwulf B.V. launched as a direct-to-consumer online beer marketplace under the HEINEKEN Group umbrella, offering home draught beer machines and a wide range of beers across Europe.· pivot
The stack
2 layers disclosed in Beerwulf Catherine Safaya’s embedded-finance stack
Payments / PSP
Accounting
in the full report
Accounting gap: minor
1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.