Mitra

What Mitra does

Mitra (legal name: Mitra, doing business as Mitra Drankenspecialzaken) is a privately held Dutch specialty beverage retailer headquartered in Vianen, Netherlands, founded in 2012. The company operates a national network of 103 retail stores across the Netherlands (drankenspecialzaken) together with an e-commerce webshop at mitra.nl that supports same-day home delivery (free above €75) and free in-store pickup. Mitra's assortment covers the full premium alcoholic beverage spectrum: 415+ wines, 500+ whiskies, 500+ specialty beers from 75+ brands across 15+ countries, 1,174+ spirits, aperitifs (port, sherry, vermouth), mixers including premium tonics and ready-to-serve cocktails, and 178 gift articles and gift cards in €5-€50 denominations. Average bottle pricing spans from under €5 to above €100, with a pay-as-you-go unit-pricing model and no disclosed subscription or membership fees for standard purchases.

Name

Mitra

Legal name

Mitra

Website

https://mitra.nl

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mitra is a Dutch specialty beverage retailer operating 103 stores across the Netherlands plus the mitra.nl e-commerce platform, selling wine, whisky, beer, spirits, mixers, and gifts to Dutch consumers with party-service, loyalty, and tasting-event offerings.

Ownership category

akta.pro rank

Product category

Specialty Beverage Retail

NAICS

Beer, Wine, and Liquor Retailers (4453)

akta.pro primary industry

Alcohol Subscription Clubs & Membership Retail (CRANAAAI)

akta.pro secondary industry

Alcohol Gift, Basket & Specialty Packaging Retail (CRANABAG)

Keywords

• Specialty beverage retail
• Alcoholic beverages
• Wine retail
• Beer wholesale
• Party services

Headquarters

HQ city

Vianen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Beverage Sales: Mitra generates revenue through retail sales of alcoholic beverages including wine (415+ products), whisky (500+ products), beer (500+ products), distilled spirits (1174+ products), aperitifs, mixers, and gift items. Revenue is derived from in-store purchases and e-commerce orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Mitra is a Dutch specialty beverage retailer that sells alcoholic drinks — wine, whisky, beer, spirits, aperitifs, and mixers — plus gift packages through 103 physical stores nationwide and an online webshop. The company also provides party rental services (glassware, taps, tables, drink delivery), over 1,000 annual tasting events, and a Mitra Member loyalty program supported by a mobile app.

Product overview

Mitra is a Dutch beverage specialty retailer operating both online and through 103 physical stores across the Netherlands. The company offers a comprehensive portfolio of alcoholic beverages organized into core product categories: Wine (wijn with 415+ articles), Whisky (500+ articles), Beer (bier with 500+ specialty beers from 75+ brands), Spirits (gedistilleerd with 1,174 articles), Aperitifs (aperitieven), Mixers (mixdranken), and Gifts (cadeau). The product ecosystem is unified through an online platform that provides e-commerce, store locator, loyalty program (Mitra Member), tasting event bookings, recipe content (culinary and cocktails), party services, magazine, and podcast. Physical stores offer in-store tastings, proeverijen (tasting events), and party rental services. Mitra positions itself as a specialist with expertise-focused services including culinary pairings and over 1,000 annual tasting events.

Differentiator

Problem solved

Functional benefit

Products and services

• Wijn (Wine) Full range of wines including red, white, rosé, sparkling, and alcohol-free varieties sourced from France, Italy, South Africa, Spain, Germany, and other countries; over 415 articles available. Sold to Dutch consumers via 103 stores and online.
• Whisky Over 500 whisky varieties including Scotch, Irish, Japanese, American, and Dutch whiskies spanning blends, single malts, grain, bourbon, and Speyside/Highland/Islay malts. Targeted at whisky enthusiasts across the Netherlands.
• Bier (Beer) More than 500 specialty beers including tripel, IPA, quadrupel, wheat, Belgian blond, and seasonal/limited editions, sourced from 75+ brands across 15+ countries such as the Netherlands, Belgium, Germany, the UK, and Scotland.
• Gedistilleerd (Spirits) Distilled spirits including liqueur, rum, gin, cognac, vodka, tequila, brandy, jenever, and limoncello, with over 1,174 articles available across brands like Licor 43, Bacardi, Bols, De Kuyper, and Hooghoudt.
• Aperitieven (Aperitifs) Aperitif assortment featuring port, sherry, vermouth, cocktails, Madeira, and Marsala, with 82 articles from brands such as Kopke, Calem, Osborne, Barbadillo, and Burmester.
• Mixdranken (Mixers) Mixers including tonics (Indian, Light, Elderflower, Mediterranean), ginger beer, ginger ale, premium mixers, and ready-to-serve cocktails from brands like Fever-Tree, Coppa Cocktails, De Kuyper, Lavish, and Tails.
• Cadeau (Gift Packages) Pre-packaged gift sets for wine, beer, spirits, aperitifs, and cocktails, plus Mitra gift cards in denominations of €5, €10, €15, €20, €25, and €50; 178 gift articles available.
• Partyservice (Party Service) Event supply service providing rental of glassware, beer taps, and tables, plus beverage delivery and setup assistance at the customer's location; unopened bottles can be returned. Targeted at households and small-event hosts across the Netherlands.
• Proeverijen (Tasting Events)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Total Wine & More: Total Wine & More is the largest US multi-store specialty beverage retailer with deep assortment and in-store expertise. It is an internationally comparable analog to Mitra's specialist, multi-store 'drankenspeciaalzaak' model, though operating at much greater scale.
• Jumbo: Jumbo is a leading Dutch grocery chain with a strong beer and wine offering and an online delivery platform (jumbo.com). It competes with Mitra for everyday alcohol purchases but does not match Mitra's specialist tasting events or party services.
• Albert Heijn: Albert Heijn is the Netherlands' largest supermarket chain and a major off-premise alcohol seller through dedicated wine and beer sections (including AH XL and ah.nl delivery). It competes with Mitra on convenience and price while lacking the specialist tasting and assortment depth.
• Hanos: Hanos is the Netherlands' leading cash-and-carry/HoReCa wholesaler for beverages and food. While primarily B2B, it overlaps with Mitra as a broad Dutch alcohol distributor servicing catering and party/event consumption adjacent to Mitra's partyservice.

Direct peers

• Drankgigant.nl: Drankgigant.nl is a large Dutch online-only specialty liquor retailer carrying wine, beer, whisky, and spirits. It overlaps directly with Mitra's e-commerce proposition and competes for Dutch at-home drinkers seeking broad assortment and home delivery.
• Dirck III: Dirck III is a Dutch online wine specialty retailer offering curated and premium wines with home delivery. It is comparable to Mitra's wine category as a specialist competing for Dutch wine enthusiasts who prefer online ordering.
• Gall & Gall: Gall & Gall is the Netherlands' largest specialty liquor store chain, owned by Ahold Delhaize. It is the most directly comparable peer to Mitra as it operates a similar multi-store 'drankenspeciaalzaak' model across the same country with a comparable wine, beer, and spirits assortment.

Emerging players

• Wijnvoordeel: Wijnvoordeel is a Dutch wine subscription and online wine club focused on recurring shipments of selected bottles. It overlaps partially with Mitra's wine assortment and competes for casual Dutch wine drinkers seeking low-friction replenishment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mitra