What De Wijnbeurs does

De Wijnbeurs (wijnbeurs.nl) is a Dutch direct-to-consumer online wine retailer founded in 1976, operating today as a trading name under parent e-Luscious B2C B.V. (registered in Gorredijk, KvK 01111860). The company serves individual Dutch wine consumers with a curated assortment across red, white, rosé, sparkling, and alcohol-free wines sourced primarily from France, Italy, Spain, Portugal, Germany, Austria, New Zealand, Chile, Argentina, and the US. Its principal differentiator is the in-house Blind Proefpanel, which blind-tastes every wine and admits only those scoring 'uitmuntend', backed by a 100% proefgarantie free-return policy.

The core product is the wijnbeurs.nl e-commerce storefront, built on Magento with performance optimization via Baqend, cloud infrastructure on Microsoft Azure, and analytics across Adobe and Google. Around the store, De Wijnbeurs has layered multiple engagement mechanics: Wijnpakketten curated by taste profile and country, the recurring Wijnabonnement subscription, the Wijnbeurs Plus paid membership that bundles free nationwide delivery, the Vatencollectief barrel-ownership concept, regularly organized Wijnproeverijen tasting events, an editorial Wijnbeurs Magazine, gifting lines (Wijncadeaus, Wijnkisten), tasting sets (Proefpakket), and exclusive campaigns such as Bordeaux Privé. Distribution is exclusively online, with PostNL handling next-day home delivery (including Saturdays) for orders placed before 16:00.

Revenue is generated principally through one-time wine sales on per-bottle unit pricing with six-bottle case minimums and progressive volume discounts, supplemented by subscription and membership recurring streams. Marketing is digital-first: SEO-optimized category pages by country, region, and grape variety; email newsletters with welcome incentives; paid search via Google Ads; and Facebook/Instagram brand presence, with Trustpilot (4.6/5 across 14,634 reviews) and Thuiswinkel Waarborg certification anchoring conversion trust. Payment acceptance spans iDEAL, Klarna, PayPal, Visa, Mastercard, American Express, and Apple Pay to minimize checkout friction in the Dutch market.

Name

De Wijnbeurs

Legal name

e-Luscious B2C B.V.

Website

https://wijnbeurs.nl

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

De Wijnbeurs is a Dutch direct-to-consumer online wine retailer (founded 1976, parent e-Luscious B2C B.V.) selling a blind-tasted, curated assortment of wines to Dutch consumers via wijnbeurs.nl, augmented by subscriptions, memberships, and a barrel-ownership concept.

Ownership category

akta.pro rank

Product category

Online Wine Retail

NAICS

Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

akta.pro secondary industry

Fine Wine & Luxury Spirits Retail (CRANABAE)

Keywords

• Online wine retail
• Wine subscription service
• Curated wine sales
• Wine home delivery
• Blind tasting selection

Headquarters

HQ city

Hilversum

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wine product sales: De Wijnbeurs generates revenue primarily through direct online sales of wines to consumers. Customers purchase wines individually or in multi-bottle cases. The store operates on a per-unit pricing model where wines are sold at fixed price points per 0.75L bottle, with discounts for case purchases.
2. Wijnabonnement (Wine Subscription): Recurring subscription service delivering curated wines on a regular basis to members. This provides predictable recurring revenue from engaged customers.
3. Vatencollectief (Barrel Collective): Unique barrel ownership concept allowing members to participate in wine acquisition and potentially benefit from appreciation. Generates revenue through membership fees and barrel participation purchases.
4. Lidmaatschappen (Memberships): Paid membership programs offering benefits such as free shipping (Wijnbeurs Plus), exclusive access to premium deals, and other privileges. Annual membership model providing recurring subscription revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

De Wijnbeurs (wijnbeurs.nl) is a Dutch online wine retailer that sells curated red, white, rosé, sparkling, and alcohol-free wines selected by an in-house blind tasting panel to individual consumers across the Netherlands. The core offering combines direct online wine sales with home delivery (next-day if ordered before 16:00) and recurring programs including the Wijnabonnement wine subscription, Wijnbeurs Plus delivery membership, and the Vatencollectief barrel-ownership concept.

Product overview

De Wijnbeurs (wijnbeurs.nl) is a Dutch online wine retailer operated by e-Luscious B2C B.V., offering a curated selection of wines across multiple categories (red, white, rosé, sparkling, alcohol-free) and wine regions (France, Italy, Spain, USA, and more). The core offering is the wijnbeurs.nl online store, supported by membership program Wijnbeurs Plus (free delivery subscription), the Vatencollectief barrel-ownership concept, a Wijnabonnement wine subscription, and regularly organized Wijnproeverijen tasting events. Additional offerings include Wijnpakket curated wine packages by taste profile and country, wine gift products (Wijncadeaus, Wijnkisten), a themed magazine (Wijnbeurs Magazine), tasting sets (Proefpakket), and the exclusive Bordeaux Privé campaign. All wines are blind-tasted by an internal tasting panel, and the company guarantees free returns (100% tasting guarantee) with next-day delivery on orders placed before 16:00 on business days.

Differentiator

Problem solved

Functional benefit

Products and services

• Wijnbeurs.nl Online Store E-commerce platform for purchasing wines online, featuring red, white, rosé, sparkling, and alcohol-free wines selected by an in-house blind tasting panel, with a 100% taste guarantee, next-day delivery, and access to subscription and membership options.
• Wijnpakket Curated wine packages organized by taste profile (complex/powerful, firm/soft/creamy, light/fresh/crisp) and by country (France, Italy, Spain), plus mix packages and seasonal selections such as the Zomers Borrel Wijnpakket.
• Wijnbeurs Plus Membership Paid annual membership granting free home delivery (excluding evening delivery) for one year from activation, saving €2.95–€5.95 per order.
• Vatencollectief Unique barrel-ownership concept letting members participate in acquiring and selecting wine from barrels, with potential benefit from appreciation.
• Wijnabonnement Wine subscription service delivering curated wines on a recurring basis; frequency and selection vary by subscription tier.
• Wijnproeverijen Wine tasting events organized regularly for customers and wine enthusiasts to experience curated selections.
• Wijncadeaus Gift sets including wine crates (Wijnkisten) and gift packages designed for gifting occasions.
• Proefpakket Tasting sets, such as the Henri Clerc Proefpakket and Primitivo Proefpakket, offering multiple bottles for discovery and comparison.
• Bordeaux Privé Exclusive campaign allowing customers to build their own 'Cru Classé' selection from Bordeaux.

Quantifiable outcome

• Next-day delivery for all orders placed before 16:00 on working days
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered core, parent, supporting and trust.

• PostNLcoreOthersPostNL is the primary logistics and delivery partner for De Wijnbeurs, handling all home delivery shipments across the Netherlands. They offer next-day delivery for orders placed before 16:00 and Saturday delivery coverage throughout the Netherlands.
• e-Luscious B2C B.V.parentOtherse-Luscious B2C B.V. is the parent company of De Wijnbeurs, registered in Gorredijk, Netherlands (KvK: 01111860). De Wijnbeurs operates as a trading name under this parent entity.
• BaqendsupportingTechnology or IntegrationBaqend provides website speed and performance optimization services for wijnbeurs.nl, including speed-kit, session management, and load balancing functionality to ensure fast page loads and reliable website performance.
• Microsoft AzuresupportingTechnology or IntegrationMicrosoft Azure cloud infrastructure powers the website's load balancing, server management, and AI buffer systems. Azure services including Azure AI buffer and load-balancing ensure website reliability and performance.
• Adobe (Analytics and Marketing)supportingTechnology or IntegrationAdobe Analytics and marketing tools are used for customer behavior tracking, A/B testing (via ABTasty), and website optimization. Adobe's privacy policy governs data handling for these analytics services.
• Google (Analytics, Ads, DoubleClick)supportingTechnology or IntegrationGoogle Analytics tracks website usage and traffic patterns. Google Ads and DoubleClick power paid advertising campaigns. Google Tag Manager manages analytics script loading. Google Privacy Policy governs data handling.
• Payment Providers (iDEAL, Visa, Mastercard, PayPal, Klarna, American Express, Apple Pay)coreOthersMultiple payment options including iDEAL, Visa, Mastercard, PayPal, Klarna, American Express, and Apple Pay are supported to maximize checkout conversion for Dutch consumers.
• Thuiswinkel WaarborgtrustOthersDe Wijnbeurs is certified with the Thuiswinkel Waarborg, a Dutch quality mark for reliable online shopping, providing consumer trust and confidence in the e-commerce platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Laithwaites: Long-established UK direct-to-consumer wine merchant using curated cases, wine clubs, and subscription programs. Strong business-model match (online-only, subscription/club, curated by experts) but focused on the UK rather than the Dutch market.
• Majestic Wine: UK specialist wine retailer with stores and online channels plus a wine subscription/club arm. Comparable as a multi-channel wine specialist serving enthusiast consumers, but UK-focused and with material retail-store operations unlike De Wijnbeurs's pure e-commerce model.
• The Whisky Exchange: UK online wine and spirits specialist with curated assortment and strong delivery logistics for enthusiast buyers. Comparable as an online wine/spirits specialist, though with a heavier spirits tilt and UK geographic focus.

Broad incumbents

• Albert Heijn: Largest Dutch grocery retailer with a substantial dedicated wine assortment and an advanced online shop with home delivery. Comparable as a competing off-premise wine channel to Dutch consumers, though breadth (groceries) and assortment philosophy differ from a curated specialist.
• Total Wine & More: Largest US independent wine, spirits, and beer retailer with a strong omnichannel presence and broad assortment. Comparable as a specialist off-premise alcohol retailer with curated and value tiers, though with a US footprint and large physical-store network.
• Jumbo: Second-largest Dutch grocery chain with a broad online wine assortment and active promotional pricing. Comparable as an off-premise wine competitor for Dutch household buyers, but operating at far greater scale and breadth than a specialist DTC operator.

Direct peers

• Wijnvoordeel: Dutch online wine club / subscription retailer that pioneered the high-volume curated wine-by-the-case model in the Netherlands. Closely comparable on business model (online-only, curated cases, subscription/club mechanics, blind-quality positioning) and on Dutch consumer target.
• Gall & Gall: Largest Dutch specialist wine and spirits retailer with both an extensive physical store network and a maturing online store. Directly comparable as a Dutch wine/spirits DTC channel with broad assortment and active promotions targeting the same Dutch consumer base as De Wijnbeurs.

Emerging players

• Vivino: Global wine marketplace and label-scanning app that combines a community ratings dataset with wine retail. Comparable as a digital-first wine discovery and purchase platform targeting similar enthusiast consumers, but with a broader international footprint rather than a national DTC operator.

Others

• Wine-Searcher: Global wine price comparison and marketplace aggregator used by enthusiast wine buyers to source bottles across retailers. Comparable as a digital channel competing for Dutch wine buyer attention and purchase intent, but operating as a marketplace/metasearch rather than a first-party retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/De.Wijnbeurs.Nederland
• Instagraminstagram.com/wijnbeurs.nl
• Xx.com/dewijnbeurs

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 De Wijnbeurs