Ton Overmars
Ton Overmars is an Amsterdam-based specialty wine and spirits retailer founded in 1971, operating five retail locations across Amsterdam and Bergen NH, an e-commerce site, and electric home delivery in Greater Amsterdam. It serves Amsterdam consumers, expats, gift buyers, and event hosts with 6,000+ SKUs and direct-import pricing.
- Company typePrivate
- Founded1971
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Ton Overmars does
Ton Overmars (legal entity Het Bier en Wijnbedrijf B.V., operating as Drankenspecialzaak Ton Overmars) is an Amsterdam-headquartered specialty wine and spirits retailer founded in 1971, currently operating five physical stores — four across Amsterdam (Hoofddorpplein 11, Gelderlandplein 20, Middenweg 57A, and the newer Beukenweg 12) and one in Bergen, North Holland. The business stocks more than 6,000 SKUs across wine, whisky, tequila, rum, cognac, gin, beer, accessories, and gifts, supported by a staff of three vinologists and four distilled spirits and beer specialists who provide in-store tasting and advisory service. Distribution runs through an omnichannel setup: in-store retail, e-commerce on tonovermars.nl, fully electric in-house delivery in Greater Amsterdam, and DPD/PostNL plus Bouw Logistics partnerships for the rest of the Netherlands and 10 additional European countries.
The commercial model is built around direct relationships with small winemakers, which underwrite an "11+1 gratis" (buy 11 get 1 free) promotion on all own-import wines and a price advantage on premium SKUs such as Hibiki Harmony (€104.99 vs. €134.95 at major competitors). Pricing is unit-based, includes 21% Dutch BTW, and offers free delivery in the Netherlands above €175 (€15 below) with a €40-50 minimum order. Customer segments span Amsterdam wine enthusiasts, the local expat community (about one-third of customers), gift buyers, and event/party hosts, with foot traffic at the flagship reaching 1,000+ customers per day in peak periods.
Beyond core retail, Ton Overmars monetizes a set of adjacent services: beer-tap and glassware rental for events, wine courses and tastings, organized wine trips to French regions, a multi-year pre-sale (en primeur) reservation program, gift packaging, and the Tony's Card loyalty program supported by a mobile app. The current owner has held the business since September 2017 and has driven the multi-store expansion, broader delivery footprint, and service-line build-out. The company has no disclosed funding rounds, no subsidiaries, no parent, and no evidence of AI/ML capability beyond standard e-commerce tooling; revenue is not publicly disclosed.
Ton Overmars firmographics
Firmographics- Name
- Ton Overmars
- Legal name
- Het Bier en Wijnbedrijf B.V.
- Website
- https://tonovermars.nl
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ton Overmars is an Amsterdam-based specialty wine and spirits retailer founded in 1971, operating five retail locations across Amsterdam and Bergen NH, an e-commerce site, and electric home delivery in Greater Amsterdam. It serves Amsterdam consumers, expats, gift buyers, and event hosts with 6,000+ SKUs and direct-import pricing.
- Ownership category
- akta.pro rank
Ton Overmars industry classification
Industry- Product category
- Wine & Spirits Retail
- NAICS
- Beer, Wine, and Liquor Retailers (44532)
- akta.pro primary industry
- Fine Wine & Luxury Spirits Retail (CRANABAE)
- akta.pro secondary industries
- Alcohol Superstores & Warehouse Liquor Retail (CRANAAAE), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where Ton Overmars is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices5 records
Markets served
Ton Overmars business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Wine and Spirits Sales: Core revenue from selling wines, spirits, whisky, beer, champagne and accessories through physical stores and online shop. Offering over 6,000 articles with own imports offering 11+1 free promotion.
- Equipment Rental: Rental of beer tap installations, 20-liter kegs, bar tables and rental glasses for events and parties. Delivery and pickup service offered.
- Pre-sale Wine Reservations: Advance purchase of wines that will be delivered 1-3 years later, requiring full payment within 6 months, or wines delivered within 12 months requiring 50% deposit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Regular wine and spirits pricing |
| Unit Pricing | Pay-as-you-go | Own Import 11+1 Free Promotion |
| Transaction based/ take rate | Pay-as-you-go | Delivery Costs |
| Subscription | Multi-year contract | Pre-sale Wine Reservations |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
Ton Overmars product offering
Product offeringCore offering
Ton Overmars is an Amsterdam-based wine and spirits specialty retailer (drankenspecialzaak) founded in 1971, offering over 6,000 articles including wines, whiskies, spirits (vodka, rum, tequila, cognac, gin), beer, champagne, alcohol-free beverages, accessories, and gifts. The company operates five retail locations (four in Amsterdam, one in Bergen NH), an e-commerce website, in-store tastings, equipment rental for events, wine courses, organized wine trips, and home delivery via an electric vehicle in Greater Amsterdam.
Product overview
Ton Overmars (Drankenspecialzaak Ton Overmars) operates as an Amsterdam-based wine and spirits retailer established in 1971, offering over 6,000 articles. The core product portfolio includes wines (red, white, rosé, champagne), spirits (whisky, tequila, cognac, armagnac, gin, liqueurs), beer, accessories, and gift packages. The business operates as a single unified retail brand supplemented by multiple services: equipment rental for events, wine education and tasting events, organized wine trips to French wine regions, advance wine sales, and a loyalty program (Tony's Card). The company emphasizes direct imports from small winemakers with a '11+1 gratis' promotional structure, operates multiple retail locations in Amsterdam, and provides home delivery services in Greater Amsterdam using electric vehicles.
Differentiator
Problem solved
Functional benefit
Products and services
- Wine (Wijn) Extensive wine selection including red, white, rosé, and champagne from France, Spain, Italy, Portugal, and other regions. The store offers over 6,000 wine articles with direct imports featuring the '11+1 gratis' (buy 11 get 1 free) promotion on own imports. Targeted at retail consumers, gift buyers, and event hosts.
- Spirits (Gedistilleerd) Wide range of distilled spirits including whisky, tequila (Don Julio, Clase Azul), rum (Diplomatico), cognac, armagnac, gin, vodka, and liqueurs. Targeted at individual consumers and gift buyers.
- Whisky Specialized whisky selection featuring Japanese whisky (Hibiki Harmony at €104.99, priced below major competitors at €134.95), Scotch whisky, and other international varieties. Targeted at whisky enthusiasts, gift buyers, and collectors.
- Alcohol-Free Beverages (Alcoholvrij) Non-alcoholic beverages including alcohol-free wines as part of an inclusive product range. Targeted at consumers seeking quality non-alcoholic options for personal consumption or events.
- Gifts (Cadeaus) Gift packages and wrapping services for wines and spirits, with special holiday gift offerings. Targeted at consumers purchasing wines and spirits as gifts.
- Accessories (Accessoires) Wine and spirits accessories including glassware and other drinking paraphernalia. Targeted at retail consumers and gift buyers.
- Equipment Rental (Verhuur) Rental service for beer tap systems, 20-liter kegs, bar tables (statafels), and rental glasses for parties and events. Delivery and pickup service offered. Targeted at party hosts, event planners, and small hospitality organizers.
- Wine Courses and Tastings Wine education and tasting events including wine courses and professional tastings offered to customers. Targeted at wine enthusiasts seeking to deepen their wine knowledge and consumers building buying confidence.
- Wine Trips (Wijnreizen) Organized wine travel experiences including cycling trips through French wine regions (Champagne to Côte d'Azur) and visits to partner wineries. Targeted at wine enthusiasts and loyal customers seeking curated wine tourism experiences.
- Pre-Sale Wines (Voorverkoop) Advance purchase service for wines that will be delivered 1–3 years later, with special payment terms (full payment within 6 months for 1–3 year forward delivery; 50% deposit for wines delivered within 12 months). Targeted at collectors, enthusiasts, and wholesale buyers seeking allocated wines.
- Home Delivery Delivery service in Greater Amsterdam with a fully electric vehicle (Renault) for eco-friendly home delivery, free over €175 within the Netherlands, with 48-hour delivery for orders placed before 12:00 PM. Larger orders (~60+ bottles or pallets) delivered via Bouw logistics from Nijkerk. Targeted at Amsterdam retail consumers and nationwide Dutch customers.
Quantifiable outcome
- 1,000 customers per day at Hoofddorpplein location during peak periods
- +1 more outcomes
Companies that use Ton Overmars
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Ton Overmars technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Ton Overmars partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Chateau GuilhemcoreWine producer from Limoux, France, founded in 1791 by Marquis Edmond d'Auberjeon. Currently in 5th generation. Ton Overmars imports their BIO, Vegan, and fully sustainable Chateau Guilhem Limoux Chardonnay with environmentally friendly packaging.
- Hibiki (Suntory)minorJapanese whisky brand owned by Suntory. Ton Overmars sells Hibiki Harmony at €115 compared to €134.95 at major competitors.
- Small Wine FarmerscoreWorking primarily with small winemakers, visiting them regularly to source quality wines. Enables competitive pricing through direct import relationships.
Scale indicators5 records
Recent moves2 records
Expansion highlights5 records
Ton Overmars competitors and assessment
Company assessmentEmerging players
- De Bierkoning: Amsterdam-based beer specialist retailer with deep selection and online ordering. Comparable as a Dutch beverage specialty store focused on category depth, though narrower (beer-only) than Ton Overmars' multi-category mix.
Broad incumbents
- Albert Heijn: Largest Dutch supermarket chain and a major off-premise alcohol seller. Comparable as a competitor for everyday wine and spirits purchases, though assortment is far broader and predominantly value-positioned.
- Gall & Gall: The Netherlands' dominant liquor store chain, owned by Ahold Delhaize. Directly comparable as an off-premise beer, wine, and spirits retailer, but operates at vastly greater scale across physical stores and online, including D2C delivery.
Direct peers
- Mitra: Dutch liquor store franchise chain specializing in beer, wine, and spirits. Directly comparable specialty off-premise retailer; Ton Overmars even absorbed a former Mitra location at Beukenweg when expanding.
- Drank.nl: Dutch online drinks retailer offering beer, wine, and spirits with home delivery. Comparable as a multi-category alcohol retailer competing in Dutch e-commerce delivery.
- Slijterij Henri Bloem: Long-established Dutch wine specialty retailer with multiple stores and a curated premium assortment. Closely comparable on specialty retail positioning, premium assortment, and in-store advisory experience.
- Wijnhuis Rijk: Dutch wine specialty retailer with physical stores and online sales focused on curated, often imported wines. Comparable assortment-led wine retail proposition targeting Dutch consumers.
- Wijnvoordeel: Large Dutch online wine retailer with broad assortment and subscription-style offers. Comparable as a wine-led multi-channel retailer targeting Dutch consumers with value-positioned wines.
Regional players
- Berry Bros. & Rudd: UK-based fine wine and spirits merchant with a multi-century heritage, premium private imports, and en primeur offerings. Comparable on premium positioning, direct winery sourcing, and pre-sale wine programs, though primarily serving the UK market.
- Caves de Pyrénées: French specialty wine retailer with curated regional selections and advisory service. Comparable as a fine-wine specialty retailer with strong direct-producer relationships, though focused on the French market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Ton Overmars social profiles
Digital presenceTon Overmars financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ton Overmars leadership team
Management profileNumber of profiles
Profiles1 record
Ton Overmars funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ton Overmars M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ton Overmars
What does Ton Overmars do?
Ton Overmars is an Amsterdam-based wine and spirits specialty retailer (drankenspecialzaak) founded in 1971, offering over 6,000 articles including wines, whiskies, spirits (vodka, rum, tequila, cognac, gin), beer, champagne, alcohol-free beverages, accessories, and gifts. The company operates five retail locations (four in Amsterdam, one in Bergen NH), an e-commerce website, in-store tastings, equipment rental for events, wine courses, organized wine trips, and home delivery via an electric vehicle in Greater Amsterdam.
Is Ton Overmars a public or private company?
Ton Overmars is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ton Overmars founded?
Ton Overmars was founded in 1971. It employs 11 to 50 people.
Where is Ton Overmars based?
Ton Overmars is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Ton Overmars make money?
Three revenue lines are on record. Retail Wine and Spirits Sales are the primary driver. The others are equipment Rental and pre-sale Wine Reservations.
Who are Ton Overmars's main competitors?
De Bierkoning is listed as an emerging player. Broad incumbents are Albert Heijn and Gall & Gall. Direct peers are Mitra, Drank.nl, Slijterij Henri Bloem, Wijnhuis Rijk and Wijnvoordeel. Regional players are Berry Bros. & Rudd and Caves de Pyrénées.
Does Ton Overmars have an API?
No public API is recorded for Ton Overmars.
What industry is Ton Overmars in?
Ton Overmars's product category is Wine & Spirits Retail. Its primary akta.pro industry code is CRANABAE, Fine Wine & Luxury Spirits Retail, with a secondary code of CRANAAAE, Alcohol Superstores & Warehouse Liquor Retail. Its NAICS code is 44532.