Privacy Policy
Privacy Policy
1. General
This Privacy Policy applies to the BEERWULF e-commerce platform and services for consumers, available at https://www.beerwulf.com (the "Website") where we, Beerwulf B.V. (Stadhouderskade 80, 1073 AT Amsterdam, the Netherlands) ("Beerwulf") collect certain personal information. Beerwulf is part of the HEINEKEN group.
Please read this Privacy Policy carefully as it contains important information to help you understand our practices regarding any personal information that you share with us or that we collect otherwise in the context of using the Website and the services provided thereon ("Personal Data"’). Beerwulf ("we" or "us") is the controller of Personal Data collected and processed.
We respect your privacy, and we are committed to keeping your Personal Data secure and managing it in accordance with our legal responsibilities under applicable data protection laws.
2. What Personal Data We Collect and How We Use your Personal Data
You can use the majority of our Website without being required to share any Personal Data with us. However, for certain services and purposes of the Website, you need to share Personal Data with us. For example, for us to be able to process your orders or to send newsletters or other information to you. In addition to the Personal Data you are required to share with us, we collect certain information when you visit our Website, such as cookies, please see under 6. below.
We have specified Personal Data we collect, the purposes for which we use Personal Data and how long we will generally retain your Personal Data:
1) Processing your order to be able to process your payment and to deliver the requested product or service to you; We need your name, e-mail address, telephone number (in case we need to get in touch with you about your order), your or any other order recipient's postal address, and payment information.
The use of this Personal Data is necessary for the performance of our agreement with you, or to comply with legal obligations, such as tax and accounting rules. Our online sales records will be retained by us for 6 years or longer if required by tax or corporate bookkeeping.
2) Registration and creating an account on our Website; When you place an order on our Website, you can create a customer account or complete your purchase as a guest. When you choose to create an account, we require you to provide your name, email address, shipping and billing addresses, payment details, and phone number. Additionally, we retain transactional data, i.e., your order history and related transaction details.
If you choose to check out as a guest, i.e., without creating a customer account, we still require you to provide us with certain necessary information to process and deliver your order. This information consists of name, email address, shipping address and billing address, payment details, and phone number. However, we do not require you to create a password. We still retain transactional data, i.e., your order history and related transaction details.
If at some point, and after making (a) purchase(s), you decide to create a customer account and make a subsequent order, we can link this order to the contact details you previously provided for guest orders. We do this to avoid duplication of data and to ensure we can fulfill your purchase order. If you do not want us to retain this data, you can request us to remove this by contacting us, please see under 9. below.
We retain personal information for as long as necessary to fulfill the purposes for which it was collected. Customer information will be retained in accordance with applicable laws and regulations following the date of the customer's last order.
3) Customer Care; In the event of complaints or inquiries, you can reach us via the Website, email (service@beerwulf.com), or phone (+44 (0) 808 189 9853). For customer care purposes we will process your e-mail address, name and/or phone number, depending on how you contact us. We register your requests, inquiries, complaints, and our responses and other actions required in order to handle your request. Subject to your consent, we might record the calls when you reach out to us via phone.
Beerwulf will retain all information for 2 years after your question or complaint has been solved or the inquiry was closed.
4) Marketing; If you have subscribed to our newsletter, we use the email address you have provided to send you our newsletter ('opt-in') If you have ordered from us before, we may also send you newsletters to inform you of our other similar products that we think may be of interest to you ('soft opt-in'). If you no longer wish to receive any commercial messages from us, you can unsubscribe at any time by using the unsubscribe function in each e-mail message or you can contact us.
We use this Personal Data to promote our products and services, to improve sales and maintain or improve our business relationship with you. We ask prior consent before sending you commercial messages, unless where soft opt-in applies. We will retain Personal Data as specified under the relevant purposes for which Personal Data has been collected (e.g., newsletters, marketing). The Personal Data shall generally be deleted or anonymized two years after your last order on our Website.
5) Profiling and personalisation; Information about your purchases, your online searches and social media activity, clicks and views, your settings on our Website, the items in your shopping cart, your customer service requests and contact history can be combined by us. This information enables us to use different channels for relationship management and direct marketing of our products to you via personalised emails, postal mail, social media interactions, apps or online advertising, tailored to your preferences.
We use this Personal Data as it is necessary in our legitimate interests to be able to promote our products and services to our customers and website visitors, to enable us to attract more customers, and to improve the sales of our products. We will ask for prior consent when we are legally required to do so.
Personal information processed for (direct) marketing will be retained in accordance with applicable laws and regulations following the date of the customer's last order.
6) Information about your visit to and use of our Website; Using cookies and similar technologies, we collect certain information when you visit our Website, such as IP address, which web pages within the Website you visit, the type of internet browser you use, clicks and views the type of device you use, and the operating system you use. We also track if you have opened our newsletter and clicked any link included therein. This information enables us to build segments, i.e., groups of website visitors or customers with several common characteristics such as age group, category interest or region. We might add you to one of our segments. We may also use segments to show online advertisements or to send e-mailings that we think are relevant for you.
We will ask for prior consent before using analytical or tracking cookies. Please also see under 6. below, and our Cookie Policy for more information.
7) Maintenance and optimisation of our Website; Using cookies and similar technologies, some of the information we collected is used for maintenance and analysis of our Website to solve performance issues, to improve the availability and to secure the website against fraud (e.g. in case of repeated attempts to log-in or to make a purchase or if the purchase is made where there is non-compliance with our terms and conditions, e.g. by individuals under 18). The analysis also enables us to check whether the online ordering process works efficiently so we can improve, where possible.
We will ask for prior consent before using performance cookies. Please also see under 6. below, and our Cookie Policy for more information.
8) Participate in research activities; We may ask you to participate in research activities such as surveys, pilots, panels, focus groups, Net Promoter Score (NPS) surveys and other research activities. Depending on the research activity, we will collect and possibly share different sets of (pseudonymized) Personal Data. You will always be informed prior to the research activity what Personal Data we will collect, for what purpose we will collect, and if (and with whom) we share this Personal Data.
Depending on the type and nature of the research activity, we will collect Personal Data for research purposes either based on your consent, or our legitimate interest.
9) Allowing you to participate in sweepstakes, contests or other promotions; Certain Personal Data, such as name, email address and delivery address, will be processed to administer the sweepstakes, contests or other promotions, in which you may choose to participate. Some of these promotions have additional rules containing information about how we will use and disclose your Personal Data.
The use of this Personal Data is necessary for the performance of our agreement with you that governs the sweepstakes, contests or other promotions you participate in.
3. How We Share Your Personal Data
As a subsidiary of global company, we share Personal Data (e.g. name, email address, telephone number) and information we have acquired via cookies or similar technologies (“Cookie Data”) with HEINEKEN Group affiliates and subsidiaries for aggregated analytical and operational purposes, for (re)targeting, for developing behavior prediction models, the creation of consumer or look-a-like audiences (to the extent permitted by local law) and enrichment of existing customer profiles. We will only share such Personal Data and Cookie Data when we are allowed to do so by (local) law. This means that we will ask for prior consent, if this is the lawful basis we use, and rely on our legitimate interest if we are allowed to, for instance when we create insights using aggregated customer data to improve our marketing efforts.
We need to share Personal Data with certain third parties. These third parties are service providers, needed to provide us with a service or to (help us) provide or deliver the service or product ordered by you on the Website (including our third-party delivery provider) and to provide data analytics services. The service providers we work with include:
- Our logistics and Customer Care partners, such as third-party logistics offering fulfillment and delivery of our products, and ticketing systems for your inquiries.
- Payment service providers that will act as ‘controller’ to obtain and process payments made by you via the Website. Details about how these providers use your personal data are available in their respective privacy policies.
- In addition, we may use, disclose or transfer your information to a HEINEKEN group company in the event of any reorganization, merger, sale, joint venture, assignment, transfer or other disposition of all or any portion of our business, assets or stock (including in connection with any bankruptcy or similar proceedings).
- Independent debt recovery agencies, solicitors or other agents for the purpose of collecting monies due or outstanding on your account.
- In case HEINEKEN sells all or some of the assets or shares of a HEINEKEN group company to which Personal Data was transferred to a third party, your Personal Data may be provided to this third party.
- First and third-party advertising companies.
- Media agencies for marketing and research purposes.
- Social Media Providers, such as Facebook, Instagram or X.
These third parties may be based in The Netherlands, United Kingdom, France, Germany, Belgium, or in other countries in the European Economic Area (‘EEA’) or elsewhere in the world. When Personal Data is transferred by us outside the EEA we will ensure an adequate level of protection of the transferred Personal Data by ensuring the relevant legal safeguards are put in place.
We require service providers to use appropriate technical and organizational measures to protect the confidentiality and security of Personal Data.
We may also need to provide Personal Data to law enforcement bodies to comply with a legal obligation or court order.
4. Security of Personal Data
We will take appropriate technical, physical and organizational measures to protect your Personal Data from misuse or accidental, unlawful or unauthorized destruction, loss, alteration, disclosure, acquisition or access, that are consistent with applicable privacy and data security laws and regulations. However, no internet-based website or service can be 100% secure and we cannot be held responsible for unauthorised or unintended access that is beyond our control.
Our Website may contain links to other websites. We are not responsible for the privacy practices, content or security used by such other websites, which shall not be governed by this Privacy Policy. We advise you to always read the privacy policies on these other websites carefully.
5. Retention of Your Personal Data
We will retain your Personal Data for as long as legally required or for as long as necessary to provide you with any requested services or for any of the other purposes listed in this Privacy Policy. The specific retention terms are listed in this Privacy Policy for each of the relevant purposes. We will take reasonable steps to destroy or anonymise Personal Data we hold if it is no longer needed for the purposes set out above or after the expiration of the defined retention term.
6. Cookies
Part of the information referred to in this Privacy Policy is collected via our use of cookies and similar techniques. Cookies are small text files containingsmall amounts of information which are downloaded and may be stored on your user device, e.g. your computer, smartphone or tablet. Similar techniques we use are so-called pixels’ and can be used to track your interactions with the Website. These cookies and similar techniques are sometimes necessary to remember your account settings, language and country, but also enable us to measure and analyze your behaviour on our Website and for showing you personalized advertisements on our Website or on third party websites. Where required, you will be asked for consent to our use of cookies. To view more information on what cookies we use and how we use them please review our separate Cookie Policy.
7. Social Media
You may choose to share information on our Website via social media, such as Facebook, Instagram and X. This means that the information you share, with name and preferences, shall be visible to visitors of your personal pages. We advise you to carefully read the privacy policies of the social media parties as these are applicable to the processing of your Personal Data by these parties.
8. Children's Privacy
The Website is not intended for use by individuals under the age of 18 (or the applicable legal age for consuming the products in question). We do not knowingly collect Personal Data from individuals under the age of 18.
9. Your Rights to Access, Rectification, Deletion, Restriction and Data Portability
You have the right to request an overview of your Personal Data processed by or on behalf of us. You have the right to have your Personal Data rectified, deleted or restricted (as appropriate). You can exercise this right by contacting service@beerwulf.com. Please note that requests that do not meet the requirements set out by applicable law or BEERWULF guidelines may be requested to be re-issued or ultimately denied, and that certain Personal Data may be exempt from such access, rectification, and deletion requests pursuant to applicable data protection laws or other laws and regulations.
You have the right to receive Personal Data that you have provided to us in a structured, commonly used, and machine-readable format, and in certain circumstances we will, at your request, transmit your Personal Data to another controller where this is technically feasible.
10. Your Right to Object
You also have a right, in certain circumstances, to require us to stop processing your Personal Data, except where we have compelling legitimate grounds, we may continue processing your Personal Data. However, you have the right to object to our use of your Personal Data for direct marketing purposes, including profiling, and when you do so, we will accommodate your request. Where you have provided consent to our use of your Personal Data, you have the right to withdraw your consent without thisaffecting the lawfulness of our use of this Personal Data before your withdrawal.
11. Updates
We will keep this Privacy Policy under review and make updates from time to time. Any changes to this Privacy Policy will be posted on our Website page and to the extent reasonably possible, will be communicated to you.
12. Contact
If you have any questions, objections to our use of your Personal Data or a complaint about this Privacy Policy or about our handling of your Personal Data, you can mail service@beerwulf.com. You also have the right to file a complaint with your local data protection authority.
Last updated: July 2025