Business in a bottle - beer fan imports world brews to Luxembourg
Nestled between brewing nations Belgium, Germany and France, beer is hardly in short supply in Luxembourg. But now, the choice will be even larger thanks to the launch of the Beer Club, a website importing beers from around the world and delivering them to peoples' homes.
“I think that beer is part of the culture here. There are some very good beers but they are quite similar. We wanted to offer more choice,” Beer Club founder John Sternon told wort.lu/en, adding: “There are also a lot of expats and we think it's a good idea to sell beers from where they come from. It helps you feel at home if you can find a beer from where you are from.”
As a Belgian national, beer is part of John's culture but he said he has also always been curious about trying non-Belgian beers. Prior to launching the business, he worked as a pilot, a job which allowed him to travel the world and taste some of the less commonly found brews.
A year ago, he came up with the idea for the Beer Club, which he launched this week with UK beer expert Simon Smallbone.
Currently, the platform offers a choice of 70 different bottled beers from a range of countries including Canada, Australia, US, Thailand, Morocco and the UK.
Customers can either order beers online or sign up to a three-month subscription whereby for 90 euros they receive nine different bottles of beer delivered to their door each month. Beers are selected based on the general tastes of the customer. At the same time, members will be able to participate in beer dining experiences. “In January we will do a curry night with beer tastings in an Indian restaurant,” John said.
The team is also open to new beer suggestions as they plan to expand the selection available. His goal, he said, is to import beers from smaller, less commercial breweries, of which there are a number in the north of France. “The goal at the end is to have the largest choice possible. What we're doing now is really the first steps,” John said.
And, if all goes to plan, one day he said he may open a specialist beer bar in Luxembourg, inspired by the Belgian bars.
Follow the Beer Club Luxembourg on Facebook and Twitter or visit www.beerclub.lu