Bottle Hero

Bottle Hero ApS operates as an online marketplace in Denmark, specializing in premium wine, craft beers, and spirits. Founded in 2022 and headquartered in Copenhagen, the company functions as a digital-first platform connecting consumers with a curated network of local specialty shops, wine merchants, and producers. This business model supports local Danish businesses by directing customer orders to its partners, thereby acting as a collective storefront for their inventories. Revenue is generated through this marketplace structure, where Bottle Hero facilitates the sale between its partners and the end consumer.

The company was established out of a desire to create a centralized platform that champions quality, character, and craftsmanship in the beverage industry. It aims to provide a space where passionate industry professionals can gain the recognition they deserve. In December 2024, Bottle Hero secured DKK 9 million in a funding round from a group of private investors, including Jens Wittrup Willumsen, Kræn Østergaard Nielsen, Emil Reeh, and Peter Foskjær, to fuel its growth. One of the founders, Lasse Bjørnestad, helped start the company to promote quality beverages while utilizing products that have already been produced and bottled.

Bottle Hero's core service is its e-commerce platform, which offers a vast, curated selection of beverages. The assortment is not based on sales data but on the expertise, taste, and authenticity assessments of its partners. This results in a diverse inventory that includes everything from world-renowned wineries to unique finds from small, artisanal producers. The product range spans classic and natural wines, experimental craft beers, and various spirits. To enhance the customer experience, the platform features the "Sommelier Universe," a section where respected sommeliers and industry experts like Timm Vladimir and Julie Brink Færch share personal recommendations, tasting notes, and food pairing suggestions, making expert knowledge accessible to both novices and connoisseurs. This feature, along with tasting boxes and unique bottle offerings, helps customers discover new products and understand their own preferences.

Keywords: online beverage marketplace, Danish wine market, craft beer e-commerce, premium spirits online, local wine shops, sommelier recommendations, curated alcoholic beverages, beverage delivery Denmark, supporting local retailers, online wine retailer, specialty spirits, Danish food & beverage startup, e-commerce marketplace, wine tasting notes, artisanal producers, alcohol e-commerce, Copenhagen startup, Lasse Bjørnestad, premium wine delivery, craft spirits Denmark