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Legacy brand Bols migrated to sell D2C at scale

bols card photo

Founded in 1575, Bols has been found in bars, restaurants and planes around the world for many years. Having recently developed a new range of at-home products, the brand decided it wanted to sell direct-to-consumer and on an international scale. Engaging with customers and creating content on its new product range was crucial for the brand.  

Bols reached out to Shopify Plus agency, Story of AMS, based in Amsterdam to help. Within just three months, Bols upgraded to Shopify Plus and now sells both B2B and B2C online. Using a headless setup, the brand uses a custom storefront that enables flexibility with the site’s design and layout so that Bols can deliver content rich experiences for its customers. The brand now regularly updates its site with recipes and at-home food and beverage tips and has built a community of organic followers.

Shopify Plus enables us to focus on telling the brand story instead of tedious technology-related stuff like performance during peak traffic. The intuitive dashboard enables us to manage different storefronts and launch new products in different markets which saves us a lot of overhead and training.


Joris van der Spek — Global eCommerce Manager


Food and beverage


Story of AMS

Previous platform


Use case

Replatforming and Upgrades, Multi-channel and Omnichannel

With Shopify, Bols saw results fast.


Countries sold to using 2 global stores


Increase in page speed using a headless Shopify Plus setup


less time spent on finance and project management through automation

Join the ranks of brands changing food and beverage every day.

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What business challenges are you dealing with? We can help.Get in touch