Ooberstock, a new drinks distribution business that claims to operate at lower cost than wholesalers while offering more transparency and flexibility, has kicked off its first week of trading with a host of big suppliers.

The business, founded by Arran Heal, operates an online ordering website in which brand owners can choose the price their product will be sold for, and alter it in order to target specific locations or types of retailer. Ooberstock charges a £24 delivery fee, as well as a volume-related commission. Brands also pay a commission based on volume.

Heineken, Coca-Cola Enterprises, Britvic, Budvar, Red Bull, SHS, Highland Spring and Wells & Young are between them selling more than 300 beer, wines and spirits and soft drinks from this week.

More wines from Bidendum and Cockburn & Campbell, as well as cask ale from SIBA, will become available next month, with spirits from four out of five of the spirits companies on sale by the end of the summer.

Ooberstock is targeting independent pubs and the hospitality sector in its first months. Off-trade retailers can also use the site, but Heal said the product mix would be better suited to them later this year. It will look at distributing pub-related foods in the autumn.

Because deliveries and storage are handled by Kuehne + Nagel Drinks logistics and Ooberstock doesn’t negotiate prices or have its own sales team, Heal said its operating costs were lower than a traditional wholesaler, allowing brand owners to make better margins.