The Heineken supply chain goes from the production units, through local distribution centers, to the wholesale and retail customers in the market. Heineken Netherlands Supply is interested in bypassing the distribution center in Germany when possible. It is expected that these so-called direct deliveries have the potential to save on transport-, handling- and storage costs. A system analysis defined the Direct Delivery model, and showed that there are sixteen future scenarios, based on choices for the contacting party, supply model, degree of pallet handling and carrier party. All sixteen scenarios were evaluated against several qualitative impact parameters, i.e. customer satisfaction, order complexity, warehouse complexity, and carrier performance. Also a case study was performed to calculate the quantitative impact parameters, i.e. supply chain costs. It was found that the supply chain cost savings are marginal, and that none of the sixteen scenarios have no expected decrease in quality. More detailed case studies are required to determine direct delivery feasibility.