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Alcohol E-Commerce Sales Hit $2.6 Billion In 2019

January 9, 2020

E-commerce spending on beverage alcohol reached $2.6 billion last year, according to a new report from Rabobank, but the industry remains underrepresented in terms of online sales and appears to have ample headroom for further growth.

Pure-play liquor retailers with their own e-commerce operations have so far been the biggest players in the space, with that channel reaching $1.1 billion in total last year, Rabobank said. Direct-to-consumer wine sales were the next-largest segment in the online alcohol realm, with sales up 9% to $950 million, while supermarkets and other general food and beverage retailers saw online alcohol sales more than double to $295 million over the past year. Alcohol marketplaces like Drizly and Minibar are also an increasing part of the mix, with sales up 60% to $265 million in 2019, according to the report.

Investing in e-commerce capabilities will be imperative for retailers as more beverage spending moves online in the coming years, Rabobank believes. Market Watch detailed the e-commerce initiatives taking place across the wholesaler tier in this recent piece.—Daniel Marsteller

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