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Retailers Lean Into Home Delivery Over The Holidays

January 8, 2021

Home delivery of beverage alcohol shifted into overdrive this holiday season. Retailers ramped up services to meet consumer and social needs amid the threat of a growing pandemic. “Home delivery sales have been exceptionally robust during the holiday season, progressively increasing with traditional holiday business surges,” says Sandra Spalding, director of marketing at Austin, Texas-based Twin Liquors. “In 2019, 20% of our stores were online. In 2020, 100% of our stores are online with our Twin Liquors app and holiday 2020 online sales have multiplied accordingly.

In response to Covid-19, Twin Liquors increased its delivery footprint substantially and shored up retail staffing to meet growing orders, while adding delivery drivers. “Twin Liquors—including our Sigel’s brand in Dallas—delivers out of more than 100 locations in Texas, spanning across Austin, Dallas, Houston, San Antonio, and many of the communities between,” Spalding says. “Last year, we were in a few pockets in Austin, Dallas, and San Antonio, delivering out of just a dozen locations.”

Westborough, Massachusetts-based Julio’s Liquors experienced a 43% increase in home delivery orders in 2020 from 2019 and consumers are spending more per order than they are in-store. “The average online order is $128, up 50% compared to last year,” says Julio’s owner Ryan Maloney. “A regular order is $65 overall.” During the holiday season, Julio’s was trending at approximately 75 deliveries a day, up from about 50 a day prior to Thanksgiving. Market Watch has more on the burgeoning delivery market.—Kevin Barry

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