Table of Contents
Executive Summary
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- Overview
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- Figure 1: Shopping for alcohol online, by age and gender, August 2019
- Issues and opportunities
- The issues
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- Figure 2: Why consumers have not/would not buy alcohol online, August 2019
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- Figure 3: Alcohol delivery companies, by category
- Figure 4: Why consumers have not/would not buy alcohol online, August 2019
- The opportunities
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- Figure 5: Why consumers would shop for alcohol online, August 2019
- What’s next
The Market – What You Need to Know
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- Consumers still enjoy their adult beverages
- Food delivery services are on the rise
- Everyone is crowding the living room
- The ecommerce train is full-steam ahead
Market Breakdown and Perspective
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- Beer is still brewing
- Wine more
- Keep your spirits up
- Foodie fun
- The explosion of ecommerce
- What this all means for alcohol brands and services
Market Factors
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- Staying in just became cool
- Foodservice delivery is prime with opportunity
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- Figure 6: Postmates delivery robot dubbed “Serve”
- Trade wars leave consumers a bit on edge
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- Figure 7: Consumer Confidence Index
Key Players – What You Need to Know
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- Delivery services are quickly flooding the market
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- Figure 8: Alcohol delivery companies, by category
- Consumers need a hero
- Everything is better together
- Online grocery will influence online alcohol
- Bring in-store techniques to the online experience
What’s Working
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- Winc
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- Figure 9: Winc wine box subscription
- Bringing the (mini)bar to you
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- Figure 10: SaloonBox subscription box items
- Don’t sleep on Drizly
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- Figure 11: Drizly celebrating new markets in the US
Key Challenges
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- Consumers are drinking higher quality at lower consumption levels
- State laws can lead to a complicated organizational system
What to Watch
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- Online grocery growth
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- Figure 12: Free Whole Foods delivery from Amazon
- Exclusive offerings make the drinking occasion special
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- Figure 13: Zola and Diageo partnership
- In-store tricks can help online consumers
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- Figure 14: Binny’s Create-Your-Own Six Pack
- Louisiana pioneers the digital ID
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- Figure 15: Digital ID for Louisiana
The Consumer – What You Need to Know
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- Young males are currently purchasing alcohol online
- Women across age groups are interested in using online alcohol delivery services
- First impressions matter
- Guide consumers through the forest
Profile of Alcohol Consumers
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- Breathe deeply: most people are still purchasing alcohol
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- Figure 16: Which alcohol beverages consumers are purchasing, August 2019
- Young males are the most likely to use online alcohol services
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- Figure 17: How consumers typically shop for alcoholic beverages, by age and gender, August 2019
- Opportunity to win
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- Figure 18: General consumer use and interest for buying alcohol online, August 2019
- The future is female
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- Figure 19: Interest in buying alcoholic beverages online, by age and gender, August 2019
- Hispanic consumers are multi-channel shoppers
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- Figure 20: How Hispanic consumers shop, August 2019
- Empower them to feel educated and confident about their purchase
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- Figure 21: What Hispanic consumers want to see online, August 2019
How Consumers Buy Alcohol
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- Consumers continue to blend their online and offline life
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- Figure 22: Where consumers buy alcohol, by age and gender
- Which devices are used
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- Figure 23: How consumers order alcohol online
Motivations for Buying Alcohol Online
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- Get the basics right the first time around
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- Figure 24: Why any consumer would use online alcohol services, August 2019
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- Figure 25: Interest, by why consumer would use online alcohol service, August 2019
- Tools for successful purchases
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- Figure 26: Tools consumers are looking for from brands/services, August 2019
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- Figure 27: What consumers would like to see from brands/services, by interest, August 2019
Barriers to Buying Alcohol Online
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- More fees, more problems
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- Figure 28: Reasons consumers would not use online alcohol services, August 2019
- Consumers don’t know alcohol delivery services exist
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- Figure 29: Why consumers have not/would not use online delivery services, by interest, August 2019
- Alcohol delivery services hit a home run in urban environments
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- Figure 30: Environment, by why consumers have not/would not use online alcohol services, August 2019
- It’s tricky to deliver around state lines
Use and Interest in Online Alcohol Services
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- From where people prefer to buy
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- Figure 31: Delivery service type, by interest, August 2019
- Willingness to spend
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- Figure 32: Delivery fees, by usage August 2019
Occasions and Extras
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- Alcohol is always invited to the party
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- Figure 33: Occasion, by urban/rural environments, August 2019
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- Figure 34: Online alcohol occasion, August 2019
- Interested users’ occasions
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- Figure 35: Occasion, by interest in purchasing alcohol online, August 2019
- Extras in the basket
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- Figure 36: Extras consumers may purchase with online alcohol orders, August 2019
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- Figure 37: Purchase extras, by interest in future purchases, August 2019
- Special occasions are always an expansion opportunity
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- Figure 38: Purchase extras, by occasion, August 2019
Purchasing Habits for Online Alcohol
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- Frequency compared to online and non-online shoppers
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- Figure 39: Frequency of purchase for those who have purchased alcohol online, August 2019
- Younger consumers buy more frequently
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- Figure 40: Frequency of future purchases for those who have not purchased alcohol online, by age, August 2019
- Purchase timeframe
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- Figure 41: When consumers would purchase alcohol online, August 2019
- Figure 42: Purchase intent, by day of the week they would buy, August 2019
Attitudes toward Buying Alcohol Online
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- Curiosity is there, but action lacks
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- Figure 43: Level of agreement per statement concerning alcohol online, August 2019
- Younger consumers are most open to purchasing online, older consumers are unsure about security of delivery
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- Figure 44: Level of agreement per statement concerning alcohol online, by age, August 2019
- Men want delivery security, women want personalization
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- Figure 45: Attitudinal statements, by gender, August 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- Figure 46: Simmons NHCS Male Alcohol Purchasers Age 22-34
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- Figure 47: Simmons NHCS Female Alcohol Purchasers Age 22-54
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