US Alcohol Ecommerce Forecast 2023

Evolving Consumer Behavior Shows Potential for Long-Term Growth

Report Snapshot

Alcohol is one of the least popular food and beverage items consumers purchase online. But there’s a strong case for long-term growth as regulations ease and consumer behavior around digital grocery continues to evolve.

Key Question: What percentage of alcohol sales will occur online in the next five years?

KEY STAT: Ecommerce will account for just 5.0% of off-premises alcohol sales in 2027, but larger food and beverage trends suggest a higher ceiling for digital growth.

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Table of Contents

  1. Report Snapshot
  2. The pandemic accelerated online food and beverage growth, but alcohol was an outlier.
  3. Prolific growth in online grocery sales indicates long-term potential for online alcohol sales.
  1. Despite room for expansion, online alcohol delivery will never be essential like online grocery.
  2. Regulations around alcohol shipments and delivery are beginning to ease, and business models are evolving.
  3. Subscriptions are unlikely to drive serious growth.
  1. How should retailers and brands approach alcohol ecommerce?
  2. Sources
  3. Media Gallery

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Blake Droesch


Whitney Birdsall
Senior Forecasting Analyst
Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce

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