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STATUS QUO

brand owners to shift channel investment into As we move into 2021, channel shifts will
e-commerce by necessity. The global rise of e- continue to evolve. E-commerce will remain
-commerce due to Covid-19 transformed the a critical investment, and going forward, will
channel into a critical component of market require a nuanced strategy that’s coordinated
strategies going forward. In the US, e-com- globally but deployed locally, taking local laws
merce alcohol sales are expected to conti- into consideration.
h average annual
nue to increase rapidly, with average annual
ue, 2020 to 2024.
growth of nearly 45% in value, 2020 to 2024.
Put into the wider market context, this me-
ontext, this me-
s will jump to
ans that online alcohol sales will jump to
e in 2020 and
1.6% of total off-trade volume in 2020 and
reach 6.9% by 2024.
Consumers have now be-
be-
come increasingly comforta- a-
ble with purchasing alcohol
online: IWSR data shows
that in the US, for example,
44% of alcohol e-shoppers
only started buying alcohol
online in 2020, compared to
19% in 2019. Nessun Dorma by Rupert Hörbst
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