In 2018, e-commerce accounted for 1.8% of the value of all alcoholic drinks sold across the globe, a new study has revealed.
The IWSR Drinks Market Analysis report found that wine has harnessed the power of this medium most effectively, compared with other alcoholic beverages.
Sales of wine through digital channels amounted to US$8 billion (€7.12 billion) in 2018, accounting for 3.6% of the value of all wine sales.
In the UK, online wine sales accounted for 6.5% of the total sales value.
The rapid expansion of wine sales through e-commerce has threatened the viability of independent 'bricks and mortar' wine stores in the UK, the study pointed out.
Recently, Majestic Wines announced plans to sell off much of its retail estate to focus on its online business, Naked Wines.
The Spirits Category
In the spirits category, sales in the online space amounted to US$6.5 billion (€5.8), or 2% of the total value of global sales.
E-commerce was reported as the fastest growing channel in Pernod Ricard, according to the study.
Direct selling through company-owned online platforms was found to be less effective than partnerships with established online retailers offering delivery services.
Online Marketplace
The study also found that the online marketplace for alcoholic beverages was developing differently in different markets.
Chinese internet users were found to be quicker to adopt e-commerce for alcoholic beverages, with 800 million consumers opting for the channel.
In 2018, around 6.5% of off-premise beverage alcohol was ordered online in China.
Online sales now account for 9% of the sales value of all off-premise wine sales in the country, while spirits account for almost 4%, the study revealed.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
