Online alcohol e-commerce platform DRINKS reveals that nearly half of younger consumers are ready to abandon traditional alcohol retailers.
A recent survey of 1,000 U.S. consumers, commissioned by DRINKS and conducted by Dynata, found that 49% of 21-34-year-olds would be likely to purchase alcohol from their favorite online retailers if they started offering e-commerce versus their traditional alcohol retailer. Similarly, 45% of 35-54 year olds answered the same way, demonstrating this preference spans multiple generations.
Younger Consumers Prefer Online Shopping
The desire for digital purchasing contrasts sharply with current shopping patterns, with 64% of people over 45 always purchasing alcohol in stores compared to just 36% of younger buyers. Convenience drives 32% of millennial purchasing decisions, according to the survey, yet alcohol sales remain rigidly locked in physical stores.
The disconnect extends to how consumers discover new products. For younger drinkers, social media has become a primary influence, according to the survey, with Instagram guiding 22% of millennial purchasing decisions. Overall, younger consumers are three times more likely than older generations to try new alcohol brands based on online recommendations and digital ads.
“The alcohol industry is leaving billions on the table by operating with a distribution system designed in 1933,” said Zac Brandenberg, CEO and co-founder of DRINKS, in a news release. “Today’s consumers discover brands on Instagram and expect to buy with a click. Brands and retailers that modernize and adapt to these digital preferences will capture an entire generation of consumers.”
The future of alcohol retail doesn’t require disrupting established regulatory safeguards, but rather augmenting them for the digital age. By working within existing frameworks while enabling modern shopping experiences, the industry can evolve to meet changing consumer demands.
