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In a recent Nielsen report on alcohol sales in the US, the research giant showcased how consumers unable to enjoy their favorite combustibles in taprooms, bars and restaurants since the lockdowns began in mid-March, have migrated to online sales in a big way.
Looking at total alcohol sales from the beginning on March until April 18, Nielsen found that e-commerce retail sales had more than doubled versus one year ago, up an amazing 234%, rising almost five-fold in just the latest two weeks of that time period.
Looking at alcohol categories, Nielsen saw the greatest online sales growth in spirits, although wine continued to dominate with the largest share of e-commerce by far, commanding almost 70% of overall internet alcohol sales.
The data also showed a three-fold increase in the number of buyers using the web to stock up on alcohol during the two-week period until April 18 as state lockdown mandates spread across the country and toilet paper disappeared (hopefully not forever).
Nielsen also reported that the dollar value of each online order had increased significantly, corresponding with an increase in the number of units per order and the uncertainty that comes with consumers unsure as to how long the they’ll be asked to wait out the pandemic.
Danelle Kosmal, Vice President of Beverage Alcohol Practice at Nielsen, suggested that the growth in online alcohol sales was being driven by consumers who visited bars and restaurants regularly…
“As we learned from our consumer survey, frequent on-premise adult beverage drinkers (pre-COVID-19) are much more likely than the average adult beverage drinker to purchase alcohol in both brick-and-mortar stores and online.28% of frequent on-premise drinkers said they purchased more alcohol in the past month at a physical store, compared to 15% of the average drinker claiming to purchase more at a store.”
“That frequent on-premise drinker is 60% more likely to have purchased more alcohol in the past month through delivery or pick up from a store, 80% more likely to have purchased online from a bar or restaurant, and 55% more likely to have increased their online purchases from a brewery, winery or wine club, or distillery.”
“Understanding how the frequent on-premise drinker is purchasing alcohol in off-premise channels now will be increasingly more important,” Kosmal stressed, “particularly as suppliers, restaurants, and breweries lean on creative ways to engage this consumer group.”
And even when the world’s taprooms, bars and restaurants reopen there could continue to be problems.
