It really picked up momentum during the pandemic, but for Super Bowl LVII more beer lovers than ever before are opting for the convenience of home delivery.
Some 10% of shoppers say they’ll be making their beer purchases through e-commerce channels, according to data compiled for Molson Coors Beverage Company. That piece of the pie is worth at least $120 million.
“Fans don’t want to miss kickoff, and if they haven’t bought beer for their gathering yet, it’s very convenient to place an order on an app on your phone and have it delivered to your door,” says Stephanie Spesia, senior marketing manager for e-commerce at Molson Coors told Beer & Beyond. “Shopping online offers conveniences you can’t get from other traditional formats.”
According to a recent Shopper Pulse survey conducted on behalf of Molson Coors, more than 80% of beer consumers will do their online shopping for the Super Bowl within a week of the game.
And Molson Coors, who produce Coors Light and Miller Lite, is investing heavily in sponsored search and banner ads on grocery, liquor store and e-commerce platforms like Drizly and Instacart.
It’s no secret that younger consumers, digital natives raised on mobile screens, are at the core of the online beer purchasing trend. According to drinks market research firm, IWSR legal-age Gen-Z and millennials make up more than half of online alcohol shoppers and the majority of them are under 40.
But as the online shopping trend grows it’s reaching into all demographics and Molson Coors wants to be there. Especially heading into the Super Bowl, one of the biggest beer holidays of the year, accounting for more than $1 billion worth of beer sales, according to Nielsen IQ.
“We believe there’s a huge opportunity here, not just with online as a sales channel, but as a marketing tool that allows us to reach consumers in new ways,” Spesia says. “E-com helps us grow our brands, build loyalty and give consumers something they’re asking for: the ability to shop when and how they want.”
(All image credits: Molson Coors)