Wine, the most popular drink purchase online

Join the winem8 team as we explore the real results of eCommerce alcohol consumption and purchasing behaviours.

Wine has been pinpointed as the most popular eCommerce purchase during the COVID pandemic. According to CGA research, more than half (53%) of consumers have brought wine online during the pandemic - twice as many as lager (26%) and gin (24%) purchases.


A Wave of New Online Consumers

Online drink sales were driven by older adults who are missing their regular on-trade visits with more than a quarter (28%) of on-trade customers having brought alcohol online in December 2020, up by three percentage points since August. Of these, three in ten (30%) had never done so prior to the pandemic, confirming that lockdowns have released a wave of new online purchasers.


Online Wine Sales Continue

Two thirds (66%) of consumers buying wine online said they were very likely to continue to do so in the future. "After a bumper 2020 for eCommerce, this is set to be another strong year for online sales - even once pubs, bars and restaurants reopen," Said Hannah Payne, CGA's Consumer Research Manager.


The Rise of Subscription

It was also highlighted the rising popularity of alcohol delivery services, like winem8. More than a quarter (27%) of consumers buying alcohol online now having a subscription, and nearly half (44%) of them having signed up to one since the first lockdown in March.


"The rapid rise of subscriptions and specialist sites shows there is plenty of headroom for growth in this space," said Payne, adding it would be "fascinating to watch the further evolution in the dynamic part of the market."


"For retailers and suppliers, understanding audiences, leveraging special offers and encouraging experimentation and trade-ups will all be important."


Source: Harpers - Wine & Spirit Trade News, 2021



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