Five considerations for marketers navigating the changing US beverage alcohol e-commerce landscape

Heather Bergstein and Bourcard Nesin
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Heather Bergstein: Remy Cointreau USA, USA
Bourcard Nesin: Rabobank, USA

Journal of Digital & Social Media Marketing, 2020, vol. 8, issue 1, 33-45

Abstract: E-commerce accounts for a growing percentage of total retail sales. Until recently, the highly complex and heavily regulated beverage alcohol category has been struggling to keep pace relative to other food and beverage categories. Recent developments in technology, combined with a renewed interest among fast-digitising retailers, have led many executives in the beverage alcohol industry to reconsider their e-commerce strategy and invest more in the channel. For beverage alcohol marketers developing their e-commerce strategies, however, there is little information to help navigate the fast-changing e-commerce landscape and the profoundly complex regulatory landscape. This article reviews the aspects of the regulatory landscape that are relevant to alcohol e-commerce and digital marketing, identifying emerging technologies that are enabling the growth of online alcohol sales, and offering key considerations for marketers building go-to-market strategies for their products in alcohol’s unique e-commerce ecosystem.

Keywords: e-commerce; total retail sales; beverage alcohol industry; e-commerce strategy; regulatory landscape; alcohol e-commerce; digital marketing; emerging technologies (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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