VP of Client Management
Kantar Millward Brown
Alcohol sales online still lags behind other categories, both globally and in the United States. Tiered distribution system, cumbersome local liquor laws, and age-gating are some of the key barriers. But the size of the prize is significant and online shopping fits with key consumer trends, including the shift from brick and mortar to digital shopping and the growth of tech-savvy consumers looking for more convenience and better product mix and price options. Therefore, e-commerce as a growing and disruptive channel for alcohol is a space to watch.