2022 Alcohol E-commerce Playbook: The Size of the Prize

In 2021, we estimate US online alcohol sales reached USD 6.1bn, or 4% of total off-premise alcohol. Although beverage alcohol remains underpenetrated relative to other edible grocery categories online, it has made up significant ground over the past two years. According to Rabobank, online alcohol sales have grown 131% since 2019, outpacing growth of overall online grocery sales during that period by a wide margin. Even more impressive, the two channels most relevant to large beverage alcohol companies, online grocery and marketplaces, are nearly four times larger than they were in 2019, growing 271% over the two-year period.