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Capitalizing on E-Commerce: Don’t Overlook the Alcohol Marketplaces

Online alcohol marketplaces such as Drizly and Instacart aren’t just for big beer. Here’s how craft suppliers can work with retailers to boost sales on these platforms.

Kate Bernot Feb 14, 2022 - 10 min read

Capitalizing on E-Commerce: Don’t Overlook the Alcohol Marketplaces Primary Image

Illustration: Jamie Bogner

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If your brewery sells beer via distributors, your products might already be available through online marketplaces such as Drizly and Instacart. That’s because those marketplaces source inventory from licensed alcohol retail outlets in a given geography—basically, they aggregate and display beer that’s in stock at local liquor stores or grocery stores.

Many smaller craft breweries, however, may assume that there’s nothing they can do to control their presence on such marketplaces or to maximize sales through that channel. The truth is, these marketplaces are growing fast, and small breweries that make an effort there can set themselves up for sales success.

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