Between Drinks
Reshaping the future
A few years ago, when the coronavirus began to spread across the United States, online sales of beverage alcohol skyrocketed. For example, in his Dec. 1, 2020, Forbes article titled “Online Alcohol Sales Surge Amid Coronavirus Pandemic,” Chris Furnari noted that, as the virus began spreading across the United States earlier in 2020, “total eCommerce penetration experienced 10 years of growth in just three months’ time (March-May).”
Fast forward to 2025, after years of pandemic-driven spikes and subsequent corrections, market research firm IWSR notes in its Feb. 5 Insight that the global online alcohol market is entering a new era of sustainable growth.
According to the Insight titled “IWSR Projects Alcohol Ecommerce Channel to surpass $36 Billion by 2028,” the forecast reflects a 20% increase in value over the next five years.
(Image by Hispanolistic/E+ via Getty Image)
“After significant volatility over the past five years, global channel dynamics appear to be stabilizing,” stated Guy Wolfe, head of eCommerce insights at IWSR, in the insight. “While alcohol eCommerce has been growing in importance, it is now clear that its influence extends far beyond online transactions.”
The market research firm also noted that findings from IWSR’s recently released “Ecommerce Strategic Study,” which analyzes the online alcohol channel across 18 key markets across the globe, underscored the evolving role of digital platforms in shaping consumer behavior.
“Digital platforms now play a pivotal role in driving offline sales, as more consumers rely on online research to guide their in-store purchases,” the insight states. “For brand owners, maintaining a strong digital presence is crucial. Prioritizing the development of robust online strategies and continually refining digital content will be critical to staying competitive and capturing consumer engagement across channels.”
The following are other key findings from IWSR’s Ecommerce Strategic Study:
- Resilient growth of $6 billion: The online alcohol market across 18 key markets is forecasted to grow by 20% in value from 2023 to 2028, adding $6 billion in incremental growth. A high proportion of future growth is expected to come from the China marketplaces and U.S. omnichannel, according to IWSR. Smaller channels also will contribute to value, including those in Australia, Japan and Mexico, it notes.
- Social commerce drives growth in China: China’s online marketplaces are expected to remain dominant, contributing $1.9 billion in value growth by 2028. Among these, social commerce platforms like Douyin (TikTok) are reshaping consumer interactions by combining shopping with entertainment and allowing consumers to purchase directly from their favorite online personalities and influencers, IWSR states. Although regulations on the sale of alcohol have resulted in social media primarily serving as a digital marketing tool, in China they have become a growing sales channel, it notes.
- American whiskey a key category for the United States: The U.S. market continues to be key for the global online alcohol channel, with the proportion of alcohol buyers shopping online rising by 4 percentage points over the prior year according to the latest IWSR consumer survey, conducted in Q3 of 2024. A high number of current non-users (especially millennials) indicate a likelihood of adopting online purchasing in future as well. Frequency of online shopping also has surged, with weekly purchases increasing by 13 percentage points, according to IWSR. American whiskey is a standout category, with prestige products, such as high-end bourbon, rye and American single malts, driving a significant share of forecast growth, it says.
- Consumer behavior normalizes: Online shoppers are settling into more consistent patterns. Value-seeking remains a priority due to economic pressures, but discovery and experimentation continue to drive online purchases. Across the key markets, 24% of shoppers cited “finding new brands” as a key reason to shop online, IWSR notes.
- An important research tool: eCommerce has become a critical tool for research, with 63% of online alcohol buyers conducting extensive research before making a purchase, according to IWSR. Digital sources like brand websites, product reviews, and even delivery apps are becoming integral to purchasing decisions, it says. Notably, price comparison and product discovery rank as the top research drivers, highlighting the growing role of digital ecosystems in influencing consumer choices across all channels, it notes.
Although U.S. shipping laws vary by state, with some states prohibiting the direct shipment of beverage alcohol to consumers, it appears that eCommerce will play a significant role in beverage alcohol sales going forward.
Peroni Nastro Azzurro evokes style with crystallized bag charms
Peroni Nastro Azzurro brought style and flair to this year’s Oscar Awards show. The brand showcased an evolution of its “Live Every Moment” campaign, capturing the essence of the moment with a captivating ad. The spot is a tribute to the passion and style of Italian culture — timed for the cinema’s most glamorous evening, the company says. The brand also showed up throughout the night as style icon and Peroni brand fan Nicky Hilton Rothschild walked the red carpet wearing a statement accessory: a one-of-a-kind Peroni Purse crafted by global luxury brand Judith Leiber Couture. Now, Peroni is bringing that same red carpet style with its limited-edition Peroni bottle-shaped bag charms. Peroni’s latest creation brings an elevated, Italian-inspired twist, with miniature, crystallized replicas of the beer. Each hand-embellished charm features 275 European crystals with bright colors to match a bottle of Peroni — from the signature blue ribbon to the iconic green bottle. Designed in collaboration with A-Morir, the shimmering accessory serves as a nod to the red carpet-worthy Peroni Purse and brings a taste of Italian style to everyday life, the company says. “From Hollywood’s biggest night to stylish moments everywhere, Peroni is about celebrating life with passion, elegance, and of course, great beer,” said Liz Cramton, director of marketing for imports at Molson Coors Beverage Co., in a statement. “Peroni has always embodied effortless Italian style, and with these new bag charms, we’re giving fans a way to bring a piece of that red-carpet fashion into their everyday looks.” Peroni crystallized bag charms and bottle openers are available for purchase at Shop.A-Morir.com., while supplies last.
Celebrating the goodness of plants
Califia Farms is celebrating the love of plants with the launch of The Green Album by Califia Farms, an album of daily meditations designed to help plants thrive and voiced by Chris O’ Dowd. The album aims to support growth for plants of all kinds — from houseplants that improve the living room air quality to trees that help make the planet greener. For every stream of the album, Califia will plant a tree through support of environmental nonprofit tree planting charity One Tree Planted, it says. “At Califia Farms, we are absolutely obsessed with celebrating the goodness of plants, from their power to nourish us through delicious plant-based milks and creamers, to the joy they bring into our homes, to their positive impact on the health of our planet,” said Suzanne Ginestro, chief marketing officer of Califia Farms, in a statement. “The Green Album by Califia Farms goes beyond positive plant affirmations — it’s a compilation of feel-good tracks to reinforce well-being for both plants and people. Chris was the perfect partner to bring our passion for plants to life in a joyful, fun and calming way, and our collaboration with One Tree Planted reflects our commitment to fostering a more sustainable world.” Featuring tracks like “Branch Scan” and “Seeding Self Love,” the album helps humans and plants to start their day by offering a peaceful moment to enjoy a morning coffee — with plant-based creamer — while nurturing our green companions, the company says. All tracks can be streamed on Spotify.
J. Mattingly 1845 Distillery helps Navy SEAL Foundation commemorate 25th year
Founded in 2000, the Navy SEAL Foundation (NSF) is kicking off its 25th year with a partnership with J. Mattingly 1845 Distillery through the release of three double-staved American Whiskeys, labeled “Sea,” “Air,” and “Land,” celebrating the environments where SEALs operate. The bottles sell individually for $155, or the trio can be purchased for $425 online, with free shipping. J. Mattingly 1845 will donate $30 from the sale of each bottle to help fund the mission of the NSF — to provide critical support for the warriors, veterans and families of Naval Special Warfare, it says. “At the Foundation, we offer more than 30 comprehensive programs to help SEALs, SWCCs, and their families,” said Chris Irwin, communications director for NSF, in a statement. “We are honored to have this partnership with J. Mattingly 1845 Distillery to support our mission.” Harry Richardt IV, president of J. Mattingly 1845 Distillery, added: “J. Mattingly 1845 Distillery is honored to have been chosen to create the American Whiskey for the Navy SEAL Foundation. We have tremendous respect for our military branches and feel privileged we can partner with the NSF on this initiative.”
Gut health, affordability and plant-based eating are predicted to lead consumer choices in 2025.
Conducted by Pollock Communications and Today’s Dietitian, the 13th annual “What’s Trending in Nutrition” survey reveals that these top nutrition trends are shaping consumer choices. With insights from 874 Registered Dietitian Nutritionists (RDNs), the survey highlights a continued shift toward gut-friendly foods, plant-based eating, cost-conscious decision-making and more.
According to the survey, fermented foods and berries top the 2025 superfoods list.
“Gut health remains a key focus for consumers, with fermented foods like yogurt, kimchi and kombucha ranking as the top superfoods for 2025,” it states. “Also making waves this year and debuting on the list for 2025 are berries (such as cranberries, blueberries and raspberries), bone broth and leafy greens, reflecting interest in nutrient dense, functional foods.”
Meanwhile, affordability remains the number one driver of food purchases, reinforcing the importance of value-based shopping, according to the survey.
The top purchase drivers include:
- Food and beverages that are affordable and value-based (77%)
- Food and beverages that boost gut health (58.35%)
- Food and beverages that support immunity (45.42%)
- Food and beverages that promote comfort and emotional well-being (39.93%)
- Food and beverages that are pantry staples (25.51%)
