DoorDash has expanded its alcohol delivery options to include several well-known retailers. They also announced new advertising offerings that will allow brands to connect with consumers who are looking to purchase alcohol.
Alcohol delivery will now be available via the Marketplace at select Food Lion, Hannaford, Giant Food, MARTIN’S, Stop & Shop, Buy Rite Liquors, and Big Red Liquors locations. Users will be able to order alcohol from all Spirits Unlimited and Stew Leonard’s Wines and Spirits stores.
Toby Espinosa, VP of Ads, said that DoorDash give brands many opportunities to connect with high-intent customers, adding, “Outside of purchasing alcohol at restaurants or bars, the #1 preferred method of buying alcohol is using an app to order for same-day delivery.”
DoorDash launched on-demand alcohol delivery in 2021, and since then it has grown at a rapid pace year-over-year. According to DoorDash’s 2024 Restaurant and Alcohol Online Ordering Trends Report, almost three-quarters (73 percent) of consumers say they use third-party apps when ordering alcohol online. A large majority (89 percent) report using alcohol delivery the same as or more than they did in 2023.
The report found that Saturday was the most popular day to order alcohol, and vodka, hard seltzer, and tequila were the top three most-ordered alcoholic drinks last year.
DoorDash has offered new features for brands to grow, including sponsored products for alcohol. This option is available immediately on DoorDash’s Ads Manager UI and through their API partners, Flywheel and Pacvue. They also offer occasion-branded campaigns and have partnered with MikMak and Symbiosys.AI to offer insight into shopper behaviour and the ability to reach new audiences via advanced targeting and optimization algorithms, respectively.
Sponsored brands for alcohol, a feature that allows brands to drive awareness through high-impact carousels that mimic an in-store end cap, will be available later in June.
Fuad Hannon, VP of New Verticals, said that last year the total number of liquor stores available on DoorDash in the U.S. went up by more than 60 percent and they are now the U.S. category share leader for third-party liquor store delivery sales.
“As consumers enjoy the best of their communities conveniently and safely, local merchants are growing their businesses while Dashers have more earnings opportunities,” Hannon said.
