Fancy a tipple? It appears that UK consumers certainly do. But what and how they’re drinking is changing.
With pubs, bars, nightclubs and restaurants forced to close for long stretches of time over the last year because of the pandemic, new drinking habits have been brewing at home…
Online alcohol sales rise by 103%
The Wine and Spirit Trade Association quotes figures from Nielsen, reporting that online sales of alcohol increased by 103% in 2020.
Avoidance of supermarket queues may well have been one reason; no doubt supported the advent of the so-called ‘locktail hour’ that came to replace a drink after work, or that swift half down the local. Zoom parties and kitchen discos were accompanied ‘quarantinis’ and ‘furlough Merlot’.
Despite lockdown easing, socialising at home remains a popular option for many, especially those who still wish limit contact with others or avoid the new complexities of going out (booking tables, downloading apps).
The virtual bar is open
Where consumer behaviours take root, new trends will always emerge – and the online alcoholic beverage retail sector has become a major eCommerce growth industry in 2021.
Breweries, distilleries and vineyards can’t solely rely on their hospitality trade in case of pub and restaurant closures, so smart business owners have diversified into D2C and started selling their beverages online.
Many of these started out online simply hoping that their regular punters would help them survive but, to their surprise, lots saw their customer base grow into entirely new regions (and overseas). Their ‘bar’ has become a virtual space.
Outsourced fulfilment for drinks products
If you are a drinks business that has branched out into the eCommerce market and seen the orders come flooding in, it might be time to outsource your fulfilment.
At Fullers, we can automatically pick, pack and dispatch orders on the day that they’re received, so your customer can receive them the next day. We use a highly sophisticated warehouse management system (WMS) that can be integrated with whatever eCommerce platform you’ve chosen, allowing you to check order progress and stock levels in real time.
You’ll also get email reports and access to graphs to see what is/isn’t selling so you can apply relevant discounts and promotions. These insights can really empower your business strategy as your company continues to develop.
In the box and down the hatch
Alcohol subscription services have also seen a surge in subscribers since the pandemic began, as we explained here on the blog recently. Craft Gin Club, Naked Wines and Beer 52 are just some of the options with which to wet one’s whistle.
Maybe the popularity of subscription boxes is due to the fact that consumers are becoming increasingly experience-driven. They want more than just a drink; they want to relish the unboxing of it, be wowed by the packaging design, and have something with visual impact and an aspirational brand edge to share on their social media feed.
Packaging with a little extra fizz
We manage several subscription box clients here at Fullers. Our agile processes and streamlined systems allow us the flexibility to fulfil drinks subscription box orders quickly and accurately. Crucially, we can use bespoke packaging of your choice. So much more than just a container, the right packaging establishes your brand identity.
Need a hand with the design? Let us offer packaging guidance and recommendations before we produce and test solutions that will add something special to your customer experience – and hopefully grab the attention of those all-important social media influencers, too.
Premium and luxury beverages
Saving money on the mark-ups added by most drinkeries and additional ‘going out’ costs such as taxis, some online beverage shoppers want to stretch to something a little more artisan or luxurious.
CGA is an international data and insight consultancy at the heart of the food and drink market. In a 2020 report, they say that the average customer now has approximately 11 premium drinks brands in their repertoire and 47% say they would be prepared to pay more for better quality booze.
Fulfilment for high end champagne supplier
Fullers provides high quality beverage fulfilment to luxury champagne brand Frerejean Frères, the official champagne supplier of the 2020 Michelin France Awards, as well as partner to Sotheby’s, Balmain, and an elite selection of hotels in London, Paris and New York.
Not only do we ensure the packaging befits their premium brand, but we also keep every bottle safe and sound from the moment it reaches our warehouse (where it’s stored in the right conditions) until the time it gets to its destination, ready for the cork to pop.
Our warehouse team packages fragile items appropriately and with the utmost care, recognising that the finer things in life need a little extra T.L.C.
Safe and sound
Using our vast network of packaging suppliers and specialist couriers, we’ll find a safe, secure and practical way to get your drinks products out to your customers. Marvel at this innovative, lightweight, and eco-friendly yet highly robust cardboard sleeve that we have used for luxury drinks clients.
As many consumers continue to make online alcohol purchases part of their ‘new normal’, drinks brands are choosing Fullers for high quality fulfilment because of our impeccable standards, supportive partnership, competitive rates and friendly customer service.
Fullers encourages everyone to enjoy alcoholic beverages responsibly.
Outsource your fulfilment to our expert team and say “cheers” to happy customers and a successful business. Fullers Logistics is an end-to-end multi-channel fulfilment service based in Hampshire and Berkshire. To chat to us about your drinks fulfilment requirements, contact us by filling out our contact form.
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