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DoorDash Expands Alcohol Delivery, Adds Advertising Suite

DoorDash alcohol delivery

DoorDash has expanded its safe and responsible alcohol delivery from select Food Lion, Hannaford, Giant Food, Martin’s, Stop & Shop, Buy Rite Liquors, Big Red Liquors and all of Spirits Unlimited and Stew Leonard’s Wines and Spirits to its marketplace.

DoorDash also announced a suite of advertising offerings to help brands to better connect with consumers looking to purchase alcohol.

“From America’s most popular brands to hard-to-find microbrews, fine wines and spirits imports, we’re thrilled to offer a wide selection in every style and price range for on-demand alcohol delivery,” said Fuad Hannon, VP of new verticals.

“In 2023, the total number of liquor stores available on DoorDash in the U.S. increased by more than 60. Today, DoorDash is 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.”

[RELATED: Wakefern Banners Join DoorDash Marketplace]

As DoorDash invests in scaling and advancing its core retail media solutions, these new features will help brands grow alongside rapidly changing consumer behavior.

  • Sponsored products for alcohol – Brands can convert high-intent customers at the point of purchase with sponsored products, available on its Ads Manager UI and through its API partners, Flywheel and Pacvue. Partners including Anheuser-Busch, Molson Coors, Mark Anthony Brands and Pernod Ricard are already using this feature and seeing a sales lift.

  • Occasion branded campaigns – Connect with consumers during key moments such as the Big Game, St. Patrick’s Day and Cinco de Mayo to drive awareness and conversion.

  • Sponsored brands for alcohol – Brands can drive awareness and consideration via new high-impact carousels that combine brand assets with a selection of products to shop from, similar to an in-store end cap. This will be available widely later this month.

  • Partnership with MikMak – Brands can now reach and convert DoorDash’s millions of active global monthly users across all channels, including brand websites, social media, QR codes, video and more, with deep insight into the associated shopper behaviors and attributable sales.

  • Partnership with Symbiosys.AI – By leveraging advanced targeting and optimization algorithms, brands can reach new audiences on offsite advertising channels including search, social and display – with conversion and ROI reporting to measure effectiveness.

“Consumers have more options than ever to enjoy safe and responsible alcohol delivery. On DoorDash, brands find incremental opportunities to capture and connect with high-intent customers throughout their purchasing journey,” said Toby Espinosa, VP of ads.

“Outside of purchasing alcohol at restaurants or bars, the No. 1 preferred method of buying alcohol is using an app to order for same-day delivery. We’re excited to offer more tools and services to help our partners grow while ensuring consumers can safely discover, interact, and engage with relevant brands and products for every occasion.”

[RELATED: Ahold Delhaize Omnichannel Brands Coming To DoorDash]

Since launching alcohol in 2021, on-demand alcohol delivery on DoorDash has grown rapidly year over year. Consumers can find more than 100,000 alcoholic beverages across thousands of stores in 32 states, along with the District of Columbia and Puerto Rico, on DoorDash. New merchants join current partners including Total Wine & More, Walgreens, Spec’s Wine, Spirits & Finer Foods, ABC Fine Wine & Spirits and Duane Reade.

About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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