E-commerce, the great opportunity of 2021-wine

But if we go back to this world plagued by COVID-19, we all understand that electronic wine commerce has received a gigantic adrenaline jolt since the beginning of 2020. The engine to select interesting wines and deliver them safely at the door of the house has been deployed with remarkable speed and effect to satisfy a sudden and massive need to deliver alcohol at home in multiple markets. The closure of many establishments around the world, together with restrictions on physical shopping and concerns about getting infected with the virus, have led many consumers who would not plan to use the online channel in normal times to try it for the first time. And with everyone in the house, the problem of the last mile of not being physically at home when the wine is delivered has suddenly been resolved.

This leaves us with a rather interesting puzzle that we will have to face in 2021. The proponents of electronic wine commerce would admit unreservedly that, until the arrival of COVID-19, it was only a small niche of business. No one seriously contemplated the possibility that most people would buy wine online most of the time, when the product could easily be purchased in a supermarket or liquor store. The original business plan was that e-commerce only interested a more involved segment of the population drinking wine, for which selection on the supermarket shelf might not be enough, and that it would be driven more by certain occasions such as Christmas or a special dinner.

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E-commerce, on the other hand, has become a more widespread product in multiple markets, and its user base has expanded from 10-20% of engaged and discoverable wine drinkers, to 40-50% of the population that likes wine and buys it regularly-although not always worry about everything intellectual that may accompany it. The remarkable progress of electronic commerce in the wine sector over the past 12 months is clearly visible in the data accompanying the latest global e-commerce report prepared by wine Intelligence. Its results are revealing and many producers, brand owners and retailers are already incorporating into their business plans for 2021 and beyond.

However, there is still a big question about the future of electronic wine commerce: when the pandemic restrictions fade, will the majority consumers continue to use the online channel to the extent that they currently do so or will they fall back on previous habits?. Will the liquor store, which is on the way home from work, become the point of reference for the purchase of wine again?! Actually, we're constantly moving to and from work...