Brief:

• Dom Pérignon is now offering one-hour delivery in New York and Miami through Thirstie, an on-demand alcohol delivery service, according to a press release. The storied champagne brand accepts orders directly from the Dom Pérignon website, and each bottle will arrive chilled and ready to drink.
• The service requires customers to choose a desired bottle, enter a delivery address and payment method. The sales will be made by licensed retailers and facilitated by third-party technology and delivery service Thirstie through its independent retailer network. Upon delivery, a valid over-21 ID must be presented, per the statement.
• Deliveries are available only when licensed wine stores are open. If a customer places an order when the nearest retailer is closed, the service will indicate delivery is not available in the area, the Miami New Times reported. The Thirstie app is available on iOS and Android.

Insight:

McDonald's is available for delivery in Miami and New York, so why not pair it with chilled Dom Pérignon?

This is not a completely fresh idea to offer home delivery of alcohol, as services like Amazon, Drizly and others have already gotten comfortable in the one-hour alcohol delivery space. However, the champagne brand appears to be taking a new approach by offering its vintage products directly from its site and perhaps forging stronger relationships with more local alcohol retailers for delivery in the process. For Dom Pérignon, offering the kind of high-end digital experience that luxury consumers expect is easier on its own site than through a third-party app where the brand could appear alongside Andre Champagne.

As the market for on-demand delivery continues to get more interesting and crowded, brands are exploring ways to address consumers' growing demand for immediacy via mobile. Efforts like Dom Pérignon's face this challenge head-on by going directly to sales, lumping in marketing and speedy ordering features for consumers along the way. This move also positions the traditional company as a more innovative brand than in the past, and makes the pricey champagne a bit more easily accessible to consumers looking for late-night luxury and a reason to drop $150-$350.