The Macallan's e-commerce boutique fulfills orders from local retailers

Dive Brief:

Single malt whisky brand The Macallan launched an e-commerce boutique in the U.S. on June 15, with orders placed on the brand's website and fulfilled from available inventory by hundreds of local retailers, the company said in a press release.
The beverage company partnered with Thirstie Inc. to build the shopping experience using the technology and logistic firm's API on its brand website. The e-commerce boutique features educational content and order fulfillment through shipping or same-day delivery.
For the launch, The Macallan is running a Father's Day promotion through July, which includes free shipping and a 30% donation from online sales to the James Beard Foundation's Open for Good campaign, an initiative to help fund restaurants survive the pandemic.

Dive Insight:

The Macallan claims to be the first whisky brand to connect online shoppers with local retailers to fulfill orders from available inventory in a move that helps the brand take advantage of a boost in online alcohol sales brought on by the pandemic.

During lockdown, Nielsen found that online alcohol sales surged from the beginning of March thru April 18. E-commerce retail sales more than doubled during this period, jumping 234%. Sales were up five-fold during the two weeks ending April 18. Additionally, while wine is the largest selling category, spirits have grown the most in online alcohol sales, as reported by The Drinks Business.

Even as some states reopen and consumers return to stores, online shopping could remain strong as well as the demand for same-day delivery options that has been apparent across the retail sector. Restaurants and bars in many states are still only open for outdoor dining, and some consumers are still wary about returning to public life amid fears of a second wave of the virus.

Through its partnership with Thirstie, The Macallan also becomes the latest brand marketer to focus on e-commerce for its ability to attribution and behavioral data and support efforts to gain a deeper understanding of customers and optimize marketing going forward. For example, PepsiCo recently launched two new e-commerce sites amid a surge in snack sales during the health crisis. As brands marketers get into e-commerce, the sites overall boosted their advertising spending as the pandemic drove a significant shift in U.S. shopping habits.