The Billion-Dollar Alcohol Sales Chasm: Millennials and Gen Z Can't Buy How They Want

New data shows younger drinkers overwhelmingly prefer to buy alcohol online, yet outdated distribution laws and retailer hesitation leave billions in sales unserved.

LOS ANGELES, March 20, 2025 /PRNewswire/ -- DRINKS, the pioneering and leading platform for alcohol e-commerce anywhere, reveals that nearly half of younger consumers are ready to abandon traditional alcohol retailers.

A recent survey of 1,000 U.S. consumers, commissioned by DRINKS and conducted by Dynata, found that 49% of 21-34-year-olds would be likely to purchase alcohol from their favorite online retailers if they started offering it versus their traditional alcohol retailer. Similarly, 45% of 35-54 year olds answered the same way, demonstrating this preference spans multiple generations.

The desire for digital purchasing contrasts sharply with current shopping patterns, with 64% of people over 45 always purchasing alcohol in stores compared to just 36% of younger buyers. Convenience drives 32% of millennial purchasing decisions, yet alcohol sales remain rigidly locked in physical stores.

The disconnect extends to how consumers discover new products. For younger drinkers, social media has become a primary influence, with Instagram guiding 22% of millennial purchasing decisions. Overall, younger consumers are three times more likely than older generations to try new alcohol brands based on online recommendations and digital ads.

"The alcohol industry is leaving billions on the table by operating with a distribution system designed in 1933," said Zac Brandenberg, CEO and co-founder of DRINKS. "Today's consumers discover brands on Instagram and expect to buy with a click. Brands and retailers that modernize and adapt to these digital preferences will capture an entire generation of consumers."

The traditional three-tier alcohol distribution system established after Prohibition has been foundational to the industry for nearly a century but needs enhancement to meet today's digital commerce landscape. DRINKS' DaaS (Drinks as a Service) platform enhances the existing three-tier system by connecting licensed producers and retailers with modern eCommerce platforms and etailers, enabling brands to reach previously inaccessible digital markets while maintaining compliance.

The future of alcohol retail doesn't require disrupting established regulatory safeguards, but rather augmenting them for the digital age. By working within existing frameworks while enabling modern shopping experiences, DRINKS helps the entire industry evolve to meet changing consumer demands.

For more information about DRINKS and its solutions, visit www.drinks.com.

About DRINKS
DRINKS (drinks.com) is the leading Al-powered SaaS platform revolutionizing the $285 billion US alcohol market. DRINKS enables seamless alcohol sales for leading retailers, online marketplaces, and beverage companies of all sizes through its innovative DaaS (Drinks as a Service) offering. DRINKS has been recognized as a Top Place to Work by Built In for six consecutive years and one of America's Best Startup Employers by Forbes.

Media Contact:
Abby Lewis
PANBlast PR for DRINKS
drinks@panblastpr.com 

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SOURCE DRINKS