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08/17/2021

7-Eleven brings the minibar to your front door

Dan Berthiaume
Senior Editor, Technology
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7-11 alcohol delivery

7-Eleven is teaming up with on-demand alcohol delivery service Minibar Delivery in select markets.

The convenience giant, which offers on-demand delivery via its proprietary 7Now app, as well as through partnerships with Instacart, Uber Eats, Grubhub, Postmates, DoorDash, Google, and Favor, is kicking off beer and wine delivery with MiniBar Delivery in Florida, Texas, and Virginia.

[Read More: 7-Eleven adds three new delivery platforms]

Approximately 600 stores are participating in the pilot launch. The stores are primarily servicing the cities of Orlando, Tampa, Fort Myers, Miami, San Antonio, Dallas, Austin, Fort Worth, Virginia Beach, Richmond, Norfolk, and Alexandria. 7-Eleven plans to expand the service to additional markets later in 2021.

Customers can log in to Minibar Delivery's app or website and choose from 7-Eleven's range of wine and beer to be delivered in 30-60 minutes. As a welcome offer, customers will receive $7.11 off of their first Minibar Delivery order from 7-Eleven, by entering the promo code 7ELEVEN at checkout.

In addition, an "auto refill" option lets users schedule delivery intervals ranging from one to four weeks. Contactless delivery is not available for age-restricted items such as alcohol and tobacco, and Minibar Delivery shoppers must be 21 or older, with valid photo ID.

Online liquor delivery is becoming a big business. Retailers including Target and Macy’s have launched or relaunched alcohol delivery programs in the past year; while platforms including Uber, Gopuff, BigCommerce and Square have initiated acquisitions or partnerships in the space.

7-Eleven's range of beer and wine varies from store to store and includes national brands as well as the retailer's own wine and beer portfolio. In addition to beer and wine, customers can purchase top-selling 7-Eleven snacks and prepared foods through Minibar Delivery's newly launched "snacks & more" category.   

"While delivery proved essential for many Americans staying at home, on-demand ordering and delivery has become an expectation – one that 7-Eleven intends to meet and exceed," said 7-Eleven Digital senior VP Raghu Mahadevan. "In one year, our delivery footprint has more than doubled, with more than 90% of participating 7-Eleven stores offering delivery via third-party providers or our proprietary 7-Eleven Delivery app. We are excited to collaborate with an established company like Minibar Delivery to bring our customers quick, convenient delivery of alcoholic beverages and mixers across the country."

"This collaboration with 7-Eleven gives us the opportunity to work with the most iconic and innovative convenience retailer in the world and expand our presence in Florida, Texas, and Virginia, as well as other cities and states in the future," said Lindsey Andrews, Minibar Delivery co-founder and CEO. "We look forward to offering our shoppers the opportunity to order from a local 7-Eleven store and expand our product selection while still providing an unmatched experience on our website and app."

Based in Irving, Texas, 7-Eleven operates, franchises and/or licenses more than 77,000 stores in 16 countries and regions, including 16,000 in North America.