DoorDash expands alcohol delivery with new retailers, promotions
DoorDash is adding nine grocery and liquor retailers to its delivery platform while offering new features to target its alcohol customers.
The on-demand delivery provider is now offering alcohol delivery from select Food Lion, Hannaford, Giant Food, Martin’s, Stop & Shop, Buy Rite Liquors, Big Red Liquors stores, as well as all of Spirits Unlimited and Stew Leonard’s Wines and stores.
Consumers can find over 100,000 alcoholic beverages across thousands of stores in 32 states, along with the District of Columbia and Puerto Rico, on DoorDash. Existing retail partners for DoorDash alcohol delivery include Total Wine & More, Walgreens, Spec’s Wine, Spirits & Finer Foods, ABC Fine Wine & Spirits and Duane Reade.
DoorDash, which began facilitating beer, wine and spirits delivery in fall 2021, is also unveiling a suite of advertising offerings intended to enable brands to better connect with consumers looking to purchase alcoholic beverages. These include:
- Sponsored products for alcohol - Brands can now attempt to convert customers at the point of purchase with sponsored products, available starting June 11, 2024 on the DoorDash Ads Manager user interface and through API partners Flywheel and Pacvue. According to DoorDash, partner alcohol brands including Anheuser-Busch, Molson Coors, Mark Anthony Brands and Pernod Ricard are already leveraging this feature and seeing a sales lift.
- Occasion branded campaigns – Alcohol brands can connect with DoorDash customers during events such as the Super Bowl, St Patrick’s Day and Cinco de Mayo to help drive awareness and conversion.
- Sponsored brands for alcohol - Brands can help drive awareness and consideration via new carousels that combine brand assets with a shoppable selection of products, similar to the digital version an in-store end cap. The feature is expected to be widely available widely later in June 2024.
- Partnership with MikMak – Alcohol brands can now reach DoorDash users across all channels, including brand websites, social media, QR codes and video via the MikMak retail media platform with insight into the associated shopper behaviors and attributable sales.
- Partnership with Symbiosis.ai – Alcohol brands can leverage targeting and optimization algorithms from retail media platform Symbiosis.ai to help reach DoorDash customers on offsite advertising channels including search, social, and display with conversion and ROI reporting.
"From America's most popular brands to hard-to-find microbrews, fine wines, and spirits imports, we’re thrilled to offer a wide selection in every style and price range for on-demand alcohol delivery," said Fuad Hannon, VP of new verticals, DoorDash.
"Consumers have more options than ever to enjoy safe and responsible alcohol delivery," said Toby Espinosa, VP of ads, DoorDash. "On DoorDash, brands find incremental opportunities to capture and connect with high-intent customers throughout their purchasing journey."
Founded in 2013, DoorDash offers deliveries in more than 25 countries.