One Blog |August 25, 2021 | Blog

Blog – News You Can Use: Recent survey says Walmart is the top destination for in-store beverage-alcohol buyers

Todd Grote

Our team at OnTrak recently joined the Path to Purchase institute ( P2P is an organization dedicated to providing the tools, knowledge, and community necessary to integrate and execute against today's shopper marketing demands.

The following are excerpts from a revealing article about beverage alcohol shopper behavior we found on the site:


“When it comes to buying beer, wine and spirits, stores win out (over online) — even during a pandemic.”


“Almost 90% of all beer, wine and spirits purchases in the last year were made in-store, and that number is expected to rise post-pandemic, according to a survey by ChaseDesign.”


“Customers still prefer shopping in-store vs. online because they enjoy being in control of their experience and want the ability to browse, with nearly 40% saying they only purchase alcohol in stores.”



Walmart leads the pack. Independent liquor stores rank second.

“Walmart came out on top as the retailer providing the best overall experience for purchasing beer, wine and spirits, with Target, Costco and Total Wine among the top five.”


“Independent liquor stores ranked second, behind Walmart. The strong showing by independents reflects the power of localization and trust in store associates – often the most undervalued asset at retail, the report said.”


“The ChaseDesign Beer, Wine and Spirits Shopping Trends survey also found while buying alcohol online for pickup at store and home delivery levels increased dramatically during the pandemic, it is now experiencing a decline.”


“During the pandemic, 40% reported buying alcohol online, down to 35% now and trending toward 30% pre-pandemic levels.”


Among other findings from the report:


  • “When shoppers buy alcohol online, the top fulfillment method is home delivery, different than most other consumer product purchases.  And when shoppers choose to pick up online orders at a store, only 13% report also shopping for other items. This is substantially below the 50% of shoppers who report going into stores for additional purchases when buying mainstream groceries.”


  • “While buying alcohol online provides the convenience shoppers like, they report missing the in-store experience, with 53% saying they enjoy seeing beverage choices in person, 42% reporting they like to pick up products to learn more about them, 41% saying it’s easier to discover new brands in-store, 37% indicating they like the overall atmosphere in a store, and 35% commenting that store employees who know about options and choices are missed while shopping online.”


Future shopping will be "mixed"

The report concluded that the future of alcohol shopping is neither digital nor physical stores, but rather the convergence of digital and physical in a retail shopping environment that truly makes the customer journey more enjoyable and productive.


Of course, in-store displays and POS materials are an essential part of that experience.


If you would like help evaluating and enhancing your POS marketing initiatives, our team is here to help. Please reach out here

Resource consulted for this blog post:

Path to Purchase Institute via Chain Store Age; (an EnsembleIQ publication)

Over 100 Beverage-Alcohol Distributors Trust OnTrak solutions.

OnTrak is a Proud Member of:
Wine & Spirits Wholesales of AmericaNational Beer Wholesalers Association Path to Purchase Institute

Hundreds of Beverage-Alcohol Wholesalers Use OnTrak

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