States including New Delhi, Karnataka, Haryana, Punjab, Tamil Nadu, Goa, and Kerala, are reportedly exploring pilot projects to enable home delivery of liquor through online platforms
The state authorities are currently seeking feedback on the advantages and disadvantages of online liquor delivery from ecommerce platforms and spirits makers
During the Covid-19 lockdowns, deliveries were temporarily allowed in Maharashtra, Jharkhand, Chhattisgarh, and Assam with restrictions
Several states, including New Delhi, Karnataka, Haryana, Punjab, Tamil Nadu, Goa, and Kerala, are reportedly exploring pilot projects to enable home delivery of liquor through online platforms like Swiggy, BigBasket, Zomato, and its Blinkit quick-commerce arm, beginning with low-alcohol beverages such as beer, wine and liquors.
Speaking with ET, industry executives said that state authorities are currently seeking feedback on the advantages and disadvantages of online liquor delivery from ecommerce platforms and spirits makers.
“This is to cater to a growing expat population especially in larger cities, changing profiles of consumers who perceive moderate alcohol-content spirits as recreational drinking along with meals, and women and senior citizens who have flagged buying from traditional liquor vends and shop-front experiences as unpleasant,” one of the executives was quoted as saying in the report.
Dinker Vashisht, vice-president of corporate affairs at Swiggy, told ET that online models ensure end-to-end transaction records and age verification, and comply with limits. He added that online tech stacks synchronise with regulatory and excise requirements, adhering to timings, dry days, and zonal delivery guidelines. Swiggy and Spencer’s Retail make home delivery of spirits in West Bengal.
The report added political backlash, perception challenges and pressure from physical retail bodies have hindered the implementation of such proposals in the past. During the Covid-19 lockdowns, deliveries were temporarily allowed in Maharashtra, Jharkhand, Chhattisgarh, and Assam with restrictions. However, legitimate deliveries of alcoholic beverages are no longer allowed in these states, although a few local online platforms continue to deliver, especially in Maharashtra.
Currently, legitimate selling models are based on ecommerce and quick-delivery platforms picking up stocks directly from retail vendors.
Industry executives noted that makers of beers and wines, such as United Breweries with its Kingfisher brand and AB InBev, which owns Budweiser, have shown significant interest in home delivery of beers. This trend is particularly appealing as beers align well with grocery shopping habits, especially among consumers in metropolitan areas.
