FILE PHOTO: A pint of beer is poured into a glass.
In Mexico, its rival Heineken last year launched delivery service GLUP, also focused on direct-to-consumer cold beer. Sales on AB InBev’s e-commerce platforms, dominated by Ze Delivery, rose 62% in 2021 to more than $500 million globally. “Just the value of that will justify all the investments we make in direct-to-consumer by themselves,” said Doukeris.Some smaller craft brewers aside, beer has been late toe-commerce compared with wine and spirits, which currently account for 40% and 42% of the online alcohol market respectively against an 18% share for beer, cider, and ready-to-drink beverages combined, according to IWSR drinks market analysis.
“We know that for the majority of categories, they start with a very small penetration and there is a kind of tipping point when the volume of e-commerce goes to more than 3 to 4%,then accelerates very, very fast,” he said. Brazil has broken that barrier.
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