Dive Brief:
- Aldi will now deliver beer and wine nationwide through Instacart, according to a company press release. Alcohol delivery will be available where permitted by state and local law.
- A range of products will be offered for delivery, like Aldi’s Winking Owl Moscato and craft beers. Prices on some of the grocer’s beer and wine run from $5 for a bottle of Malbec to $12 for a premium Cabernet Sauvignon.
- Alcohol can be delivered in as little as one hour, the company said. First-time customers can receive free delivery by using a special code through December 31.
Dive Insight:
Aldi is the latest grocer to broaden its alcohol delivery footprint in the fight for shoppers’ e-commerce dollars, following Walmart’s announcement in October that it would offer alcohol through its pickup service at 2,000 stores. Aldi’s expansion in the space will emphasize low prices and customer convenience.
The discounter is relying on its private label assortment to entice drinkers. Winking Owl, Aldi’s fan favorite private label wine, includes reds, whites, rose and boxed wine, with prices reportedly ranging from about $3 to $5. At that price point, the retailer is well-positioned to sell wine in bulk for customers who want to stock up.
Aldi is not typically counted among the key grocery players when it comes to e-commerce, but it does have a highly competitive relationship with Walmart. The German discounter has been acknowledged for its rock-bottom prices, which undercut Walmart’s in some cases, and it is on track to become the third largest supermarket in the U.S. behind Kroger and Walmart.
The company recently opened its first Arkansas store in Bentonville, just down the street from Walmart’s headquarters, and recently touted a study showing it offers a faster, simpler shopping experience than the retail giant.
Aldi began offering grocery delivery through Instacart in 2017 and expanded it nationally last September. The grocer has also reportedly tested curbside pickup through the partnership this year. Instacart has been working to expand alcohol delivery for its retail partners since March, when it announced availability in 14 states.
