Dive Brief:
- Sam’s Club announced on Friday that it has launched home wine delivery as part of its holiday merchandising push.
- The service, which is powered by alcohol e-commerce platform Drinks, will initially include delivery of nine Member’s Mark wine varietals to 16 states and Washington, D.C., with more states getting added early next year.
- Sam’s Club is expanding its special delivery services for members as club retailers' sales have ticked up during the pandemic.
Dive Insight:
Launching a new wine delivery service is one way Sam’s Club is trying to capitalize on a holiday season with the expectation that consumers will gather in larger groups than last year.
Company executives told CNBC they plan on stocking more large-size turkeys and are adding bigger desserts and portions of sides like mashed potatoes after reviewing consumer research showing shoppers plan to revive traditional holiday celebrations this year. According to its announcement on Friday, Sam’s Club also plans to offer more holiday savings and promotions as consumers shop for the holidays earlier.
The company’s new Drinks-powered delivery service could get an early boost thanks to the uptick in gatherings and stock-up shopping. Members can choose from curated six-pack and 12-pack sets, with prices ranging from $7 to $10 per bottle. Selections include Members Mark malbec, chardonnay, rosé and cabernet sauvignon. Shipping is a $6 flat rate for the six-packs and $9 for a dozen bottles.
States where Sam’s Club is launching the service include California, Connecticut, Florida, Idaho, Nevada, New York and Virginia. The company and partner Drinks didn’t specify which states, or how many, will get added next year.
Sam’s Club is stepping up its special delivery services as it adjusts to the new realities of digital shopping and explores new enticements for its growing membership ranks. Last week, the retailer rolled out a better-for-you meal delivery service in partnership with Fresh n' Lean. Late last year, it started shipping packs of steaks and grass-fed beef to shoppers nationwide.
Drinks powers wine delivery services for several retailers, including Kroger, Macy’s, Thrive Market and Boxed. A spokesperson said several other companies are set to roll out service soon, including a large food delivery company.
Companies have stepped up alcohol service lately, with some like DoorDash and 7-Eleven recently launching delivery operations while grocers like Hy-Vee and Southeastern Grocers have unveiled dedicated alcohol stores.
