Alcohol’s three-tier system slows ecommerce and dates the industry

Most CPG industries have about one-quarter of sales coming from brand websites, according to data he cited from a Walker Sands report. There is only so much share available in the age of brand vs retailer vs big third parties like Amazon.

Thirstie’s startup structure is working with about a dozen US alcohol brands so far, like Drinkworks and Maker’s Mark.

The US compliance system has left alcohol behind in the ecommerce game; consumers largely don’t consider an alcohol brand’s website as a purchasing option. Thirstie is trying to change that as a white-label platform for alcohol suppliers.

Brands also do not get the data and analytics on whether a purchase was made or how much a customer was willing to pay, etc.

Alcohol producers are generally not allowed to sell directly to consumers, but rather must sell to wholesalers or distributors, who then sell to retailers, who then sell to consumers.