Alcohol Industry Faces $40B 'Discovery-to-Purchase' Gap

New DRINKS survey highlights disconnect between digital discovery and online sales of alcoholic beverages.

Apr. 7, 2026 at 5:03pm

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A high-end, photorealistic studio still-life photograph featuring a collection of premium glass bottles and decanters in various shades of amber, arranged elegantly on a clean, monochromatic background using dramatic studio lighting to symbolize the disconnect between digital discovery and physical sales of alcoholic beverages.A new survey reveals a significant gap between how consumers discover new alcoholic products digitally and their ability to purchase them online, leaving billions in potential sales untapped.Los Angeles Today

A new survey from leading alcohol e-commerce platform DRINKS has found a significant $40 billion gap between how consumers discover new alcoholic products and their ability to actually purchase those products online. The report underscores the challenges facing the alcohol industry as consumer shopping habits continue to shift towards digital channels.

Why it matters

This survey highlights the growing disconnect between the digital discovery of alcohol products and the limited options for legal online sales and delivery. With billions in potential sales being left on the table, alcohol brands and retailers are under pressure to better align their digital and physical sales channels to meet evolving consumer expectations.

The details

The DRINKS survey found that while consumers are increasingly discovering new alcoholic products through digital channels like social media, only a small fraction are able to complete those purchases online. This 'discovery-to-purchase gap' represents an estimated $40 billion in lost sales annually for the alcohol industry.

  • The DRINKS survey was conducted in March 2026.

The players

DRINKS

A leading alcohol e-commerce platform that provides online sales and delivery services for alcoholic beverage brands and retailers.

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What they’re saying

“The pandemic has dramatically accelerated the shift to online alcohol discovery and shopping, but the industry has been slow to adapt its sales and distribution models to meet this new consumer demand.”

— Zac Brandenberg, CEO of DRINKS

What’s next

Industry experts expect the alcohol industry to invest heavily in improving their e-commerce capabilities and expanding legal online sales and delivery options in the coming years to capture this untapped market opportunity.

The takeaway

This survey highlights the growing importance for alcohol brands and retailers to bridge the gap between digital product discovery and online purchasing in order to meet evolving consumer expectations and capture billions in potential sales.