Digital’s half measure in the drinks industry

Alcohol is one of the least-shopped categories in e-commerce. In a recent study, 21% of UK consumers claim to have bought alcohol online. Yet online sales volumes reveal starkly lower figures. Pernod Ricard, for example, reports that only 5% of its UK sales are from online sources. With the industry’s heavy reliance on branding and marketing, … Continue reading Digital’s half measure in the drinks industry