Leading Online Grocer First to Eliminate Alcohol Sales

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ago 6 hours

Leading Online Grocer First to Eliminate Alcohol Sales

A leading online grocery platform is set to make a significant shift by eliminating alcohol sales. Thrive Market, recognized for its commitment to organic and health-oriented products, will soon cease the sale of all alcohol items. In their place, the company plans to introduce over 100 brands of non-alcoholic beers, wines, and mocktails.

Industry-Leading Change Ahead of Dry January

This decision, announced on a Wednesday, is believed to be a first among online grocery retailers. It’s timed strategically just before “Dry January,” reflecting a growing demand for alcohol alternatives among consumers. Thrive Market aims to cater to its customer base, which has been increasingly requesting innovative non-alcoholic options.

Market Insights and Consumer Trends

The non-alcoholic beverage market shows promising growth. According to ISWR, this sector is expected to reach $5 billion by 2028. Thrive Market’s 1.7 million members are demonstrating similar trends, seeking out healthier alternatives.

54% of U.S. adults consume alcohol, the lowest level in decades (Gallup report).
Non-alcoholic beverage options are seen as an accessible choice for many.

Thrive Market’s Commitment to Health Trends

Nick Green, CEO and co-founder of Thrive Market, commented on this transformative move. “This shift aligns with current user preferences,” he stated. “Alcohol consumption is at its lowest rate in nearly ninety years.” He highlighted the importance of introducing non-alcoholic alternatives as a step toward prioritizing member health and preferences.

Available Non-Alcoholic Brands

Thrive Market plans to offer various brands, including:

Athletic Brewing Company
Best Day Brewing
Gruvi
hiyo
De Soi
Free AF

Green mentioned that many members may be looking to reduce their alcohol intake, whether temporarily or permanently. This new category aims to provide accessible options delivered directly to their homes.

Logistical Benefits of the Change

Beyond consumer demand, there are logistical advantages to transitioning from alcohol to non-alcoholic products. Non-alcoholic beverages typically face fewer regulations, enabling easier shipping. This change could enhance access in communities where non-alcoholic options are scarce.