DRINKS Survey Finds $40 Billion Gap Between Online Alcohol Discovery and Purchase in US

A new national survey by DRINKS, a US-based SaaS platform specializing in alcohol ecommerce, has revealed a $40 billion gap between how American consumers discover alcohol brands and how they are able to purchase them. The research, conducted in March 2025 and January 2026, highlights a growing disconnect between digital discovery channels and the retail infrastructure available for alcohol sales.

The survey found that social media is now a major driver of alcohol purchases, not just brand discovery. Among consumers aged 21 to 34, 63% reported buying alcohol because of content they saw on social media. This is a significant increase from the 49% to 55% who cited social media as a discovery source in early 2025. However, 70% of young adults said they had found alcohol brands online that they wanted to buy but could not easily purchase. Across all age groups, 24% of respondents said buying alcohol online is more difficult than it should be, and one in five Americans are unaware that online alcohol purchasing is even possible.

DRINKS estimates that this “discovery-to-purchase gap” represents $40 billion in missed revenue for the industry. The company’s data also shows that content-triggered purchases now account for 16% of alcohol buys among younger consumers, compared to 34% for planned purchases. This suggests a shift toward social commerce, where consumers expect to buy products directly from the platforms where they discover them.

The expectation for embedded commerce—being able to purchase alcohol within the same digital environments used for other shopping—is rising quickly. The survey found that 65% of all respondents would buy alcohol from their favorite online retailers if given the option. This figure rises to 75% among those aged 35 to 44. Only 14% of respondents rejected the idea outright, while half described separate alcohol shopping as inconvenient.

Zac Brandenberg, Co-Founder and CEO of DRINKS, said the industry has not kept up with consumer behavior. “Consumers have already changed how they discover and want to buy alcohol. The industry just hasn’t built the infrastructure to meet them,” Brandenberg said. He added that brands investing in digital marketing without enabling frictionless purchase at the point of discovery are missing out on significant revenue opportunities.

The survey also points to growing interest in AI-powered recommendations for alcohol purchases. Nearly 70% of respondents aged 21 to 34 and 73% of those aged 35 to 44 said they would likely buy alcohol based on an AI recommendation. Among those aged 55 and over, 52% were open to AI-driven suggestions, with only 12% rejecting the idea entirely. This marks an increase from March 2025, when just over half of Millennials and Gen Z expressed interest in AI-led discovery.

Despite these trends, older consumers remain more reliant on traditional retail channels. The survey found that 85% of those aged 55 and over always shop for alcohol in-store, compared to just 59% of younger adults. Only 9% of older consumers plan to increase their online alcohol purchases, while nearly a third (29%) of younger adults intend to do so.

DRINKS argues that as more consumers in the 35 to 44 age group—75% of whom are already receptive to embedded commerce—move into their peak earning years, the market will continue shifting toward digital channels. Brandenberg said the key question is not whether alcohol commerce will go digital but which brands and retailers will be ready when it does.

The research was commissioned and published by DRINKS, which provides AI-powered ecommerce and compliance solutions for the US alcohol market. The findings suggest that unless the industry adapts quickly by building better digital infrastructure and integrating embedded commerce options, it risks missing out on billions in potential sales as consumer expectations continue to evolve.