By Ezra Johnson-Greenough
For the Oregon Beer Growler
The internet was supposed to make life easier and solve humanity’s problems, so who figured it would take an online bookstore more than two decades just to get beer deliveries to your home right? When Amazon rolled out its Prime Now service in late 2014, home beer and wine deliveries were discussed, but it wasn’t until August of 2017 that the service launched in Oregon. Amazon is famous for helping kill off local and big-box book retailers, and some are now concerned they could do the same to grocery stores and bottle shops.
Prime Now is an app for your phone or device that lets you order items you’d normally find at large grocers: food, household supplies and gadgets. To use this service, you must be an Amazon Prime member, which for $99 a year is easily worth it if you do any other online shopping or video/music streaming. Products are shipped through the company’s regional partners, and based on my zip code that would be New Seasons Market, Whole Foods Market or Amazon’s local product center.
Ordering from each incurs a separate delivery fee (typically about $5) that’s waived when the purchase amount reaches a certain threshold. Amazon then adds a suggested $5 tip for the driver, which can be edited. Users choose a two-hour arrival window and it can be scheduled days in advance. If you’re in a hurry, one-hour delivery is available for a fee ranging from $4.99-7.99. Prices are comparable, if not exactly the same, as what’s in stores. Another benefit is the option to have your package left on a safe porch without signature (though you must be present with identification if purchasing alcohol).
Amazon’s Prime Now store is the only outlet in my zip code to ship beer, cider and wine (none of the hard stuff). There is a “Cold Beer” section with subcategories for “Local and Craft Beer” along with domestics, imports and specific styles. At this point, your choices are limited to the lineup you might find at your local mini-mart, but I suspect that will change — especially if there’s demand.
Under “Local and Craft Beer,” some might quibble with listings for Not Your Father’s Root Beer, Blue Moon, Elysian, 10 Barrel and Hop Valley, but that’s neither here nor there. More important to most is the local beer selection, which includes new and classic — but safe — hits from Breakside, BridgePort, Crux, Full Sail, Deschutes, Ecliptic, Fort George, Ninkasi, Oakshire, Pyramid, Rogue, Widmer and Worthy. National/international players are even more basic, like Corona, Guinness, New Belgium, Pacifico, Stella and, interestingly, Schofferhofer Grapefruit Hefeweizen.
I have now ordered from Amazon’s Prime Now service five times, three of them specifically for beer, finding mostly good results. The delivery often arrives on the early side of the two-hour window, and they take care to put the beer in a thin, but still temperature-holding, Mylar bag along with an ice pack. I encountered one issue with my first purchase of two bottles of Breakside’s flagship IPA in 22-ounce bottles (well-priced at $4.29 each) and a six-pack of Pelican’s Beak Breaker Double IPA. Shortly after placing the order, I was notified via email that the Pelican beer wasn’t available. The rest of the items came as usual, and there was no charge for the six-pack — though it was still listed as being available more than a week later.
Polling the hive mind known as my social media connections, I came across one other interesting snag that I tested myself. When requesting a seasonal release, you may not end up with the beer you intend. For instance, one person discovered that an order placed for Fort George’s Suicide Squeeze IPA actually resulted in the brewery’s 3-Way IPA being delivered. I attempted to replicate this by ordering Suicide Squeeze along with Breakside’s Toro Red (the site actually pictured the brewery’s What Rough Beast beer). I ended up receiving the 3-Way as well and the India Golden Ale by Breakside. The lesson: beware of accuracy when it comes to ordering seasonals. On the plus-side, it’s nice to get a refund and still keep the beer by sending in a complaint. This, however, highlights areas where online beer delivery will most likely always fall short — in selection and depth of knowledge.
“Delivery works best for replenishing staples,” says Carl Singmaster, one of the proprietors of Belmont Station in Southeast Portland. “For the consumer that prefers to drink primarily one widely available brand consistently, it makes a lot of sense. But for those who are constantly exploring and learning, I think they'll prefer to shop at bricks and mortar.”
“When customers need friendly interaction, real opinions, industry gossip or tips, that's where we come in. There's nothing virtual about it,” says Sarah Pederson, owner of North Portland’s Saraveza tavern and bottle shop.
With Amazon’s recent acquisition of Whole Foods, there’s a lot of concern that the massive company could push out mom-and-pop grocery and beer retailers. While most bottle shop owners I talked to think that Prime Now is more of a threat to big-box stores, they are still considering the possible consequences.
“We may lose some sales,” says Sean Campbell (aka John Beermonger), owner of The BeerMongers bottle shop and bar in Southeast Portland, “but I feel that is always a threat either from grocery stores or big liquor stores. Knowledgeable staff, good prices and good atmosphere should help keep the little guys in business.”
Sarah Pederson agrees, “I think Amazon grocery will affect grocery stores in the beer departments more than small bottle shops such as Saraveza. I can't imagine that all the time, effort, devotion and education we put into our selection on a weekly basis could be mimicked by a ginormous online store.”
In addition to the selection and expert customer support, Prime Now doesn’t offer details consumers want, like where their beer is coming from.
“I have so many customers who are very conscientious of what brands they purchase in regards to the ownership of the brewery,” says Sarah Pederson. “I don't know if these people refuse to shop at Walmart or on Amazon, but I'm curious to hear from them.”
The area where Amazon really could hurt small businesses is pricing. “The biggest concern is that a company of the scale and with the cash on hand of an Amazon can subsidize their service to undercut other retailers. The other concern would be if producers and distributors give them outsized allocations of limited-release beers,” comments Singmaster.
Beermonger is more concerned about the beer itself. “I know not all beer is stored properly. I see it in big stores, but also specialty stores. If people get inferior product that was stored and shipped under less-than-ideal conditions, they may blame the brewery for making bad beer. This is a problem that often comes up and I see this new delivery system increasing the likelihood of beer that is ‘off.’”
Overall, these craft-centric retailers were interested in following this new wave of beer delivery, but didn’t seem overly worried about competition. In some cases, they were even encouraging.
“I am all for consumers having as many options and choices available to them as possible,” says Singmaster. “For those that prefer to have their groceries delivered rather than visiting stores in person, there is no reason they shouldn't be able to put beer and wine into the mix.”
“Convenience sells. This move by Amazon and Whole Foods is a sign of the times, and we shouldn't be surprised by it. In fact, we should be prepared for more of it. People are very emotional, and often fearful, about big business and how it takes over. It's not necessarily a bad thing for the craft beer movement, but it sure is an interesting twist in this ever-changing industry.”
One thing is for sure, now that there are more ways to get beer delivered, Amazon won’t be the only one to get into the business. Additional specialty retailers are likely on the way. We already have draft growler beer subscription services in companies like Hopsy and bottle subscription through Tavour, among others.
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