The Secret Relationship Between Brewers, Farmers and Online Alcohol Businesses.
The story of good drink is a familiar one. The story behind it, though, is unfamiliar to most.
Behind the hoped-up flavors of the favourite brands, lies ages of silent work and craft of farmers who often go unnoticed. This, despite the fact that without their input, the equation to the final product would be incomplete.
Liquor sold at such websites as Oaks & Corks doesn’t simply come from cans and taps. It is a product of the collaboration between the farmers and the brewers. Add the business aspect of it and the equation becomes a complete necessity. Perhaps this is how things were meant to be in the first place, in the pursuit of the better end product.
How alcohol delivery website, Oaks & Corks, stands out among the competition.
Imagine your friends are coming over for dinner. In preparation, after returning from your trip to the grocery store, you realize you forgot one key ingredient for a fun-filled night – the booze. Now imagine having to backtrack to the store for this one item. Annoying, right? Well, what’s even more annoying is that the store may have what you need, but probably charges double or even triple the price.
Like most e-commerce stores in Nairobi, Oaks & Corks have the solution to this, with their swift delivery service. But the customer experience journey is a bit different with them; a more convenient one. For one, their site layout is sleek, with an easy navigation system in place.
But there are factors, as we find out some below, that provide the right backdrop for doing this kind of business:
- Consumers now demand choice as a right.
With brick-and-mortar liquor stores, consumer choice is at the mercy of those who stock the shelves. That’s fine if you live near the city. But many have to drive awhile to find selection, or rely on whatever the nearest store chooses or is able to stock.
- Millennials are of age, and they buy their booze differently.
The Kenyan population is comprised of at least 60% millennials – a relatively high number – with an insatiable thirst for booze. This demand partly explains the growth of liquor business in the country.
But it is more than just being legal; millennials have grown up in the button-tapping age. They expect to buy most, if not all, of their demands this way. Say dinner arrives from an online order while watching a movie on Netlix, why would one not get the accompanying wine from an online order as well?
- It’s a lower-risk way to do e-commerce.
Given the many alcohol-delivery businesses in the city, the overhead cost is low and the risk much less than traditional hospitality business. This especially for the retailers themselves.
- It’s an easy branding opportunity.
Over the past five years or so, there has been a continuous scramble by businesses trying to grow their brands using content. Beer, wine, and liquor brands are getting a boost here as many of the alcohol-delivery websites offer their customers knowledge resources on their products.
Oaks & Corks, for example, has a dedicated blog page full of articles relating to their model and products.