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The Boston Globe reports that MillerCoors struck a deal with Drizly, described as a "Boston-based online alcohol delivery company", that will result in a cross-promotion. "As part of the partnership, Drizly delivered cases of Miller Lite for free over the past weekend in four of its nine service cities."

This is not seen as a one-off. In fact, Drizly is using the MillerCoors arrangement as a model for an approach that "will allow other brands to access Drizly’s network of liquor stores delivering beer, wine, and liquor through its mobile app … While Drizly already is able to draw revenue through the delivery fee for its services, opening up another channel through corporate partnerships is even more impressive."

According to the story, Drizly has been able "to differentiate itself in a completely untapped business sector that relied on older infrastructure, and one that has a quite frightening regulatory apparatus to overcome. The company’s proprietary mobile ID verification tool, which it allows its liquor store delivery partners to have access to, has not only made it possible to bring alcohol delivery to new markets very quickly, avoiding regulatory and bureaucratic muck and mire, but do so without very little competition.
KC's View:
There's a phrase in this story that everybody ought to pay attention to, about how Drizly was able to differentiate itself in a completely untapped business sector that relied on older infrastructure.

Man, that just strikes me as a chorus that could be sung at the funeral of a lot of businesses.