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The Cincinnati Business Courier reports that Kroger “has formed a partnership to deliver wine to customers’ homes, marking the latest in a series of deals it has formed to improve its home delivery capabilities.”

According to the story, Kroger “is partnering with Los Angeles-based Drinks Holdings to sell wine to be delivered to customers’ homes or offices. The plan is to offer the service initially in 14 states with more areas to be added.” No launch date has been announced.

Other points from the story:

• “Kroger will sell the wines at prices ranging from $10.83 to $16.67 per bottle, according to Bloomberg. The wine, which comes from places such as California, Italy, France and Spain, will be available in six- and 12-bottle packs.”

• “Drinks Holdings is a fast-growing e-commerce business that delivers wine to customers’ doors … The company uses data for marketing similar to how Kroger uses its 84.51 data analytics company to help it market to customers and determine which products to offer.”
KC's View:
“Latest in a series of deals,” is right. There is no question that Kroger seems to be picking up momentum these days, making moves around the board with the likes of Ocado and Walgreen, and this is a particularly interesting move.

Alcohol can be a problematic thing to sell online and deliver because of licensing issues, but maybe in this case it makes sense for Kroger to team up with an outside vendor. (If it works out, y’think maybe Kroger would acquire Drinks Holdings?)

The interesting thing is that while Amazon sells wine - just check its site - it does virtually no marketing of that fact. Not sure why it even bothers.

This could be a place where Kroger could really differentiate itself, especially if it can use some of its shopper data to target likely consumers in this category.