Drizly is giving itself a facelift just as holiday gift-giving takes flight, for a good reason. According to the announcement, gifting accounted for 11% of the company’s sales between 2020 and 2021.
A Drizly survey noted that 84% of respondents said they enjoy receiving alcohol as a gift. Such an emphasis comes as many consumers opt for at-home drinking versus going out, a trend that emerged during the pandemic.
Central to the refresh is a brand purpose that ditches Drizly’s delivery-on-demand positioning, instead leaning toward becoming a well-rounded ecommerce destination that can be enjoyed regardless of timing. Added features include shipping capabilities across 27 states and the ability to shop from both local and non-local retailers. Drizly also widened the reach of its corporate and concierge gift sets to 10 new markets.
Drizly unveiled a guided shopping experience intended to make gift-giving easier by helping consumers narrow down which products may suit someone best based on their flavor preferences. That experience is complimented by personalized e-cards.
New ads promoting the changes were spearheaded by the agency Party Land, while the brand identity was developed with branding agency Red Antler and photographer Marcus Nilsson. Spots are expected to air in the coming weeks and highlight Drizly’s gift-giving focus, mentioning all the reasons a consumer may need to use the app to shop for their alcohol needs.
“After building the infrastructure for alcohol ecommerce and paving the way for on-demand delivery at scale, this next phase for Drizly is all about building a tailored shopping experience to help customers find the best drinks for these moments – whether it’s a bottle for an impromptu date night at home or sending a gift across the country to mark a special occasion,” said Drizly CEO Cory Rellas.
Drizly’s overhaul comes just a little over a year after Uber purchased the company for $1.1 billion, which led to it being integrated into the Uber Eats platform while maintaining its app and website.