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A digital meal kit platform is partnering with leading alcohol brands.

eMeals is including menu pairings with branded wine, beer and spirits recommendations as options on its weekly shopping list. Alcohol brands including Bacardi, Jackson Family Wines and Francis Ford Coppola Winery are participating in the new program.

eMeals provides curated meal plans connecting consumers and food brands to the online grocery pickup and delivery services of Walmart, Amazon, Kroger, Shipt, and Instacart. Subscribers can send their final food and beverage selections for the week to any of those omnichannel services for online grocery fulfillment with a tap, or use the list for in-store shopping.

The alcohol partnerships are executed through eMeals’ BrandBuilder program, which is designed to grow online and in-store sales for participating food and beverage brands through a combination of recipe discovery on the service’s 15 weekly meal plans, shoppable recipe content with brand placement on eMeals shopping lists, and related promotional campaigns. eMeals also provides shopping analytics.

 “The digital environment is critical to alcohol sales growth, both directly from e-commerce sales and indirectly from the role that online visibility plays in building brand awareness and generating demand,” said Lorran Brown Cosby, VP of digital commerce at Bacardi North America. “eMeals’ BrandBuilder program offers a unique platform for alcohol brands to fuel growth from the top to the bottom of the funnel, including coupling drink recommendations with special occasion menus to drive awareness of online alcohol delivery and availability.” 

On-demand delivery and pickup of adult beverages is becoming an increasingly popular option for grocery retailers. Kroger, Sam’s Club, Aldi, Walmart and BJ’s have all launched or expanded online alcohol delivery in the past eight months.

Read an exclusive Q&A with eMeals CEO Forrest Collier here.
 





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