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05/17/2021

Target adds alcohol to pickup, delivery orders

The capability should boost sales of Target’s own brands of adult beverages, including releases to come such as SunPop Wine, as the retailer saw triple-digit growth in the category during a pilot test.
Dan Ochwat
Executive Editor
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Expecting to give a boost to its own brand wines and adult beverage offerings, Target announced it will now include adult beverage items in its pickup and delivery services.

Shoppers can order for pickup in-store or curbside delivery at more than 1,200 stores nationwide or through same-day delivery with Shipt at more than 600 stores. At checkout, a shopper enters a date of birth and then a staff member verifies the shopper's identification and birth date at the pickup or delivery location.

a close up of a bottle

The adult beverage expansion follows tests last year in Florida, California and South Dakota, where sales of adult beverages climbed 450% where the capability was being offered. Target said the services will help shoppers take advantage of its growing exclusives in the category such as new and upcoming additions like SunPop Wine and Frozen Cocktail Popsicles, Photograph Wine, and The Mystic Reef Hard Seltzer Lemonade Variety Pack.

“Our adult beverage category is one of the fastest-growing divisions within our food and beverage business, and we continue to hear from guests how much they love our fast, easy and safe same-day services,” said Rick Gomez, chief food and beverage officer, Target. “As we continue to invest in the products and experiences our guests love, making our wine, beer and spirits selection available for pickup and delivery is a natural next step, and we’re proud our team moved so quickly to bring this enhanced service to hundreds of additional stores nationwide.”

The service will be available in 29 states by the end of the month and there is no minimum order required, no membership fee and it can be applied to a RedCard discount.