A common worry for spirits brands: if we sell online, will retailers and distributors see it as competition? Five years of survey data says online sales send people into stores, not away from them.
What does the data say?
The 2026 Sovos ShipCompliant Direct-to-Consumer Spirits Shipping Report, run with The Harris Poll and the American Craft Spirits Association, asked regular craft spirits drinkers what happens after they buy a bottle online.
- 94% of those likely to buy online say they would look for the brand in a store after enjoying it shipped to them. 49% say they are very likely to. The number was 92% in both 2024 and 2025.
- 83% would buy more often from a distillery that offers online ordering, and 83% would recommend it to friends or family.
- 81% would be more likely to try a new craft spirit if they could buy it online.
Online is where many people try a brand for the first time. The store is where they keep buying it.
Why does this matter more now?
Getting and keeping distribution is harder. The American Craft Spirits Association's section of the report points to consolidation in the wholesale tier, including the bankruptcy of Republic National Distributing Company, and to wholesalers carrying fewer products and focusing on larger brands.
For a small brand, proof of demand is what earns a distributor's attention and a retailer's shelf space. Online orders are a direct, measurable form of that proof.
How do you make online orders count at retail?
It depends on who sells the bottle. When a licensed retailer sells and ships your online orders, those orders are retail sales of your products, bought through your distributor like any other.
That's how AccelPay works. The checkout sits on your own website, and each order goes to a licensed retailer near the buyer, in a network of 3,500+ licensed retail stores across 40+ states.
- Every online order is a retail sale. The retailer buys your products through your distributor, so online demand shows up in your depletions instead of competing with retail.
- Reordering is built in. We track depletions at each retailer and flag reorders with suggested POs when stock runs low.
If you sell spirits to Californians, read what changes when California's spirits shipping law ends on December 31. For plans and setup, see AccelPay pricing.
Source: Sovos ShipCompliant, 2026 Direct-to-Consumer Spirits Shipping Report (with The Harris Poll and the American Craft Spirits Association, October 2026). Survey of 2,001 US adults 21+, August 17-19, 2026, including 741 regular craft spirits drinkers.
Frequently asked questions
Do online spirits sales take sales away from retailers?
The survey data says no. In the 2026 Sovos ShipCompliant report, 94% of regular craft spirits drinkers who are likely to buy online said they would look for a brand in a store after enjoying it shipped to them, and that number was 92% in both 2024 and 2025.
Why does online demand matter for distribution?
Distributors are carrying fewer brands and focusing on larger ones, according to the American Craft Spirits Association. Proven consumer demand helps a small brand earn and keep placement, and online orders are a direct measure of that demand.
How do AccelPay online orders show up at retail?
Each AccelPay order is sold and shipped by a licensed retailer that buys your products through your distributor. We track depletions at each retailer and flag reorders with suggested POs when stock runs low, so online demand turns into wholesale orders.
Where does this data come from?
The 2026 Direct-to-Consumer Spirits Shipping Report from Sovos ShipCompliant and the American Craft Spirits Association. The Harris Poll surveyed 2,001 US adults 21+ in August 2026, including 741 who drink craft spirits at least once a month.