Preparing for Online Sales

In an interesting presentation at the Beer Marketer's Insights Conference in New York (where A-B announced Mich Ultra Pure Gold), Heineken USA chief Ronald den Elzen warned that ECommerce is not only growing, but it's already huge and will continue to grow 70% a year for consumer goods, likely constituting 10% of sales by 2025. While beer and alcohol online sales are a much smaller than other CPG categories (only 0.2 share), it could grow to 53 million cases in five years, says Ronald.

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