Although online shopping and delivery had already been the norm for many households, the COVID-19 pandemic has accelerated e-commerce and dramatically changed the way many consumers purchase their goods and services, including alcohol. With restrictions on indoor dining, the temporary closure of Pennsylvania's Fine Wine & Good Spirits (FWGS) stores, and overall health concerns about face-to-face transactions, the number of options for purchasing alcohol were limited. Retailers, such as bars and restaurants, saw on-premise sales plummet or become nonexistent. Without retail accounts to sell alcohol directly to consumers, manufacturers had to pivot and look for other avenues to sell their products. On the demand side, home-bound consumers were in search of new, safer ways to purchase alcohol from the comfort of their couches or contactless pick-up options.