Never stand in between Amazon and magnum of bubbly, delicious profits. The company is officially in the booze business down under.

As Australia shut down in the first half of the year some retail categories proved famously contrarian, showing strong growth even as the economy went into hibernation – alcohol sales are a case in point.

Now the local Amazon service is spiking the keg on this particular sales fest. The company has announced the launch of a Wine, Beer and Spirits store today featuring emerging local brands such as Curatif Cocktails, SOFI Spritz and Lawrenny Estate, alongside well-known brands including Penfolds, VB, and Johnnie Walker.

According to the University of NSW, “Australian online alcohol sales were worth an estimated $569.4 million in 2019, representing 4.6 per cent of total alcohol sales, in a rapidly growing market where online sales averaged 14 per cent annual growth in the previous five years.”

Amazon says its Wine, Beer and Spirits service adds to more than 125 million items already available on It is also making free delivery available for Prime members on domestic Prime-eligible products.

Mindful of the community concerns making alcohol more easily available the company says it has set up multiple precautions to ensure purchases are made and delivered appropriately:

  • Alcohol is not for sale to people under the age of 18 and customers will be required to provide their date of birth at checkout when paying for items listed in the Wine, Beer and Spirits store.
  • All alcohol deliveries are age verified, with unattended deliveries not supported. Read more about our Age Verified Delivery process here.

According to Matt Furlong, Amazon Australia Country Manager, “ Customers will be able to experience the convenience of ordering their favourite wine, beer or spirits alongside all the other products available on from household essentials, fashion and beauty, through to video games and books.”

“Australian brewers, distillers and winemakers make some of the world’s best beverages from Organic Wines to Curatif Cocktails. We’re particularly thrilled to work with local brands at launch and help them access our customers, marketing tools and logistics expertise to grow their business,” Furlong continued.

Matt Sanger, Co-founder of Curatif said, “Curatif is thrilled to be in the first wave of Australian liquor companies to launch on Amazon Australia. We are so excited that we’ve decided to make our latest ready-to-serve creation exclusive to – the Curatif Plantation Rum Pineapple Daiquiri.”

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