When customers purchase wine on Drizly, they typically start by searching for one particular product. Once they’ve chosen the store they want to buy it from, many take the opportunity to add more items to their carts, whether they’re looking to meet the retailer’s minimum order requirement or simply stock up. Understanding which products shoppers add to their carts when they begin by purchasing wine can help increase order values and optimize online inventory. 

Drizly data shows that wine buyers are valuable customers. Year-to-date, wine-first orders average the same as spirits-first and more $15 higher than beer-first orders. The top wine subcategories on Drizly year-to-date are red wine, white wine, Champagne/sparkling wine, and rosé. To determine the top subcategories and SKUs that consumers add to their carts when they select these top-selling items first, BevAlc Insights explored basket-building data from Drizly orders. 

Wine Shoppers Order Wine With More Wine

Across all wine categories, there is one clear theme: Wine drinkers tend to order wine with more wine. “Knowing that wine consumers shop across wine categories on Drizly,” says Liz Paquette, Drizly’s head of consumer insights, “retailers can optimize their inventory by assuring a diverse inventory that appeals to cross-category shoppers.”

American wines account for more than half of wine sales on Drizly, and Josh Cellars, Bota Box, Barefoot, Decoy, and La Crema were the best-selling American wine brands earlier this year.

Red Wine Buyers Love Beer 

Customers that start their Drizly orders with red wine tend to add other red wines—especially Cabernet Sauvignon—to their carts. The top-selling red wine SKU on Drizly year-to-date is Josh Cellars Cabernet Sauvignon; Decoy and Caymus also have Cabernets in the top five.

When red wine shoppers venture outside the wine category, they most often buy weightier beers and brown spirits. This indicates a preference for fuller-bodied drinks that mirror the profile of red wines. 

Top Subcategories Added to Baskets on Drizly That Start With Red Wine

1. Red Wine
2. White Wine
3. Ale
4. Whiskey
5. Lager

White Wine Shoppers Seek Out Lighter-Style Drinks

Like red wine buyers, white wine shoppers tend to seek out beverages with a similar profile. Three of the top five best-selling white wine SKUs are Sauvignon Blanc, with Kim Crawford as the No. 1 brand, followed by Oyster Bay and Matua. Pinot Grigio is another popular choice. 

Customers that choose white wine first frequently add lighter-style products to their carts such as rosé, vodka, and Prosecco. However, unlike red wine buyers, who also purchase beer and spirits, they tend to stick to the wine category. Carrying a good selection of wine across categories is key to appealing to this customer. 

Top Subcategories Added to Drizly Baskets That Start With White Wine

1. White Wine
2. Red Wine
3. Rosé Wine
4. Vodka
5. Prosecco

Rosé and White Wine Shoppers Drink Alike

The top five most-added subcategories for rosé are nearly identical to those for white wine, except that pink wine shoppers add white wine to their carts before red. This suggests that these consumers gravitate toward light and refreshing drinks. French rosé is especially popular with Drizly customers, with Whispering Angel Rosé, Gérard Bertrand Côte des Roses, and The Palm by Whispering Angel as the top-selling SKUs.

Champagne and Sparkling Wine Drinkers Love Bubbles

Customers that add Champagne or sparkling wine to their carts first also purchase wines that are similar in style, such as white wine and rosé, along with lighter spirits like vodka. Interestingly, hard seltzer—another bubbly beverage—also landed a spot in the top five, continuing the “light and fresh” theme. The best-selling Champagne/sparkling wine SKUs on Drizly represent a mix of luxury and value brands, with Veuve Clicquot Yellow Label, La Marca Prosecco, and Dom Pérignon Vintage taking the top three positions.

Top Subcategories Added to Drizly Baskets That Start With Champagne/Sparkling Wine 

1. White Wine
2. Red Wine
3. Rosé Wine
4. Vodka
5. Hard Seltzer

Wine Spritzers are on the Rise

Though wine spritzers account for less than one percent share of total wine sales on Drizly, the category is one to watch. Its growing popularity suggests that like consumers of other beverages, wine drinkers are looking for lighter-style alternatives that offer new flavor profiles. 

“Innovation continues to occur in the segment following the rise of hard seltzer and ready-to-drink, spirits-based cocktails,” says Paquette. “Both are both among the top five subcategories added to wine spritzer orders.” 

The Barefoot brand dominates Drizly’s list of top-selling wine spritzers, accounting for all but two of the top 10. Flora—marketed as vegan and gluten-free to appeal to health-conscious consumers—and Ohza are also brands to watch in the coming years. 

Top Subcategories Added to Spritzer-First Baskets on Drizly

1. Wine Spritzer 
2. White Wine
3. Red Wine
4. Hard Seltzer
5. Rosé Wine
6. Ready-to-Drink