At 11 years old, with a presence in over 600 cities and with nearly $2 billion in annual revenue, Gopuff has done for the convenience store what Instacart achieved in grocery and GrubHub accomplished for restaurants. But over a decade in, how does the company think about the beverage category?
“Beverage is massive,” Max Crowley, VP of merchandising at Gopuff told BevNET editor-in-chief Jeff Klineman during a discussion at BevNET Live Summer 2024. “Forty percent of our business are beverages. Alcohol is our largest category, drinks is our third largest category, two-thirds of our transactions include a beverage. So our customers are extremely hydrated.”
In this video of the discussion, Crowley also discusses the way Gopuff uses its loyalty program to boost and support beverage brands, how the company approaches promos and marketing, and why it has unique insight into the under 34 demographic and how it applies that data to fuel its growth.