How the Bottles app pivoted from alcohol to grocery deliveries

Lockdown level 3 has kicked in and alcohol is back on the shelves, but that doesn’t mean having to run to the local bottle store and queue, thanks to online portal Bottles.

In 2016, Viviers and Enrico forever altered South Africa’s alcohol retail landscape by launching the first on-demand alcohol delivery app and service. In mid-2018, the site partnered with Pick n Pay Liquor to scale up their beverage delivery business and cement their place as the leading on-demand alcohol delivery servicer in the country. It sourced from over 60 Pick n Pay Liquor stores nationwide.Pre-empting the lockdown and government’s ban on alcohol, the site leveraged its existing relationship with Pick n Pay. The team pivoted its business to an on-demand grocery essentials app, offering same-day delivery, and business boomed.

Survival hinged on quick, innovative thinking. Viviers and Ferigolli applied their entrepreneurial mindsets to the problem, and with the help of Pick n Pay’s online team, devised a wise pivot that enabled them to survive and thrive. The proof of concept was small, using two stores to offer a limited basket of 150 items but the response from registered Bottles users was overwhelming.

It has more than doubled its reach and has trebled its order volume in a matter of weeks, while giving customers an efficient and safe way to stay home and top up their grocery essentials.

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