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Selling alcohol online is one of the fastest-growing sectors in e-commerce, but it’s also one of the most complex. Whether you’re a small craft spirit producer, a thriving wine label, or an innovative non-alcoholic beverage brand, tapping into online sales can massively expand your reach (and business/sales) — if you understand the rules and choose the right partners.
In this guide, we break down everything you need to know about selling alcohol online, including legal requirements, sales strategies, and why partnering with Bemakers simplifies the journey across European markets.
Why sell alcohol on the internet (online)?
Buying liquor, spirits, wine, and beer online is no longer niche; it's mainstream. Whether you're wholesaling spirits online to cocktail bars or offering direct-to-consumer (D2C) craft beers, the opportunity is massive.
But here's the challenge: selling alcohol online isn't as simple as setting up a Shopify store or joining a marketplace (such as Amazon) in your homemarket . You need to navigate a complex web of regulations, logistics, and compliance.
Step 1: Understand the Legal Landscape
At this point you are probably wondering do you need a license to sell alcohol online? The short answer: yes. But the specifics depend on where you operate and where your customers are.
In Europe, each country has its own regulations around alcohol sales, including:
- Licensing and permits
- Age verification requirements
- Labelling and packaging rules
- Import/export taxes and duties
- Logistics and delivery restrictions
- There are also differences in VAT and excise + how you need to be set-up to report and pay (+ when)
Operating without proper licensing / legal set-up can lead to fines, seizures, or shutdowns. Getting this right is the foundation of success.
Step 2: Choose Your Online Sales Sales Model
When exploring how to sell liquor online, you have several options:
- Direct-to-Consumer (D2C): Selling directly through your own website or webshop, controlling your pricing, branding, and customer experience.
- Business-to-Business (B2B): Selling directly to restaurants, bars, hotels, and retailers — maintaining control over your pricing, positioning, and trade relationships.
- Marketplaces: Listing products on larger e-commerce platforms.
For modern beverage brands, D2C and B2B offer the most control over margins, customer data, and brand narrative.
These aren’t either-or decisions. Many successful brands combine different online sales models for a diversified sales strategy. The key is understanding that each channel comes with its own requirements — from licensing and logistics to pricing strategy and customer support.
Step 3: Set Up the Right Infrastructure
Selling alcohol online isn't just about the digital storefront; it's also about the behind-the-scenes machinery:
- Warehousing and inventory management
- Order fulfillment and delivery partners
- Customs and cross-border logistics
- Regulatory compliance and documentation
- Reporting + payment of taxes
- Reminders (invoices not paid)
- Handle return orders / refunds
That is many things to be on top of, and every European market has its own rules, making one-size-fits-all setups impossible.
Sweden, for example, has a state-run retail monopoly (Systembolaget) that tightly controls alcohol sales to consumers. D2C sales must go through distance-selling frameworks, with strict rules on labeling, logistics, and registration. Germany, by contrast, has a more open market — D2C is allowed, but sellers face complex local requirements like packaging registration (ZSVR), bottle deposits, and alcohol-specific tax rules.
These differences highlight why infrastructure is key. What works in Germany won't necessarily work in Sweden, and entering a new market often requires entirely new workflows.
Step 4: Optimize the Customer Experience
With legal and logistics in place, focus on how to sell drinks online in a way that delights your customers:
- Smooth, mobile-friendly e-commerce design
- Transparent pricing (including taxes and duties)
- Reliable delivery times and tracking
- Responsive customer support
- Engaging brand storytelling
Beyond functionality, the customer experience is where your brand truly comes to life. Every interaction — from your website and emails to packaging and delivery — should reflect your identity.
Where to Sell Alcohol Online (and How to Do It Better)
Many blogs recommend starting small, testing markets, and scaling cautiously. But what if you could access several European markets from day one—without worrying about licenses, taxes, or paperwork?
That's where Bemakers comes in.
How Bemakers helps your alcohol beverage brand to succeed
At Bemakers, we provide a modern distribution platform built for beverage brands that want to take control of their online sales.
✅ We handle the regulatory complexity
We manage the licensing, compliance, and logistics across multiple European markets, so you don't have to.
✅ We connect you to B2B and D2C channels
Our platform, Bemakers Commerce, gives you a central hub to manage both business buyers and direct customers. Learn more about it here.
✅ We provide transparent, flexible infrastructure
You own the customer relationships, pricing, and brand narrative. We simply provide the tools and support to make it work across borders.
✅ We support scaling
Active in several European markets and constantly expanding, we help you move faster, safer, and smarter.
✅ We provide a robust supply chain you can rely on
From bonded warehouses to integrated logistics partners, our infrastructure ensures your products move efficiently and compliantly — whether you’re shipping locally or cross-border.
✅ We simplify fulfillment and delivery
We take care of the operational heavy lifting — inventory, pick-and-pack, shipping, returns — so you can focus on growth, not managing shipments.
Selling alcohol online, the complicated or the modern way?
Figuring out how to sell alcohol online can feel overwhelming, but with the right partner, it's an opportunity to transform your business.
Instead of handing over your products to a reseller or distributor, Bemakers helps you sell directly, stay in control, and focus on what you do best: crafting exceptional beverages.
Ready to see how Bemakers can help you sell alcohol online? Contact us for a demo!
