FreshDirect delivers booze in the Hamptons

A rose colored delivery van with the FreshDirect logo on the side.

Written by James Shea

The delivery of booze continues to expand. Online retailer FreshDirect is offering two-hour beer, wine and spirit delivery in the Hamptons and Montauk areas of New York state.

The Hamptons and Montauk are exclusive areas where people from New York City vacation in the summer. The move makes sense, as people are willing to pay extra for the delivery of alcohol while on vacation.

Called Rosé Express, deliveries for the service will be done in a branded delivery van. The service will only be available during the summer tourist season but the company is planning to offer specials through the season.

“With the anticipated summer season underway, there’s certainly cause for celebration with family and friends,” FreshDirect CEO Farhan Siddiqi said. “We are thrilled to launch Rosé Express, providing service, ease and speed to new levels. As a leader in food home delivery, we are always looking for new ways to enhance our customers’ shopping experience.”

FreshDirect operates in seven states, including the New York and Philadelphia metropolitan areas. Ahold Delhaize and Centerbridge Partners aquired the company in 2021.

More and more online grocery stores and delivery services are selling and delivering alcohol. Last year, Uber purchased alcohol delivery service Drizly and numerous states have recently passed legislation that allows for the delivery of alcohol.

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