Instacart Expands Alcohol Retail Reach With Bottlecapps Partnership
Instacart is strengthening its presence in the alcohol retail space through a new partnership with Bottlecapps, an e-commerce platform supporting more than 1,300 alcohol retailers across the U.S. and Canada.
The partnership brings Instacart's Carrot Ads technology to Bottlecapps' platform, giving alcohol retailers access to more retail media capabilities. With this integration, advertisers will soon be able to extend their Instacart campaigns to Bottlecapps' e-commerce platform through expanded ad inventory.
The move aims to help brands reach more high-intent consumers while enhancing product discovery and delivering personalized recommendations across Bottlecapps-powered digital storefronts, according to the media release.
"Bottlecapps has built a strong e-commerce foundation for alcohol retailers, and we're excited to help them take the next step in growing their retail media capabilities," Alice Luong, senior director of e-commerce and retail media at Instacart, said in the release. "Our partners choose Carrot Ads because of our performant ad technology, strong advertiser demand and trusted closed-loop measurement."
Carrot Ads capabilities will be available to Bottlecapps retailer partners later this year. The partnership builds on an existing relationship between the two companies. Since 2022, Instacart has powered same-day fulfillment for Bottlecapps' alcohol retail partners.
"By choosing the Instacart Carrot Ads solution, we're now able to equip our network of retailers with effective tools to display the right products at the right moments to their customers,”"Corey Gerstner, chief operating officer at Bottlecapps, said in the release.
Instacart's Carrot Ads offering is currently used by more than 220 retailer banners, including Schnucks and Thrive Market, to power their retail media and e-commerce advertising strategies.
Founded in 2011, Bottlecapps is a white-label technology solutions provider specializing in e-commerce-enabled mobile apps and websites for off-premise alcohol retailers. The company also offers a suite of tools and services including digital signage, data analytics, programmatic advertising, marketing services and social commerce.
