The eCommerce industry is turning prohibition-era inspired legislation upside down. The spirits industry has always been defined by dynamism and innovation, as explained in this deep dive on Bud Light’s recent woes: “The alcohol industry has long been a staple of the American economy and social scene, with different trends emerging, morphing, and subsiding over the decades.”
As 2023 marches forward, one can hardly shake off the feeling of being perched on the edge of a new economic epoch, where modern norms, rules, and notions are put under political scrutiny. The pulsating digital economies, spearheaded by China’s behemoth direct-to-consumer (DTC) brands and tech giants like Shein, Temu, and TikTok, are waging a battle of economic influence and cybersecurity.
A cautionary tale, perhaps: if Nike pulls the plug on its DTC emphasis, omnichannel strategies may be the way to go. In February 2022, we detailed Nike’s push towards direct-to-consumer channels in a report called “Omnichannel Nirvana“, explaining:
