What: The department store partners with Drinks, the online leader in adult beverage.

Why is it important: This announcement comes as online wine shopping continues to gain widespread adoption.

The new offering marks a significant expansion of the retailer’s existing online wine program and a new model that will allow customers to make friction-free purchases without a subscription.

Alcohol e-commerce has surged over the past year and is expected to increase steadily over the next five years. As wine e-commerce gains popularity among consumers, Drinks is giving retailers an edge by allowing them to seamlessly bring the wine category online alongside their other products, and offer their customers quick home delivery.

Macy’s and Drinks Launch New Online Wine Shop