Alibaba Opens E-commerce Platform To Liquor Sales, With Suntory’s Help

Chinese e-commerce giant Alibaba is launching online sales of distilled spirits in partnership with Japanese brewer Suntory Holdings, which has opened a store on the Tmall e-commerce platform. Suntory’s U.S. distillery and group member Beam Suntory has begun selling Jim Beam and Maker's Mark bourbon whiskey, and Courvoisier cognac, on the site. Alibaba is also selling whiskey and other liquors in its physical stores, including RT-Mart superstores and Hema supermarkets, following its strategy of blending online and brick-and-mortar shopping. Beam Suntory opened a liquor store in China in July 2017.