During the early 2000s, a shadowy organization called Dial-a-Booze delivered vodka and beer to thirsty Glaswegians who were poorly served by the city’s strict licensing laws (which prohibits the sale of alcohol after 10pm and before midday). It’s ‘marketing’ was entirely word-of-mouth, everyone knew what it was, and enough of them had the latest phone number to keep the party going at 3am. A text message was all that stood between revelers and a trunk-load of drastically marked-up beverages.
Despite being treated by locals as if it were a vital public service, it was, of course, completely illegal. Skip 12 years and an ocean and the concept pioneered by Dial-a-Booze has become a legit enterprise.
Drinkeasy is an SMS-based liqor store that doesn’t stop at the already-appealing idea of drinks-to-your-door. In true hipster style, the service peddles craft spirits produced by microdistilleries. It provides specific information on the source of each tipple. This is a smart move considering 24 hour grocery deliveries are already available to deliver the big brand products at cheap prices. Simply offering Smirnoff and Jack Daniel’s to mobile drinkers is not a USP; opening the door to a world of small-batch delights, not necessarily available at supermarkets, is.
The service is the brainchild of Nick Manning and Harry Raymond, the guys behind Swig, a drink-friendly social networking app. Since launching the app, they began receiving requests for drink recommendations, prompting the idea that they could combine their knowledge of local, small-batch liqor with a delivery service.
Right now, Drinkeasy is only available by invitation. But that, along with the selection of alcohol (which is currently limited to hard liqor) is expected to change in due course.