Subject area:                      Competitive Strategy, Growth Strategy, Sustainability & Development

Region:                                   Boston, United States

Industry:                               Alcohol Delivery Service

Company:                              Drizly

Decision Maker:               Nick Rellas CEO and co-founder of Drizly

Dilemma: In January 2017, Nick Rellas, the CEO and co-founder of Drizly, a Boston based alcohol delivery service found himself facing a dilemma. Amazon, the tech and supply chain giant, entered the alcohol delivery market in August 2016, and plans to continue to expand their service throughout the United States over the next year. Nick has always been confident in Drizly’s market strategy and strong brand loyalty, however with Amazon entering this market, the stakes for making the right decisions are high: if Amazon’s alcohol delivery service grows as quickly as projected, this could have serious consequences on Drizly’s business. Nick needs to decide how to best differentiate his business to maintain Drizly’s competitive edge, as the market for alcohol delivery services shifts from small startups to what could soon be dominated by Amazon.