Fizz Up Your Night: Instacart’s Gen Z-Aligned Alcohol Delivery App Takes Off

Instacart Launches Fizz: Targeting Gen Z with Alcohol and Snack Delivery

Instacart has unveiled a new app called Fizz, specifically designed to cater to the Generation Z demographic by offering alcohol and snack delivery. This move is part of Instacart's strategy to diversify its customer base and attract younger, price-conscious users who are more likely to order drinks and snacks rather than traditional grocery items.

Key Features:

• Affordable Delivery Fee: Fizz charges a lower delivery fee of $5 compared to the regular $8 on the Instacart app.
• Snack Bucks: A program that allows alcohol brands to offer discounts on snacks.
• Partiful Integration: Users can create events and share links for group orders, making it easier for friends to order together.

Strategic Vision:

Daniel Danker, Instacart’s chief product officer, highlighted that Fizz is designed to serve a previously underserved market. The app is not only aimed at capturing the younger audience today but also building a funnel into the main Instacart app as these users grow older and their needs evolve.

Competition:

Fizz will compete with other delivery services like DoorDash and Uber Eats, which also offer alcohol delivery. However, Instacart’s recent reduction in the minimum spend to $10 for paid subscribers to get free delivery has increased engagement, a strategy that could be advantageous for Fizz as well.