A new report has shown that British drinkers buy more alcohol online than anyone else in Europe.

Analysis by Profitero, the ecommerce firm, and Nielsen market research found that 21% of UK consumers had bought alcohol online.

This puts the UK behind only China – with 27% - and Japan – 22%. The USA is among the countries where only 8% of consumers have bought alcohol online.

The report found that craft beer was fuelling the boom in online sales, as was clever use of social media marketing.

Keith Anderson, senior vice-president of global strategy at Profitero, said: “Many attributes of online shopping bode well for alcohol: convenience; ease of click-and-collect and home delivery models; price competition between retailers; and consumer access to an ‘endless aisle’ of products, particularly wine.

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