In the latest analysis from global drinks insights firm IWSR, it seems that more consumers than ever – especially among the millennials segment – are willing to pay more for ultra-fast (under an hour) beverage delivery.

Boomers are less likely as a segment are still less willing to pay more, but that is changing too. Overall, 21% of consumers said that waiting for delivery is a barrier to shopping for alcohol online – a not insignificant number.

Read the full report here.