Even if one might have planned the best-stuffed turkey of all time or the heart-melting cheesecake, none of the guests will sing praises if the booze counter seems inadequately lousy. While wines, spritzers, and champagne are nice for luncheons, cocktails are the default mood opener for dinner parties. In the e-commerce industry, marketers of consumer packaged booze offer consumers the ability to shop online, where and when they want. When in the middle of a party, the host realizes he ran out of wine, the e-commerce market with fast delivery time comes to his rescue.