As a retail and consumer analyst, I‘ve been closely following the rapid rise of online grocery delivery services like Instacart. One of the most fascinating developments in recent years has been the expansion of alcohol delivery. But with this new convenience comes important questions about age verification and responsible service. Chief among them: does Instacart actually check ID for alcohol orders?
In this in-depth guide, I‘ll walk you through everything you need to know about Instacart‘s alcohol delivery policies and procedures. We‘ll cover the legal landscape, how ID verification works, challenges and best practices, and what it all means for you as a customer.
The State of Alcohol Ecommerce and Delivery in the U.S.
To put Instacart‘s role into context, let‘s first look at some key statistics on the alcohol ecommerce market:
- Online alcohol sales reached $6.1 billion in 2021, up from $2.6 billion in 2019 (Source: IWSR)
- The number of U.S. states allowing alcohol delivery has doubled since 2019 to over 30 (Source: Rabobank)
- 60% of alcohol consumers have purchased alcohol online, with 44% receiving home delivery (Source: Drizly)
Clearly, demand for alcohol delivery is booming. The COVID-19 pandemic accelerated existing growth trends as consumers sought out more convenient and contactless ways to shop.
This has put companies like Instacart in a tricky position. On one hand, alcohol delivery is hugely popular with customers and a major revenue generator. Instacart saw a whopping 75% increase in alcohol sales in 2020 (Source: Instacart).
But on the other hand, navigating the complex web of alcohol regulations across federal, state, and local jurisdictions is a massive challenge. Laws governing who can sell and deliver alcohol, in what quantities, at what times, and to whom vary widely.
So Instacart has had to develop robust internal systems to ensure they remain compliant as they rapidly scale their alcohol offerings. Central to this is a strict ID verification protocol for every single alcohol order.
How Instacart‘s ID Verification Process Works
To get into the nitty gritty of how Instacart checks ID, I interviewed several full-service shoppers about their experiences. The process is highly structured with multiple checkpoints:
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At checkout, the customer must enter their date of birth to confirm they are over 21.
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When the shopper arrives at the delivery address, they must physically check the customer‘s ID. Acceptable forms include:
- U.S. driver‘s license
- U.S. passport
- Military ID
- State-issued ID card
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The shopper visually inspects the ID for signs of fraud or tampering. They verify the photo matches the customer and the date of birth aligns with what was entered at checkout.
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Using their Instacart app, the shopper scans a barcode on the back of the ID. This validates it against official databases to confirm authenticity and check for expiration.
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If the ID passes the scan, the customer signs for the order and takes possession of the alcohol. If issues arise, the shopper contacts Instacart‘s Trust & Safety team for guidance.
This multi-step verification combines visual inspection, electronic authentication, and face-to-face interaction. It‘s designed to weed out fake IDs and ensure alcohol doesn‘t end up in the wrong hands.
From a technology perspective, ID scanning has become increasingly sophisticated in recent years. Instacart partners with Retail Access Control Standards (RACS) and GrocerKey, which maintain comprehensive databases of state-issued IDs. Their software uses machine learning algorithms to detect inconsistencies that could indicate a counterfeit.
Former Instacart shopper Sarah D. told me, "I probably checked over 300 IDs in my time shopping. I got pretty good at spotting fakes. The barcode scan caught a lot, but sometimes I had to go with my gut if something felt off, like if the photo was blurry or the lamination looked weird."
Challenges of Alcohol Delivery ID Checks
Despite rigorous procedures, checking IDs for alcohol delivery comes with inherent challenges. A few that shoppers commonly cited to me:
- Customers not having their ID ready when the shopper arrives, leading to delays
- Confusion over whether someone else at the residence can accept the delivery
- Pushback from customers who feel insulted about being carded
- Inconsistencies between the date of birth entered at checkout vs. what‘s on the ID
- Staying alert for intoxicated customers who shouldn‘t be served more alcohol
There‘s also the uncomfortable reality that some shoppers do face pressure to be lenient on ID checks in order to avoid complaints and maintain high ratings. Instacart strongly discourages this and has systems to flag shopper accounts with unusual alcohol order activity. But it remains an area the industry as a whole is grappling with.
How Does Instacart Compare to Other Alcohol Delivery Services?
Instacart‘s ID verification process is quite robust compared to some other major players in alcohol delivery. Let‘s look at how it stacks up:
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DoorDash: The delivery driver checks customer ID at the door and scans if it‘s required by state law. No date of birth entry at checkout. (Source: DoorDash)
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Drizly: Similar to Instacart with date of birth at checkout and physical ID check at delivery. Some retailers require the recipient to be the same person who placed the order. (Source: Drizly)
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Minibar: ID is checked at delivery, but unclear if date of birth is required at checkout or if scanning is used. (Source: Minibar)
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Gopuff: ID is scanned at delivery for age verification. Some locations allow a different household member to accept the order. (Source: Gopuff)
As you can see, there is some variation, but most major alcohol delivery services have converged around a model of checking ID in-person at the point of delivery. The main differentiator seems to be whether date of birth entry is required at checkout as an extra safeguard.
It‘s worth noting that some services use their own couriers to deliver alcohol orders, while others like Instacart and DoorDash rely on independent contractors. This can make it harder to achieve total consistency in how IDs are checked since each individual shopper is responsible.
Tips for a Smooth Instacart Alcohol Delivery
Now that you know the ins and outs of how Instacart verifies age for alcohol purchases, here are some tips to ensure your delivery goes off without a hitch:
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Make sure you‘re in one of the 14 states (plus D.C.) that allows alcohol delivery through Instacart. When in doubt, check the Instacart app or website to see what‘s available in your area.
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Have your ID ready when the delivery arrives. Remember, the shopper can‘t just leave alcohol at your door like groceries. If you don‘t answer, they‘ll have to return the items.
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If you‘re worried you might miss the shopper, consider having a spouse/roommate/family member over 21 available to accept the delivery. Make sure they also have a valid ID on hand.
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Don‘t try to visibly intoxicated when accepting an alcohol order. The shopper has the right to refuse service if you seem impaired.
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Be kind and understanding if a shopper asks to see your ID, even if you‘re clearly over 21. They‘re just doing their job and following the law. A little patience goes a long way!
Looking Ahead: The Future of Alcohol Delivery
As alcohol ecommerce continues its meteoric rise, I expect we‘ll see even more innovation around age verification in the years to come. Some emerging technologies to watch:
- Facial analysis software that can estimate age based on a photo
- Fingerprint scanning for biometric ID confirmation
- Blockchain-based digital IDs that are harder to fake
At the same time, the regulatory landscape is shifting quickly. In 2022, California passed a law permanently allowing restaurants, bars, and distilleries to sell alcohol to-go and via delivery. Other states are considering similar measures to boost the struggling hospitality industry.
All of this means that services like Instacart will likely keep expanding their alcohol offerings while investing heavily in compliance solutions. For consumers, that translates to more convenient (and hopefully seamless) access to your favorite beers, wines, and spirits. Cheers to that!
In the end, Instacart‘s ID verification process is all about striking a balance between customer satisfaction and responsible service. It may not be perfect, but it‘s a critical safeguard as alcohol delivery goes mainstream. I hope this deep dive has given you a better understanding of what goes on behind the scenes to get those margarita fixings to your front door. Stay safe and sip responsibly!
