Charlie Merrells left his job as Amazon’s UK category head for beer, wines and spirits days before the coronavirus lockdown hit the country. He could hardly have picked a more tumultuous moment for retail as the pandemic pushed consumers – many for the first time – towards the e-commerce channel. In his new role as chief strategy officer for Amazon agency Molzi, Merrells is tasked with navigating companies through the new sales environment. Many of these firms have also been pushed towards the channel for the first time because of the coronavirus. In an interview with just-drinks this week, Merrells talks about what the rush to online has meant for beer, wines and spirits, the mistakes companies make when selling on Amazon and whether new trends for direct-to-consumer will outlive the pandemic.