Drizly plans to extend the reach of its alcohol delivery service across more of the US next year

Drizly plans to extend the reach of its alcohol delivery service across more of the US next year

Drizly has created the position of editor-in-chief and "chief cocktail officer" to lead the non-purchase content of its website.

The US online alcohol delivery service said yesterday that Trisha Antonsen will fill the new role. Antonsen joins Drizly from Wayfair, where she was editorial director.

The firm said that Antonsen has developed a content-to-commerce strategy that includes the use of industry experts and bloggers to create editorial content, as well as cocktail recipes, "brand integrations" and a partnership with Food & Wine Magazine.

Drizly said it is targeting an "immersive content-to-commerce experience for consumers" with the creation of the editorial position.

"Our goal is to be the ultimate destination combining expertly-crafted content with the unique purchasing experience of alcohol-on-demand," said Antonsen. "We are building a brand that is about shared experiences; that delivers beer, wine and liquor to your door..."

Drizly currently offers delivery of beer, spirits and wine in Austin, Baltimore, Boston, Chicago, Dallas, Denver, Hoboken/Jersey City, Indianapolis, Los Angeles, Minneapolis/St Paul, New Orleans, New York City, Providence, Seattle, St. Louis, Tampa and Washington DC.