Amazon brings the hooch, in 60 minutes, to Manhattan

Amazon customers living in Manhattan can now have beer, wine and spirits delivered to them in just one hour through the Prime Now mobile app, setting up what should be an extra festive holiday season. Until now, it was only Seattle that could imbibe within an hour via Amazon, but the company would not say Thursday, Dec. 10, 2015 if it was expanding that convenience elsewhere. Starting today, Eataly is being added to the lineup of local stores offered in Manhattan and Prime Now Chicago is adding local store delivery from Plum Market, Sprinkles Cupcakes and My Fit Foods. “This holiday, we’ve also added thousands of products to Prime Now and we’ll be delivering up until midnight on December 24-we are a procrastinator’s dream, offering tens of thousands of items that can be delivered right to your door in an hour or less”.

Still no word, and this reviewer didn’t have time to wait around this morning.

Only trial and error will reveal the true king of the city’s booze delivery scene, but in the meantime, we’re happy to start performing our own extensive research.

CEO Jeff Bezos can’t afford to slip on a launch like this.

Furthermore, Re/Code states that while Amazon had to acquire a liquor license in Seattle, it went through different rules for NY. For customers with an emergency who qualify for it (whoever they are, wherever they are), Prime Now’s one-hour deliveries are advertised at $7.99.

The only real difference is that Amazon is using permitted “delivery service providers” for alcohol orders in NY, according to an Amazon spokeswoman.

Amazon’s service has an age verification page and a notice saying ID is required on delivery.

Amazon has added 4,000 items to Prime Now in the run up to the holidays, including toys and baking supplies.

Hope Mario wasn’t out too late last night.