Many years ago I delivered pizzas for a smaller chain. I think we all were a little bit stunned when Corporate Ok’d deliveries of beer. I remember having to get a bartenders license as a delivery guy.
It was a real “Wow factor” in the suggestive selling department. “…Okay, would you like some drinks with that? Maybe some beer?..”
“Wow, you can do that!?..” Even if they didn’t want beer that night, they had filed the info away.
Word got around pretty fast. One of the thing I recall was that we’d get more people asking about the minimum food order for delivery. They just wanted the beer, but generally weren’t too concerned about paying for the food because although they were paying a premium for beer delivery, they actually got something for it.
I can’t quite recall how it all turned out, but I think the legality continued to be an issue. My (decidedly non-expert) impression was that while the corporate lawyers were initially correct, it wasn’t long before communities started to get wind of it and started to put up a fight.