Why is there no on-demand late night wine delivery?

Pretty much every time I have wanted to get wine (or any other alcohol) delivered, it has always been a last-minute, ASAP-type of guest entertaining need. And almost every time, I have been disappointed.

The reason was always about timing. This would usually occur in situations where I was already in the middle of hosting people at my place and ran out of wine, or in those moments of spontaneous post-event afterparty offerings. Each time, I would half-heartedly reach for my phone to open (insert booze or grocery delivery app here), and each time, I would see the same error message: "Unfortunately there are no stores in your area delivering at this time. Earliest delivery: Tomorrow, 11am."

I checked Drizzly, Instacart, and Saucey, and each of these apps' latest delivery time is 9pm. This is with the exception of Amazon Prime Now, which would deliver up until midnight within a one hour window for a $10 fee. However, I was only offered this late delivery window for the following evening, and was told there were no available delivery times for that same night when checking the app at 10pm.

Could it truly be that there is not enough of a late-night, impulse-buy booze market to make this profitable for these companies? Maybe not on a weeknight, but on the weekends I find it hard to believe that there is not a lot of pent-up demand for convenient and fast alcohol delivery. Eaze, the on-demand cannabis delivery app, has delivery times until 10pm with delivery windows as small as 5 minutes. If weed can do it, wine should certainly be able to do it too.

Especially in California, where alcohol can be sold off-premise until 2am, why are there not late-night wine and liquor store fronts that are operated primarily as late-night delivery outlets? Their drivers could drive around with a streamlined collection just like Eaze drivers do with cannabis. I think there is a huge opportunity in urban markets as well as in suburban areas where grocery and liquor stores close as early as 8 or 9pm. I suppose Amazon is the most likely candidate to get the job done here. Next time I have this issue between 9 and 10pm, I'll give Amazon Prime wine delivery a try, and I'll let you all know if I manage to receive the wine in any sort of reasonable time frame.