How can an online alcohol store increase sales?

I’m trying to figure out what actually helps increase sales for an online liquor store, not just website visits.

For anyone running or marketing ecommerce alcohol brands:

What strategies actually improved conversions or repeat orders?

Does SEO really work for alcohol ecommerce, or are paid ads more effective?

How important are email marketing and loyalty programs?

Any growth tactics that worked better than expected?

Looking for real experiences — marketing tips, conversion ideas, or lessons learned would really help.