Drizly, the dedicated app to get your booze fix delivered straight to your door in a promised hour or less, will be shutting down in the spring, parent company Uber announced.

Drizly, recognizable by its red bear logo and clean interface on iOS, Android and web storefronts, had its roots right here in the Hub, when one Boston College student, according to company lore, texted another friend in 2012 “Why can’t you get alcohol delivered?”

Turns out you could and the three co-founders, Justin Robinson, Nick Rellas and Spencer Frazier, started building out what became “the largest online marketplace for alcohol in North America,” the company wrote. The brand attracted the interest of rideshare behemoth Uber — which also runs its food delivery service Uber Eats — which acquired Drizly for a stock and cash deal worth about $1.1 billion.

But that’s coming to a close as Uber, as first reported by Axios, will shut the Drizly subsidiary down for good in March.

“The dinosaurs. Malt liquor with caffeine in it. Drizly. Turns out, it’s true what they say… all good things come to the end,” Drizly posted on social media following Uber’s announcement.

And the company decided to apologize to a very special segment for its advertising campaigns: “P.S. tell your dogs we’re sorry for the doorbells in our commercials for all those years.”

When Uber acquired Drizly, CEO Dara Khosrowshahi said that “our goal at Uber is to make people’s lives a little bit easier. That’s why we’ve been branching into new categories like groceries, prescriptions and, now, alcohol.”

And that expansion isn’t going away, it’s just doing away with the Drizly subsidiary. Drizly confirmed in their social media statement that they were “shutting down slowly,” as orders will last through the end of March, and directed people to continue purchasing alcohol on their phones via the Uber Eats app.

One Cambridge liquor store manager who spoke with the Herald — who later asked that his name not be used nor his store mentioned — said that “Drizly was the most convenient for the customer and us” and doesn’t like Uber Eats’ system.

But an industry insider says the development “does not have a huge impact directly.”

“I think the person who is more inconvenienced than anyone else to the loss of Drizly is the consumer who got used to having a shopping platform on their phones,” Rob Mellion, the executive director at the Massachusetts Package Stores Association, a trade and lobbying association for liquor stores and convenience stores headquartered in Massachusetts. “The relationship that they have with their local package store will remain the same.”

He said that liquor stores across the commonwealth have integrated point-of-sale systems into their websites over the past five to six years, a development that Drizly helped make happen with its backend for stores to sell their wares.

While Drizly may disappear, he said many liquor stores can deliver liquor themselves to your door with just a few clicks on their own website and that it could very likely be the very store you bought from on Drizly, since the app was based on proximity anyway.