Diageo is taking its brands online

Diageo is taking its brands online

Diageo has launched an online shopping portal, allowing it to sell direct to UK customers for the first time.

Alexander & James, which will stock Diageo's luxury "Reserve" brands, is a “white glove” platform created for high-end customers, the company said last week. It will deliver within two to three days in the UK, Diageo said.

“We created Alexander & James in response to the way people are seeking to purchase luxury items online,” Alexander & James MD Philippa Dickson said. “We identified an opportunity to create a luxury e-commerce platform that would be engaging and inspiring, bringing the brand product credentials to life.”

The site will sell the following brands: Johnnie Walker Blue Label, Johnnie Walker Gold Label Reserve, Tanqueray No. Ten, Ciroc Ultra Premium Vodka, Ketel One Vodka and selected Diageo single malts.

A branding expert told just-drinks last year that companies need to make more use of virtual stores as customer habits change.