Diageo launches luxury online shop

Diageo has launched a new online shop, allowing the world’s largest drinks group to sell its Reserve brands directly to the public for the first time.

Alexander & James (www.alexanderandjames.com) is a luxury online magazine and shop offering the sale of Diageo’s collection of Reserve brands, including Johnnie Walker Blue Label, Johnnie Walker Gold Label Reserve, Tanqueray No.Ten, Ciroc Ultra Premium Vodka, Ketel One Vodka and selected Diageo single malts.

The website will also offer visitors a chance to learn more about the individual brands with ‘how to’ articles on everything from chocolate and rum matching to tasting Tequila.

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

“It is a white glove, end to end luxury brand experience where people will be able to learn about our spirits and receive expert advice on food pairing and mixology ideas for every occasion. We provide the ease of making a well-informed purchase online.”

The website has the capability to link with Facebook, enabling users to share wish lists with friends. Currently sales are available exclusively to UK consumers, although Diageo plans to launch across Europe soon.