Diageo to close luxury online shop

Diageo has announced the closure of luxury e-commerce platform Alexander & James four years after the store launched in the UK.

The online store offered Diageo’s collection of Reserve brands including Tanqueray No. Ten

First launched in 2013, the high-end online magazine and shop will cease trading at the end of the month.

The online store offered Diageo’s collection of Reserve brands to UK consumers including Johnnie Walker Blue Label, Tanqueray No. Ten, Ciroc Ultra Premium Vodka, Ketel One Vodka and selected Diageo single malts.

“Following a strategic review of our e-commerce strategy, we have made the decision to close Alexander & James,” a Diageo spokesperson said. “In the last four years, this platform has been instrumental in enabling us to test and learn within the direct to consumer digital environment.

“E-commerce is an integral part of our business and we will continue to invest in partnerships and platforms to ensure our brands can be enjoyed by consumers across the world.”

The news follows Diageo’s partnership with Deliveroo to launch thebar.com last month, an on-demand alcohol delivery service, in time for the festive season.

Last year, the drinks giant invested in fast-growing on-demand alcohol delivery platform Drizly through a third party in the US.